LinkedIn is officially entering the video trends game, because even business minded people can’t escape the scroll.
The platform is currently testing a new video trends feature a dedicated tab that encourages members to add their own video responses to trending topics in the app. It’s being rolled out to select users in the U.S., with curated clips organized into categories like AI, leadership, productivity, and more.
Let’s call it what it is: LinkedIn’s version of TikTok, dressed in business casual.
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But don’t be fooled by the professional framing. This move isn’t just about surfacing thought leadership, it’s a direct response to how real people are consuming content, even in the workplace. And it says a lot about where LinkedIn (and B2B content in general) is headed.
What’s New?
According to LinkedIn, the feature is designed to help professionals “stay up to date on timely topics through short videos,” with human editors curating the best content and AI surfacing what’s trending. Users can browse topic pages, jump into conversations, and get inspired by how others are thinking about big ideas in business.
It’s part of a broader shift across the platform:
- More creator tools
- More video content
- More algorithmic discovery based on interests, not just your network.
Why It Matters
LinkedIn has long been the outlier in the social world, more buttoned-up, less reactive. But the lines are blurring fast. With Gen Z entering the workforce, remote work reshaping communication, and AI pushing people to rethink how they work, the appetite for quick, engaging, human content has exploded.
Even the “professional” audience wants scrollable value.
And that’s the opportunity. If LinkedIn becomes a place where people actually watch content, rather than just skim past talking-head videos, it will force brands, thought leaders, and B2B marketers to evolve their tone, their visuals, and their strategy.
The age of “smart but skippable” is over. If you’re not interesting, you’re invisible.
What It Means for Brands
This new feature is still in testing, but here’s the early takeaway: LinkedIn is shifting from a network to a feed.
From a place to connect, to a place to discover. And that opens up new possibilities for brands that are willing to think natively.
- Start showing up in vertical
- Rethink your creative, no more five-minute monologues
- Create with trends and cultural moments in mind, not just KPIs.
I’ve been saying it for a while: the future of social isn’t about broadcasting. It’s about joining the conversation in real-time, with content that feels alive.
LinkedIn just confirmed that’s true, even for the most “professional” brands in the world.
