Are you up to date on changes from LinkedIn? Wondering which recent LinkedIn updates are important to marketers and business owners?
In this article, we explore LinkedIn changes that affect your marketing.
#1: LinkedIn Collaborative Articles
The latest updates to LinkedIn’s AI-powered Collaborative Articles include a redesigned web layout emphasizing expert contributions over AI text, more reactions and visibility into who is engaging with contributions, a “Top Contributors” section, better article recommendations through explicit skill selections and analyzing user activity, refreshed browsing on the advice platform, enhanced “Top Community Voice” badges now shown alongside contributions, increased reach of contributions in feeds and search, and notifications to relevant members when experts contribute.
Our Take: There are over 300 pages of collaborative articles across industries like sales, marketing, and social media that experts can add to. Contributing to collaborative articles is a great way for anyone to establish themselves as an industry expert, grow their audience, and open new opportunities. LinkedIn’s updates make contributing more rewarding, spreading contributions beyond a user's followers, and surfacing contributor profiles in search results.
#2: LinkedIn Premium
LinkedIn is rolling out a new personalized Premium experience to select subscribers. The goal is to provide more tailored recommendations and insights with every user interaction. For example, Premium members may receive suggestions for skills to build, professionals in their network to contact for advice, and personalized messages to start those conversations.
The new experience will leverage AI to analyze posts and conversations in a user's feed and quickly surface the most relevant opportunities and actions tailored specifically to them. This aims to distill insights from lengthy content down to actionable takeaways. Additionally, integration with Microsoft Bing will enable timely responses to questions about trending topics in the form of expert articles and discussions from both LinkedIn and across the web.
Our Take: One of the most exciting new features is more conversational interactions with your newsfeed content. Similar to chatbots like ChatGPT, premium users can now ask their feed for summaries of trending topics, personalized recommendations, and key updates—essentially “chatting” with their network. This allows for quick access to the most relevant info without having to click through long posts.
LinkedIn is also enhancing expert profiles. Contributors to LinkedIn's collaborative AI-generated articles can now be designated “Top Voices” in their field. These badges will display prominently on their profiles and next to their contributions, effectively showcasing their expertise to the community. Users will also gain insight into who is engaging with their content.
The premium service is further simplifying lead generation. Call-to-action buttons, which previously only showed on profiles, will now follow users' posts in their followers' feeds. This persistent visibility can boost conversion rates by over 20%, according to experts.
#3: LinkedIn Accelerate Ads
LinkedIn announced Accelerate, a new AI-powered automated campaign creation tool that can build end-to-end B2B marketing campaigns in minutes. Accelerate analyzes a company's website, LinkedIn page, and prior ads to recommend campaigns with optimized targeting, creatives, and placement. Users can adjust recommendations before launching.
Accelerate also provides ongoing optimization through features like Predictive Audiences and performance summaries. Currently in limited English beta testing, Accelerate builds on LinkedIn's existing automation tools, which have already improved performance metrics like cost per conversion and cost per lead.
#4: LinkedIn Accessibility
LinkedIn introduced new accessibility features to make it easier for people with disabilities to engage with content on the platform. The tools include content isolation to remove distractions, picture displays for common words, speech highlights for reading assistance, syllable splitting to break down complex terms, real-time translations to overcome language barriers, and text-to-speech to listen to articles aloud.
By improving comprehension and readability, LinkedIn aims to help disabled users get the most value out of the platform's articles and written content.
Our Take: One major addition to accessibility on LinkedIn is text-to-speech which can read articles aloud—this provides an alternative way to consume information beyond just reading visually. LinkedIn is also improving real-time translations, especially for videos, so live streams can be watched silently with captions.
Other updates aim to aid reading comprehension, such as “speech highlights” to emphasize clarity and splitting complex words into more understandable syllables. A feature called “content isolation” removes distractions and isolates the main text. The speaker notes that universally accessible design benefits all users by supporting different learning styles.
Judi Fox is a LinkedIn strategist and her course is called the LinkedIn Business Accelerator Program.
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