LinkedIn is introducing a new way for brands to keep in touch with their audience. Company Pages are now able to create their own on-platform newsletters, which also include new notifications for Page followers for newsletter updates.
As LinkedIn explains:
“We debuted Articles for Pages last year to help you publish long-form professional content to spark conversations and drive greater engagement. We continue to look for meaningful ways to connect as we navigate our new world of work, and that’s why we’re introducing Newsletters, a new way to build communities around topics that matter most to your customers with recurring Articles from your Page that members can subscribe to.”
Here’s The News
LinkedIn originally added newsletters for users in Creator Mode last November. This provided a more direct way to both taps into and maximize in-app engagement through the use of newsletters. Now, that capacity is being made available to Company Pages.
As noted, one key advantage of this is that brands are given the capacity to notify Page followers with newsletter updates, via an automatic one-time alert sent to your audience with every new issue. Subscribers will also be given the option to opt-in for email notification on future updates. As with most newsletter options, it can be a good way to stay in touch with your audience, which LinkedIn states is already seeing a positive response among initial testers.
“Early adopters, like global news publication Insider and video communications company Zoom, saw immediate value in their first Newsletter campaigns. Insider quickly gained nearly 820,000 subscribers within 24 hours, a testament to the power of the Newsletters to quickly grow and engage audiences. In addition, Zoom was one of the first software technology companies to publish a Newsletter, and quickly saw over 10% of its followers subscribe to it in the first 24 hours.”
However, these could also end up being overwhelming. One of LinkedIn’s biggest issues in the past was unwanted notifications, flooding users with irrelevant alerts, littering the app with a bunch of unsightly red pop-up text. It’s one thing if you subscribe to a newsletter personally, but it may become a problem once other Pages that you follow start using the option as a ‘Growth Hack’ to push their latest promotions onto your Feed. Of course, you could just unfollow, which then indirectly puts pressure on brands to ensure that their updates stay relevant to audience interests.
The Wrap
Besides the whole newsletter thing, LinkedIn is also launching an updated Campaign Manager experience, including improved navigation that supposedly “mirrors the customer’s typical campaign lifecycle: Plan, Advertise, Test, Analyze to increase its ease of use”. The new, simplified UI ideally reduces the total time spent on setting up campaigns, while making it easier to understand how to access each campaign element. All in all, good stuff from LinkedIn.
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