Microsoft has emphasized numerous times throughout the year that Linked is still experiencing “record levels” of engagement and growth, which is positive. Recently, LinkedIn has started to appear more frequently, which is good news because it indicates that the platform is once again gaining popularity. Through consistent process and tool improvement, LinkedIn will provide some impressive resources in 2022. On that note, what’s next? –
Well, LinkedIn has been doubling down on its professional offers, with the latest additions being several new feature drops for Company Pages, including newsletter workflow optimizations and updated competitor analytics. LinkedIn seems to be firing on all cylinders as it looks to end this year strong and position itself well for the start of 2023.
More Tools, More Fun
We’ll first take a look at LinkedIn’s native, in-house customer segmentation star child, its newsletters. To further encourage brands to get into the whole newsletter battle royale by providing them with a way to more directly promote their offers, LinkedIn is introducing new options to maximize discovery. Company Pages can now add SEO titles, descriptions, and tags within their newsletter uploads. Newsletters have been a hit on LinkedIn (more so than other platforms), allowing brands to better maintain engagement and stay updated with their audiences.
LinkedIn’s also got something for its Product Pages – you can now look up listed products using LinkedIn Search! Couple this with new product highlights, and you have yourself one mighty fine product showcase and discovery experience.
Let’s not forget about the new competitor analytics elements. LinkedIn will now allow you to track competitor follower growth, recent post performance, and engagement rates, pretty much like Facebook’s competitor tracking, providing you with more context as to how your page is performing. Users can now also discover their competitors’ trending content, allowing them to keep up with the latest engagement shifts.
LinkedIn’s also highlighting its new Brand Safety Hub, which launched earlier this month, that enabled advertisers to better manage their ad placements. To add, LinkedIn’s also launched a new process for ad experiments, allowing advertisers to run experiments on a secure virtual device, along with launching a new Recommendation Hub that’ll collect the most relevant AI-based recommendations for your campaigns. Wow, they weren’t kidding when they mentioned “a range of feature drops.”
Lastly, LinkedIn’s also launching a new ‘Group Identity’ process for ad targeting that sorts members into groups based on shared professional traits like job title, company, industry, and all of them other good demographic parameters. This sort of process is better for individual privacy protection while still allowing for flexible segmentation based on key traits within LinkedIn’s system. Group identity will initially be available for ads running on the LinkedIn Audience Network.
The Wrap
These are some handy updates that will no doubt further cement LinkedIn’s viability as an advertising and marketing platform, true to its designation as the world’s largest professional network. LinkedIn has certainly been gaining attention, catching the eye of other platforms. With all the shifts happening career and economy-wise, now’s the best time to consider your LinkedIn approach, and start one if you haven’t yet.
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