Are you up to date on changes from LinkedIn? Wondering which LinkedIn updates are important to marketers?
In this article, we explore LinkedIn changes that affect your marketing.
#1: Monetization on LinkedIn
Brand Partnership Label
To increase transparency between creators and their audiences, LinkedIn has rolled out a Brand Partnerships label that can be toggled on when you receive compensation to create a public LinkedIn post. Here are a few notes to keep in mind:
- The Brand Partnerships toggle is disabled by default and resets after every application. It must be switched on for each post that qualifies as a brand partnership.
- Posts labeled Brand Partnership are public and searchable by LinkedIn members and visitors.
Our Take: The Brand Partnership toggle is all about supporting transparency and making it as easy as possible for LinkedIn members to comply with the law with regard to disclosure. We appreciate that posts tagged with this feature will show as a Brand Partnership rather than Sponsored Content, which viewers immediately recognize as an ad.
#2: LinkedIn Newsletters
LinkedIn's updated editor aims to help creators focus on content instead of mechanics. The streamlined interface makes formatting, multimedia insertion, and layout intuitive.
New capabilities also allow you to save drafts to collect feedback before going live, optimize your newsletter with SEO titles and descriptions for maximum reach, and schedule posts to target peak audience hours.
Our Take: Overall, the revamped editor removes friction from the article creation process. With a smoother workflow, you can devote more time to ideation and thought leadership. The result is content that better resonates with and engages your professional community. One valuable benefit is that your embedded podcasts will autoplay and allow the reader to subscribe to the podcast from inside the newsletter.
Automatic Profile Follows
Finally, a LinkedIn newsletter directly grows your following on the platform. Anytime a member subscribes to your newsletter, they automatically follow your profile as well.
Our Take: LinkedIn’s algorithm uses various signals to improve the reach and performance of content and LinkedIn newsletters seem primed to send that signal. Every time someone interacts with your newsletter, the platform may boost the reach of your next profile post to that person. This cycle should continue as long as the person remains engaged.
Multiple Newsletters per Account
LinkedIn now allows creators to publish up to five newsletters tailored to different topics and audiences. This flexibility enables sharper personalization based on subject matter, subscriber base, post frequency, and more.
#3: AI on LinkedIn
LinkedIn is testing integration with the AI-powered design platform from its parent company Microsoft. Reports note that beta testers are able to create custom designs and graphics using text descriptions and existing images through a new Design option for new posts.
Our Take: LinkedIn is leaning further into AI that helps its members create purposeful content that elevates their voice. Expert guest Judi Fox notes that during a recent private event hosted by LinkedIn, she learned that the platform recommends posting with AI enhancements only two to three times a week. The focus should be on content quality, not quantity.
Judi Fox is a LinkedIn strategist and her course is called the LinkedIn Business Accelerator Program.
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