LINKEDIN PLANS TO EXPAND VIDEO FOCUS
By Elena Cazacu — Oggadoon Digital Marketing and PR
B2B social media giant LinkedIn has acquired Jumprope, a ‘how-to’ video app meaning that creative tools on the platform are in for a major facelift. As of early August, content on the app will be exclusive to LinkedIn and from 20th August, Jumprope will take down their website and apps to start “an exciting new chapter of [their] journey helping creators around the world share their stories, skills and ideas on LinkedIn.”
The app currently has over 50,000 how-to guides for food, beauty, fitness and DIY among others and has been growing in popularity for creators in 2021 for ease of use.
Previously, LinkedIn introduced its Stories feature to compete with other social media platforms such as Instagram. Earlier this year, the platform brought in another new feature, Cover Story, to personalise introductions to the user’s profile, helping people to grow their following, share expertise and find new jobs.
What this means for your business:
Many had been speculating whether LinkedIn was going to make the move to freshen up their content to help bring new creators to the platform. Ultimately, the more interesting content is, the more time users will spend on the platform which in turn makes it more lucrative for conversions and brand awareness.
Videos can be used to spotlight new team members, product launches and short reactions to industry developments. As LinkedIn is more business-focused, this could be a breakthrough for organisations who feel services like Instagram and TikTok are for younger, more B2C audiences.
In the future, LinkedIn may monetise opportunities for creators, however, it’s
more a matter of whether these will be “borrowed” from the existing moneti-
sation models at Facebook, Instagram or Twitter, or whether they’ll come
with their original strategies that we’d expect from a
professional platform.
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