LinkedIn will cease to be LinkedIn: the work social network unties the knot

Series changes to LinkedIn They will take this social network into a new era. The platform, which has been focused on labor relations and official transactions for over two decades, includes unprecedented features and a priori far from their original nature. On the one hand, he just added Mini games that promote new ways of participating in this environment. In addition, those responsible for the service confirmed that it will include short videos, in the best TikTok style.

These mutations in the social network come 21 years after its launch, when it was proposed as a virtual space to connect workers, companies and recruiters. The rest of these moves are being carried out under the tutelage of Microsoft, which acquired the platform in 2016 after paying $26.2 billion. Currently it has more than 1 billion users worldwide, according to official data. Its largest market is the United States, where its base exceeds 240 million people, followed by India and Brazil. Between Spain, Mexico and Argentina, it brings together more than 42 million users.

The intention to offer a more interesting experience is clear. Are there other reasons behind these changes at LinkedIn? Does the environment that we historically associate with formality in the world of work tend to loosen your tie? In this post Hypertext We offer news coverage and an analytical approach to platform movements.

Changes to LinkedIn: the work social network will have its own short videos

In March, the agency director influencers posted a screenshot showing possible inclusion short videos on LinkedIn. Microsoft soon confirmed TechCrunch the reliability of this information, although he clarified that this is a verification. In this way, the labor relations platform adds a well-known and successful format in other environments.

Without a doubt, this is one of the changes to LinkedIn that is surprising. The proposal mimics TikTok clips, YouTube Shorts and Instagram Reels, to name a few of the most famous cases. Yes, short and vertical videos. They also offer dynamic visualization—a simple gesture to swipe and move forward—as well as the ability to comment and share. Everything is very social media.

It should be noted that the format is new for LinkedIn, although the content is not. Unlike what happens on other networks, there will be no videos with cooking recipes or gastronomic recommendations. Neither do users teaching their dancing or singing skills. Instead it’s feed with clips The focus will be on job topics, professional development, career advice and related issues..

Next T.S., the function is in the testing phase. That’s why most people still don’t have access to it.

Rule of video and mobile phones, including on LinkedIn

When Instagram launched Reels and shamelessly copied TikTok, its CEO admitted that Video is the new king on the digital stage. “We are no longer that social network for photos,” Adam Mosseri commented on this event. This move lives up to the saying, “If you can’t beat your enemy, join him.” It is obvious: in order to compete with the Chinese application, Meta decided to follow his proposal.

The above mentioned Instagram bet is one witness among many. Now changes at LinkedIn are moving in the same direction. In this regard, Microsoft representatives said that users want more audiovisual content to learn from professionals and experts. And although there were already videos on the work social network, feed with shorter clips and more dynamic navigation, you’ll deepen that search.

Easy to consume videos have the necessary characteristics to succeed online. This is a way for platforms to increase retention rates. Otherwise, LinkedIn’s move to short, vertical videos is also a way to promote its mobile friendliness.. Recent statistics show that almost six out of ten users use this platform from their phone.

Gaming is also part of the changes at LinkedIn.

Also in March, an upcoming LinkedIn change was leaked to X (Twitter), which was later confirmed by those responsible for the service, and it went live this week. In this case it is casual games on a work social network. There are three of them: Crusader Ascension And PinPoint, play with words. In its turn, Queens This is a logic game similar to Sudoku, but without the numbers. You can view and play them at this link.

Without a doubt, we are facing a new push that is gradually weakening and moving away from the formality so typical of the work environment. Like short videos, this step will increase your usage time. At least that’s one of Microsoft’s intentions.

This change to LinkedIn affects the area gamificationterminology for bringing a playful nature into various areas, even those a priori They seem to be detached from entertainment. According to widespread reports and published screenshots, the players will represent their companies. Thus, based on their scores in mini-games, ratings with company names will be created. This can lead to unusual situations: for example, your boss asks you to play during the work day.

Daniel Roth, director of LinkedIn, noted on this issue: “Various studies highlight the importance of taking regular breaks during the workday, and the cognitive benefits of daily puzzle solving.. That’s why we’re excited to introduce a series of games designed for busy professionals that will encourage them to take time out of their day and stimulate their minds. “These games will also lead to professional networking, giving our members the opportunity to network and interact with each other, which we know they value.”

Playful offers are another successful variable in the digital world

The goals of these changes at LinkedIn are summarized in the following variables. Longer shelf life, mastering trending formats and an undeniable desire to include viral offers. Mini-games do not escape this logic. Remember the huge fame he achieved at the end of 2021? Wardlesimple verbal entertainment before it is learned New York Times?

One thing to remember in this review is that Microsoft is one of the giants of the video game industry.. In addition to being an Xbox developer, it owns various studios in the sector, including the recently acquired Mojang and Activision Blizzard. This pack contains tanks like mine craft And Call of Dutybut also casual games such as candies And Farm Heroes. One important fact: Microsoft’s gaming business has surpassed its Windows business, according to its recent earnings report.

In short, we cannot ignore the fact that games are usually among the most successful applications in terms of stability and profit. Thus, this move by LinkedIn can be described as try to take the most popular tools on the digital scene, capturing in them the characteristics of the working world. But is there a risk of losing your essence along the way? That is, to scare away rather than attract?

LinkedIn Changes: “Relax and Connect at the Same Time”

On LinkedIn, so-called “Top Voices” enjoy special recognition.. They are the opinion leaders who in this online community identify with the brand in their profiles. How to get this “medal”? As part of the program, which started in 2016, such an award is presented by those responsible for the social network themselves. It does this based on the content posted, its quality and frequency, number of subscribers, audience interaction and other variables.

What does Top Voice think about the recent changes to LinkedIn? Hypertext spoke with Guillermo González Pimiento, human resources consultant and also an active user of the social network in whose profile we find the aforementioned icon. “I think the platform will help retain users and offer new experiences,” he says.

Do you think LinkedIn has anything to lose by making its offering similar to other networks? Will it depart from its essence?

It should be noted that this a priori, give your opinion without trying the new feature. In principle, I would think not, as long as they do it professionally. And encourage users to play to reduce work stress.

Do you have a hypothesis why these changes will affect LinkedIn? What goals do you think they are pursuing with this?

I think he wants to be center professionals, where we find not only valuable information, but also where we can relax. And be sure to keep doing net. We need to wait to test the features so we can finish the job better.

When asked about the viability and possible success of these changes at LinkedIn, the Bogotá-based professional responded: “I believe vertical video has a bright future as it is a content format that is already being positioned on other networks. Now you must ensure that users do not lose sight of the essence of this network. As we say in Colombia: it will dawn and we will see.”

In the epilogue of this review, it is worth dwelling briefly on the following reflection. Are these changes to LinkedIn really that profound? That is, will they change the nature of the platform, which has been focused on work for many years? Following the image we offer in the header: Is the enterprise social network ready? loosen your tie and be less formal?

To think about the answers to these questions, you may need to fully understand the differences between formats and content. In this sense, If short videos and games are related to the world of work, there will be no conflict.. On the other hand, as Gonzalez Pimiento noted, it will be more problematic if changes to LinkedIn lead to entertainment offerings more similar to those we see in other online spaces, such as TikTok.