LinkedIn Starts Testing A Short-Form Video Experience With Daily for LinkedIn Learning
LinkedIn announced Daily—a personalized, immersive, short-form video experience designed to help people learn from LinkedIn instructors and experts on a daily basis. The experience is first being tested in the standalone LinkedIn Learning app before eventually introducing content into the LinkedIn feed.
How Daily works:
Users can swipe vertically to explore and watch videos from LinkedIn Learning instructors.
The platform tailors videos to their interests and learning goals.
They have the option to double-tap or hit the like button to express interest in a video.
Following instructors and skills enables users to connect with more content within the app as well as LinkedIn.
Questions are seamlessly integrated between videos to track learning.
Viewers have the opportunity to earn credits towards their streak by watching at least two minutes of videos to monitor their progress.
Why this Matters: Short-form video experiences are almost a requirement for social media platforms today, but it's important that platforms bring experiences tailored to their unique environment. LinkedIn is doing that by testing short-form videos focused on learning and development—a core part of the platform—versus entertainment.
By testing it in a standalone app, LinkedIn can gather data points and insights with the most relevant audience for this experience without disrupting the LinkedIn feed with a bunch of short-form videos. As we've seen with Instagram when it first started to dive into Reels, there was pushback around feeds being crowded with short-form videos.
2023 was a significant year when it came to social media platforms rolling back or sunsetting features and tools, including LinkedIn, which most recently said goodbye to its native Carousel feature. By testing this in a standalone app and with a select group of users, in case it doesn't meet the needs for launching fully, less damage control is needed.
As Meta's rollout of Threads, ByteDance's increased investment in CapCut and Lemon8, Pinterest's continued development of Shuffles, and YouTube's launch of YouTube Create have shown, standalone apps have become a secret weapon for social media platforms to drive overall initiatives. For LinkedIn, this aids in its mission to "connect the world's professionals to make them more productive and successful" by providing a new way of learning with bite-sized videos.
March 28, 2024 Update: LinkedIn is testing a dedicated video tab for short-form videos in the native Linked In app.
