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Is LinkedIn Turning Into TikTok for Business
Introduction
Recently, Gagan Biani, the founder of Maven—a company that specializes in helping individuals create cohort-based courses—addressed the LinkedIn product management team in an open letter. His primary concern? The increasing prevalence of short-form videos on the platform, which he argues could lead LinkedIn down a path of becoming "TikTok for business content." In this article, we will delve into Biani's main points and explore how, despite these concerns, video content might offer significant opportunities for personal branding, career growth, and business development on LinkedIn.
The Evolution of LinkedIn
Gagan's first point highlights an important shift in LinkedIn's user engagement. Historically, LinkedIn was regarded purely as a social network where users would check in infrequently—perhaps once every few months—to update their résumés and peruse connection requests. This behavior characterized an era where LinkedIn served primarily as a professional portfolio.
However, with the emergence of engaging video content, there is a growing debate about whether LinkedIn is transforming into a platform that resembles TikTok, focusing more on entertainment than professional development. This shift has sparked Biani's concerns about the potential dilution of LinkedIn's professional essence.
The Video Opportunity
Despite Biani’s caution about LinkedIn's direction, it’s crucial to recognize that video content can indeed serve as a powerful tool for individuals and businesses looking to enhance their presence on the platform. Short-form videos, while often seen as frivolous or distracting, can be tailored to deliver meaningful, informative content that fosters professional dialogue and community engagement.
The reality is that users are increasingly consuming video content across various platforms, and smartly leveraging this format on LinkedIn can set individuals apart. By creating thoughtful and valuable video offerings, one can build authority, connect with audiences on a personal level, and ultimately drive engagement in a way that text alone may not achieve.
Balancing Entertainment with Professionalism
The key takeaway for users hoping to prosper on LinkedIn is to strike a balance. While there's a temptation to emulate TikTok's fast-paced and entertaining style, putting thought into the substance and value of video content is essential. The goal should be to create videos that resonate with viewers on both a professional and personal level, offering insights, skills, or experiences that can enhance one's career or business.
In summary, while concerns about LinkedIn's evolution toward a TikTok-style platform are valid, users should not overlook the substantial advantages that well-crafted video content can bring. The focus should remain on creating meaningful connections and value-driven engagement, ensuring that LinkedIn retains its professional integrity amidst changing trends.
Keywords
- Gagan Biani
- Maven
- TikTok
- Business Content
- Short-form Videos
- Personal Branding
- Engagement
- Professional Development
FAQ
Q: Who is Gagan Biani?
A: Gagan Biani is the founder of Maven, a company that helps individuals create cohort-based courses.
Q: What was Gagan Biani's main concern about LinkedIn?
A: He expressed concern that the rise of short-form videos on LinkedIn could lead the platform to transform into a 'TikTok for business content,' diluting its professional purpose.
Q: How has LinkedIn evolved over time?
A: LinkedIn used to be a network where users logged in infrequently, mainly to update their résumés and check connection requests. Now, there's a shift towards more frequent engagement, particularly with video content.
Q: Are short-form videos beneficial for professionals on LinkedIn?
A: Yes, when created thoughtfully, short-form videos can provide significant advantages for individuals and businesses looking to enhance their visibility and authority on the platform.
Q: What should be the focus of video content on LinkedIn?
A: The focus should be on creating meaningful, informative, and value-driven content that resonates with viewers while maintaining a professional tone.