LinkedIn has always been the place for professionals, job seekers, and business networking. But now, the platform is trying to reinvent itself. With video becoming the favorite way for people to consume content and organic reach dropping, LinkedIn is taking a bold step. It wants to become more like TikTok. But the real question is, can it still serve its original purpose while chasing this trend? Is LinkedIn turning into TikTok for professionals?
I have used LinkedIn for years to connect with clients and share professional updates, and I can already feel the shift. Where I once saw thoughtful articles and posts about business trends, I now see short videos trying to grab my attention. This change is not just random, it is part of a bigger strategy. However, if you are also interested in making money using tiktok, you can check out my post.
Why LinkedIn Is Changing
LinkedIn’s growth has slowed in recent years. Revenue in 2023 and 2024 grew only 9%, mostly from premium subscriptions and talent tools. To keep growing, LinkedIn is betting on advertising. Just like TikTok and Instagram, it wants to keep users on the app for longer by serving content they will watch on repeat.
Late last year, LinkedIn changed its algorithm, and many people noticed that their posts were getting fewer likes, comments, and views. According to a 2025 report by Just Connecting, organic reach has dropped by 50%.
Instead of showing your posts to a wide audience, LinkedIn now focuses on showing content from people you already engage with. It is shifting from a professional newsfeed to something that feels like a scroll-friendly content stream.
For businesses, this is a big deal. If you manage a company page, your posts are likely reaching only about 2% of your followers. Unless you invest in paid promotions or videos, your content might get lost.
The Rise of Video
One major shift is LinkedIn’s heavy push for video. Over the past year, video usage on the platform has jumped by 69%. COO Daniel Shapero shared that viewers are spending 36% more time watching videos than before.
To accelerate this, LinkedIn has teamed up with over 50 well-known B2B influencers, including Steven Bartlett and Guy Raz. Their job? Create more video content and keep people hooked. It is obvious that the platform is gearing up to sell more video ads because videos attract more impressions and engagement.
From a user perspective, this might not be a bad thing. I personally find short, meaningful videos from experts much easier to consume compared to long text posts. But there is also the risk that LinkedIn will turn into just another social media feed rather than a professional space.
What It Means for Businesses
If you use LinkedIn for marketing, this change could mean two things. If your goal is brand awareness, video content will give you a boost. LinkedIn is rewarding creators who post short, vertical videos, similar to TikTok’s style. These videos should be quick, under one minute, and ideally feature a real person, not just a corporate logo.
However, if your goal is direct lead generation or sales, you might find this shift frustrating. LinkedIn posts have always been hard to tie directly to business outcomes. Now, with organic reach dropping, businesses may have to spend more on ads or tools like Sales Navigator to see results.
A smart approach is to invest in personal branding. Encourage leaders or employees in your company to post videos under their own profiles and then reshare them from your company page. Storytelling works better than pure selling, so share real stories, experiences, and tips rather than pushing products directly.
Can LinkedIn Pull This Off?
LinkedIn says these changes will improve user experience by showing content that people want to see. But by limiting organic reach, it risks upsetting the very creators who helped build its community. According to LinkedIn’s own data, 77% of B2B marketers believe organic content is the most effective way to build trust.
Now those same marketers are being nudged to pay for visibility. Will they adapt? Some might hire influencers or pay for thought leadership ads. But unlike TikTok or Instagram, LinkedIn’s audience is strictly professional. Will business influencers have the same pull as lifestyle creators?
The Bigger Question
I understand why LinkedIn is doing this. TikTok dominates the small business market, and Instagram is aggressively going after corporate advertising. Video content is what users prefer these days. Even I enjoy quick, valuable insights in video form when I scroll LinkedIn during lunch.
But there is a risk. LinkedIn was built for professional networking, recruitment, and industry discussions. If it becomes too much like TikTok, it might lose its identity. The average LinkedIn user only spends about 1 minute and 17 seconds per day on the platform, and just 23.6% check in daily. Will these changes increase engagement or drive users away?
My Take
I do not blame LinkedIn for trying to grow. Free platforms always need to find ways to monetize. But I worry that professionals who value LinkedIn for its serious tone might get turned off by an overload of flashy videos and sponsored content.
If you are a business owner or marketer, my advice is simple: adapt to video now. Even if LinkedIn’s TikTok-style approach feels strange, early adopters usually benefit the most. Start with simple, short videos sharing industry tips, customer stories, or behind-the-scenes looks at your business. You do not need fancy editing, just authenticity.
Final Thoughts
LinkedIn is betting big on video, and only time will tell if this gamble pays off. In the short term, businesses that embrace video will likely see more reach and engagement. In the long term, LinkedIn must balance its new ad-driven model with its original mission of connecting professionals. Hope this is answered: Is LinkedIn turning into TikTok for professionals?
For now, I will keep experimenting with short videos to see how my audience reacts. Will LinkedIn become the TikTok of business? It might, but success will depend on whether users find value beyond just another endless scroll.
