Microsoft Corp's (NASDAQ:MSFT) business and employment-focused social media platform LinkedIn is experimenting with a TikTok-style short-form video feed, signaling its entry into the competitive arena of short video content alongside other significant platforms like Meta Platforms Inc (NASDAQ:META) Instagram, Alphabet Inc (NASDAQ:GOOG) (NASDAQ:GOOGL) YouTube, Snap Inc (NYSE:SNAP) Snapchat, and Netflix Inc (NASDAQ:NFLX).

Spotted by Austin Null of McKinney, the feature is accessible via a "Video" tab in the app's navigation bar, allowing users to engage with vertical short videos through likes, comments, and shares.

However, the criteria for video selection remain undisclosed.

This initiative aligns with the trend across various apps yet distinguishes itself by concentrating on career-oriented and professional content, TechCrunch reports.

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Currently in its nascent phase, the feature is not widely available, reflecting LinkedIn's strategy to adapt to its users' evolving content consumption habits.

The introduction of this video feed responds to the popularity of TikTok as a platform for career advice and professional growth content, offering LinkedIn creators a new avenue for reaching audiences.

Prior reports indicated Spotify Technology SA (NYSE:SPOT) has initiated discussions with potential partners about introducing full-length music videos to its platform, stepping up its competition with TikTok.

The company, which has previously ventured into video through original series and collaborations with media companies, aims to attract the Gen Z demographic.

In February 2022, Meta launched its short video feature, "Reels," worldwide. Google announced in June 2022 that YouTube "Shorts" attracts over 1.5 billion logged-in viewers monthly, following its investment in short-form video content.

By August 2022, Amazon.com Inc (NASDAQ:AMZN) had begun trialing a TikTok-like photo and video feed in its app, allowing shoppers to discover and share products.

Price Action: MSFT shares traded lower by 0.10% at $421.00 premarket on the last check Thursday.

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Disclaimer: This content was partially produced with the help of AI tools and was reviewed and published by Benzinga editors.

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