Although a bit late to the game – probably because most of us didn’t expect them to start at all – LinkedIn is rolling out a short form content feature…

The Microsoft-owned company confirmed the experiment to TechCrunch on Wednesday, making it one of the latest platforms to invest in high screen-time scrolling.

Marketing professional Austin Hull posted a screen recording of the LinkedIn app on his phone, which showed him navigating to a “video” tab and then scrolling through four short clips.

One was of an entrepreneur discussing lessons learned from a TV appearance, and another featured a product engineer discussing her career. A woman in the third video said: “Welcome back to another episode of ‘What I do for work.'”

The format is widely considered a staple for younger tech users, perhaps motivating the platform’s decision to roll out the feature despite it being a more business-like setting. 

Nevertheless, the introduction of even more short form video content on the social media horizon is being met with backlash. US officials are concerned that it’s getting people more addicted to social media, which could harm mental health. 

In its October lawsuit against Meta over mental health concerns for children, the New Hampshire Attorney General’s office described infinite scrolling as “designed to defeat children’s attempts to self-regulate and disengage” with social platforms.

“Users are spoon-fed highly personalized content designed to keep them hooked,” the lawsuit said. “As a result, users often find themselves unwittingly and infinitely scrolling.”

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