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Executive Summary:
LinkedIn is experimenting with a new video trends feature designed to encourage user participation by allowing members to respond to trending topics through short-form video content. The feature, currently in testing with U.S. users, enables members to tap on trending topics in their feed and contribute their own takes via an easy “Add to this trend” call-to-action button.
The format mirrors LinkedIn’s earlier Collaborative Articles initiative—AI-generated prompts that invited professional contributions—which initially drove high engagement due to its “topic expert” badge incentive (now removed due to system misuse). This new video-focused approach takes cues from TikTok’s participatory trend model, but with a professional twist.
Video is a growing focus for LinkedIn, with a 36% year-over-year increase in watch time. The platform aims to capitalize on younger users’ preferences for visual content while keeping discussions career-oriented and on-brand.
If successful, the feature could lead to increased video contributions, deeper engagement, and broader community interaction—key goals as LinkedIn continues to evolve into a more dynamic, multimedia-first platform for professionals.
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