LinkedIn, the world's largest professional social network, is constantly looking for ways to improve user experience and increase engagement on the platform.
Between 2022 and this year, several updates were released, such as “Collaborative Articles”, which aim to boost engagement through the use of artificial intelligence, SEO tools and improvements in search results.
The evolution of the network does not stop there. For the first time, LinkedIn plans to include suggested posts in users' feeds, allowing them to view content from people and brands they aren't necessarily connected with.
When reading the previous paragraph, it is natural to think that this could represent an excellent opportunity for brands. In this article, we'll explore some of LinkedIn's recent initiatives to attract more members and increase engagement on the network. In addition, we will discuss how you can extract the maximum potential from these updates for your strategies on the platform.
Here's the latest from LinkedIn, as shared by the company's Chief Product Officer, Heidi Wang:
Feed orientation based on relevance to the user.
Possibility of research, discovery and deepening in topics of interest, including posts, newsletters, groups, events and much more.
Exploring the knowledge of professionals around the world.
Suggested posts to help users discover more about what interests them.
Controls so that the user can express their preferences and thus allow LinkedIn to continuously improve their experience.
These updates are possible thanks to the platform's algorithm, which considers the user's previous activities, connections, groups and other relevant information to offer personalized content. In addition, users can select specific topics of interest to them and keep up with the latest news related to them.
With these improvements, LinkedIn seeks to make users' feeds more relevant and interesting, thus increasing engagement on the platform.
Now let's explore how brands and marketers can leverage these updates to improve their LinkedIn strategies. We've listed some obvious and more subtle opportunities below:
- Feed Customization: this functionality provides an excellent opportunity for brands and marketers to more effectively connect with their target audience. Imagine being able to select topics of interest to your audience and produce relevant content in that area. This is one way to increase your brand's visibility and engagement on LinkedIn. Additionally, following hashtags related to your industry can help you spot trends and opportunities to connect with other users interested in that same topic, allowing you to stay current and be seen as a thought leader in your field.
- Topic search and discovery: this functionality provides many opportunities for brands and marketers to connect with LinkedIn members who share their interests. The ability to search and discover posts, newsletters, groups and events related to specific topics is especially useful for those wanting to engage with a specific target audience. One way to take advantage of this functionality is to seek out groups related to your industry and participate in relevant discussions. This will allow you to connect with other users interested in a specific topic, share knowledge and increase your presence on the platform.
- Suggested posts: as with other social networks, such as Instagram and Facebook, LinkedIn will now recommend posts from people and brands, even if users have no connections with them. The more relevant the content produced by your brand is for your persona, the greater the chances of your publications being suggested to the audience you want to reach, opening up new opportunities to reach larger audiences. In addition, you can use suggested posts to discover new topics related to your industry or find new approaches to existing topics.
Make LinkedIn a more strategic channel
To make the most of these LinkedIn updates, it's essential to understand how they work and how they can be used to improve your content and advertising strategy. By creating relevant and personalized content, targeting ads to the right users and using the targeting tools offered by the platform, you will be able to increase engagement and build stronger relationships with your target audience.
Take advantage of these changes to get even better results from your marketing campaigns and build a stronger presence on LinkedIn.
