Will LinkedIn become the new TikTok of the professional world? In any case, the Microsoft platform has been focusing heavily on the video format for several months. A tab of the service is in fact dedicated to short videos on its mobile application. This feature has been available in France since September.
LinkedIn prioritizes quality
Quoted by The EchoesSandrine Chauvin, the global editorial director of LinkedIn, expresses her satisfaction with the beginnings: “More than a third of French workers find the format of short videos informative “. Microsoft’s social network promises to highlight quality productions, rather than the umpteenth testimonies of self-satisfaction that we have become accustomed to.
According to the economic daily, 225 LinkedIn employees, including eleven in France, work in concert with the service’s algorithm to select the best messages to highlight.
The platform claims to respond to a request from users, which we would like to believe. But, as our colleagues rightly point out, the economic issue apparently played a role in this decision. Indeed, the advertising activity seems very lucrative for LinkedIn and now accounts for a third of its revenues. Therefore, adding videos represents a good way to convince advertisers to take action.
A big challenge for LinkedIn
The platform has every interest in deploying means to ensure the quality of the content offered. And for good reason, the annoying posts of some of its users scare off part of its audience.
According to a study published this year, 40% of respondents, whether registered on LinkedIn or not, consider the content too moralistic. 39% deplore overly intrusive requests in their private messaging.
Likewise, 80% of entrepreneurs boycott the platform because of influencers who multiply publications aimed at attracting attention, without contributing anything to their daily lives. To explore this subject in more depth, you can reread our investigation where we infiltrated a network of content creators here.
For your part, do you check the video publications published on LinkedIn? Do you prefer written publications? Tell us in the comments.
What to remember:
- LinkedIn is now focusing on short videos
- The service promises to highlight quality content thanks to its algorithm and its employees
- This is a real challenge for the social network as certain publications scare away users
