How LinkedIn’s latest platform updates may impact your marketing strategy

1. A dedicated video feed

LinkedIn is testing a new, dedicated video feed in its app which displays TikTok-style, full-screen vertical videos. Given that 80% of engagement with content on LinkedIn occurs via mobile and video content on the platform sees five times more engagement, this is clearly a considered move. Despite being met with criticism from users concerned with LinkedIn’s copycat tactics, the platform is demonstrating its awareness of the popularity of short-form video, which it no doubt deems worth capitalising on.

What this means for marketers

If deployed, brands will have to adapt their LinkedIn content strategy, focusing on how short, vertical videos can be used to deliver snappy business-related content, whether for industry updates, education or entertainment. Given the authentic nature of this format, businesses may also wish to consider how best to execute in order to strengthen their employer brand presence.

The format also provides the chance for LinkedIn Influencers to promote themselves in a more authentic manner, while brands can leverage collaborative content opportunities.

2. Thought leader ads

Another recent addition is the ability for brands to promote (assign budget) to their experts’ posts in order to increase awareness and engagement. The likes of Mastercard and EY have already seen success by using these to amplify the voices of selected employee thought leaders.

What this means for marketers

Given the fact that 73% of decision makers trust thought leadership content over a company’s corporate marketing materials, these ads can be lucrative for building brand equity and highlighting the prowess of your senior executives.

3. Collaborative articles

These are articles featuring the contributions of multiple LinkedIn members, and based on AI-generated prompts around a range of industry-specific topics such as Financial Management and FinTech. Members are currently able to see prompts that LinkedIn has selected for them to answer at the top of their home feed, and can choose to answer these by submitting a short paragraph. Contributors to these articles are then highlighted, helping to raise their profile. There’s also the added incentive of receiving a Community Top Voice badge in a key skill area, following contribution to three or more articles in that skill.

What this means for marketers

With almost 10 million responses submitted since the feature’s inception, there is the opportunity for brands’ expert voices to stand out. Like Thought leader ads, this is another way for companies to show off the calibre of their employees, helping them to bolster their own reputation as well as their brand’s.

If you’re keen to learn more about how these updates could shape your marketing strategy and how to incorporate them, our team of experts will be happy to help.