LinkedIn Experiments with Video Trends to Boost User Engagement
April 7, 2025
By launching a new video trends tool that allows users to post their own video comments to trending issues on the network, LinkedIn is further embracing TikTok-style content.
LinkedIn’s redesigned format will introduce headline tags for video posts as well as the main feed, emphasizing trending topics. When clicking on a tag, users can see how others are engaging with that particular topic. A prominent call-to-action button will prompt users to “Add to this trend,” opening the camera for them to record and share their insights. This approach is similar to LinkedIn’s AI-enhanced “Collaborative Articles,” which ask industry-related questions and invite users to share their opinions on the conversation.
The feature originally attracted significant attention, primarily because frequent contributors could earn a topic expert badge. Nonetheless, LinkedIn decided to eliminate this incentive after realizing that some users were manipulating the system, which probably resulted in a decline in engagement with Collaborative Articles. Currently, LinkedIn is implementing a comparable approach for video content, utilizing a model similar to TikTok that promotes user involvement in popular topics.
LinkedIn reports a 36% year-over-year rise in video watch time, especially driven by younger users who increasingly prefer video as their primary way of consuming content—suggesting this trend is likely to keep growing on the platform. This could prove to be an effective strategy for boosting video interaction and encouraging more users to contribute their own content. The new video trends feature is currently being trialed among LinkedIn users in the United States.
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