LinkedIn Enters Short-Form Video Battle with New TikTok-Style Feed, Targets Professional Growth Content
Portfolio Pulse from Anusuya Lahiri
LinkedIn, owned by Microsoft Corp (NASDAQ:MSFT), is testing a TikTok-style short-form video feed focused on professional growth content, entering the competitive short video space alongside Meta Platforms Inc (NASDAQ:META), Alphabet Inc (NASDAQ:GOOG) (NASDAQ:GOOGL), Snap Inc (NYSE:SNAP), Netflix Inc (NASDAQ:NFLX), and potentially Spotify Technology SA (NYSE:SPOT) which is exploring full-length music videos. This move aims to adapt to evolving content consumption habits and leverage the popularity of career advice on platforms like TikTok.
March 28, 2024 | 12:48 pm
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POSITIVE IMPACT
Microsoft's LinkedIn is testing a TikTok-style video feed, focusing on professional content to compete in the short video market.
Introducing a TikTok-style video feed on LinkedIn could enhance user engagement and attract a wider audience, potentially boosting Microsoft's stock in the short term due to increased platform usage and advertising revenue.
CONFIDENCE 80
IMPORTANCE 75
RELEVANCE 90
NEUTRAL IMPACT
Spotify Technology SA, considering full-length music videos, may indirectly compete with LinkedIn's short video feature.
While Spotify's potential move into music videos differs from LinkedIn's professional content focus, the broadening of the video content market could influence Spotify's strategy and market positioning.
CONFIDENCE 55
IMPORTANCE 30
RELEVANCE 40
NEGATIVE IMPACT
Alphabet's YouTube faces increased competition in the short video segment from LinkedIn's new feature.
LinkedIn's entry into the short video market with a professional twist could siphon off a niche audience from YouTube, potentially affecting Alphabet's short-term ad revenue on the platform.
CONFIDENCE 70
IMPORTANCE 60
RELEVANCE 70
NEGATIVE IMPACT
Meta Platforms, already a player in the short video space, faces new competition from LinkedIn's entry.
LinkedIn's focus on professional content could draw users and advertisers away from Meta's platforms, potentially impacting Meta's short-term revenue from its short video offerings.
CONFIDENCE 70
IMPORTANCE 60
RELEVANCE 70
NEGATIVE IMPACT
Netflix Inc, exploring short video content, confronts new competition from LinkedIn's professional-focused video feed.
LinkedIn's professional content could attract a different audience than Netflix's entertainment-focused short videos, but it adds to the overall competitive landscape, potentially impacting Netflix's exploratory efforts in this space.
CONFIDENCE 60
IMPORTANCE 40
RELEVANCE 50
NEGATIVE IMPACT
Snap Inc, with its Snapchat platform, may see increased competition from LinkedIn's TikTok-style video feed.
As LinkedIn introduces a professional angle to the short video market, Snapchat could face challenges in retaining its audience and advertisers, potentially affecting its stock price in the short term.
CONFIDENCE 65
IMPORTANCE 50
RELEVANCE 60