You knew LinkedIn was headed here sooner rather than later.
When Microsoft acquired LinkedIn for $26.2 billion, it catapulted LinkedIn onto the same playing field with Facebook and other social media giants in terms of its ability to build out (and scale) new features on the site.
"Imagine a world where we're no longer looking up at Tech Titans such as Apple, Google, Microsoft, Amazon, and Facebook, and wondering what it would be like to operate at their extraordinary scale -- because we're one of them," LinkedIn CEO Jeff Weiner said at the time.
LinkedIn's Big New Feature - Native Video
LinkedIn is making good on Weiner's promise, with the news breaking that LinkedIn is busy rolling out native video on the platform.
Up to this point, LinkedIn has relied on third party providers such as YouTube in allowing users to share video on their news feeds or inside of blog posts.
That all changes with the advent of "native" video, a move that has seen massive success on Facebook and other networks in recent months.
As with almost every new feature release on LinkedIn, the first users to get access are powerful "LinkedIn Influencers" - high-profile professionals, celebrities and business leaders with the most visibility and largest followings on the network.
Welcome to "LinkedIn Record"
The new native video feature allows you to use a mobile app called "LinkedIn Record" to film and share yourself answering questions submitted by other LinkedIn users.
LinkedIn has a sampling of videos online already that you can watch, starting with co-founder Reid Hoffman asking - and answering - a question about what's next with Artificial Intelligence (AI) in the workplace.
The videos will automatically play on your desktop news feed (similar to Facebook) and are also available to watch via LinkedIn's popular mobile app.
In addition, the example videos shared by LinkedIn feature several influencers answering the same question (about AI in the workplace) and are strung together, one after another, auto-playing until you hit "pause" on one of them.
What Native Video Means For LinkedIn
As someone who cannot stress enough the value of utilizing video on your LinkedIn profile page and elsewhere, I'm delighted the network is catching up to Facebook and everyone else in terms of moving native video forward on the platform.
Even more, additional video-related surprises are likely coming soon if you listen carefully to the hints some LinkedIn employees have been dropping in recent weeks.
As they say in the broadcasting business - stay tuned.