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New LinkedIn updates seek to increase engagement on the network

Novas atualizações do LinkedIn buscam aumentar o engajamento na rede

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.

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Connect your company: find out which social networks are most used in Brazil in 2020

redes sociais mais utilizadas no Brasil

The year 2020 generated significant changes in the digital habits of people around the world. With the new coronavirus pandemic, the consumption of information by social media increased significantly and ended up generating changes in the ranking of social media most used in Brazil, according to the October 2020 report produced by We Are Social and Hootsuite.

Read too: Learn the main digital marketing trends for 2021

The most current data shows that Brazilians spend, on average, 3 hours and 31 minutes a day on social networks, and this has increased over the past year. In addition to the time spent on social networks having changed, another novelty, such as TikTok, has conquered people from all over the country. 

The 10 most used social networks in Brazil in 2020

At the Digital marketing, social networks are important channels to reach the target audience. And, in order to identify which audiences for a brand can be greater and make good use of it, it is necessary to know the most popular ones and those with the highest number of users. 

Below is the ranking of the 10 most used social networks in Brazil during the past year: 

Facebook

O Facebook returned to first place in Brazil in 2020, and continues to be the category platform most used by the world's population with more than 2.7 billion active accounts, 130 million of which are Brazilian. 

It is a comprehensive and versatile social network, which brings together many features in one place, from generating business, getting information to meeting people. That's why, for companies that invest in Inbound Marketing, it's practically impossible not to be on Facebook.

Whatsapp

O Whatsapp is the most popular instant messaging social network among Brazilians, with 120 million accounts. In addition to being a very simple tool for conversation, the app allows for more direct contact with the company. Through it, it is possible to advertise products, schedule services and even answer customer questions.

redes sociais mais utilizadas no Brasil

YouTube

In the previous edition of the ranking, the youtube had passed Facebook and become the most used social network in Brazil, being the main one for online videos today, with more than 2 billion active users and more than 1 billion hours of videos viewed daily. 

As the video format for sharing content is becoming more and more popular, YouTube is a great option for brands that want to distribute this type of content. 

Instagram

O Instagram was one of the first social networks exclusively accessible via cell phones. Although nowadays it is possible to view publications on a computer, their format continues to be aimed at mobile devices. According to the study carried out by We Are Social and for hootsuit, the platform is the fourth most used network in Brazil, with 95 million users. 

Therefore, having an Instagram account is an opportunity to disseminate content visually and humanize the brand, as Instagram is increasingly focused on providing purchases and sales within the platform itself through its new feature, the Instagram Shopping. 

facebook messenger

The app has some very interesting features for the company, such as bots and smart replies. With this, your business gains agility, professionalism and a higher level of satisfaction from the public and potential customers. In addition, the platform has a story function, which can be used to promote a product or service. Precisely because of its integration with Facebook, Messenger is estimated to have millions of Brazilian users. 

Read too: Find out what changes with the General Data Protection Act

LinkedIn

The largest social network aimed at professionals has become increasingly similar to other networks, such as Facebook, with the difference that the focus is on professional contacts. Another differential is the communities, which bring together those interested in a specific theme, profession or niche. 

In 2020, the crisis generated by the pandemic ended up leading many people to join Linkedin looking for a job. In this way, the social network grew and became the sixth most used in Brazil, with 46 million active users. 

pinterest

A brand does not need to create folders on pinterest only with own content. The use of this platform by your business can be through the selection of images that demonstrate the soul of the brand, that help in building it and can be a gateway for people to get to know the company. In addition, you can create sponsored pins that appear more prominently in users' feeds. 

The social network has tripled the number of users in Brazil in recent times, reaching 38 million. 

twitter

Twitter reached its peak in 2009 and since then it has been in decline. However, in 2020, the social network grew with people looking for faster news updates. If you consider only active users, there are 16.6 million Brazilian tweeters.

Nowadays, the social network is mainly used as a second screen, where users discuss and comment on what they are watching, posting comments on reality shows, news, football matches and other programs. 

TikTok

TikTok is today one of the most used apps in Brazil by celebrities, teenagers, comedians and companies, but the social network does not disclose the exact numbers of users. 

At the beginning of the year, there were 7 million Brazilian users, a number that has certainly grown. A recent report points out that TikTok earned another 6 million in October, when the app broke world records. However, in September, a study showed that 3.5 million Brazilians downloaded the application, reaching a total of 16.5 million.

snapchat

Snapchat was considered the symbol of post-modernity for its proposal of content that disappears in a few hours after publication. In Brazil, there are approximately 11 million users, placing the social network among the 10 most used in the country. 

Snapchat's audience is very specific, made up of hyperconnected young people. For companies, the application serves to engage users in events, for example, creating filters with images based on geolocation. 

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Check out 10 trends in Digital Marketing that your brand should pay attention to in 2020

Confira 10 tendências tendências do Marketing Digital que a sua marca deve se atentar em 2020

Unlike some areas that take years and years to consolidate trends, digital marketing is one of those areas where you must always be aware of technological innovations. Otherwise, brands are easily left behind and become less competitive. That's why we've listed some of the media and platforms your brand should pay more attention to in 2020, to follow Digital Marketing trends.

Read too: Learn why it is important to invest in a Digital Marketing strategy, such as SEO

Don't Ignore Instagram

Currently being one of the social networks with the highest retention in Brazil, Instagram is a platform that has a very interesting proposal for approaching the public, thus having great potential to attract new customers and pass on the brand's values through content on a daily basis. In addition, Google Ads and other resources are expected to migrate to Instagram advertising, thus leaving the platform's terrain even more fertile for content marketing.

More real social networks

Until a few years ago, it was very common for brands to be concerned with building millimetrically impeccable feeds. However, what agencies have observed is that the public interacts better with publications that are closer to ordinary people, that is, without corporatism or the use of super elaborate layouts. Thus, a trend that can be observed in this year of Digital Marketing is the growth of posts with relaxed content in real time, thus resulting in greater public identification with the brand.

More interaction on your social networks

Taking advantage of this hook of strengthening the relationship with the public, also use social media publications to invite your followers to comment, so the brand can be more successful on social media and reach more people in an organic way, that is, without sponsorship Ads. If on Facebook you can make posts to generate comments and the most diverse reactions, on Instagram, encourage people to save your posts.

However, don't forget the Stories, in this tool, users can react to your content, whether it's more relaxed or serious.

whatsapp business

Last week we published an article talking about how to use WhatsApp Business. One of the cited advantages of this media is that it can reach a large number of people, as it is one of the platforms with the most active users in Brazil. Therefore, it is essential to take advantage of this application to list your products or services and communicate directly with customers.

Read too: Practical and dynamic: see how to use Whatsapp Business and optimize your company's communication

Give LinkedIn a chance

Before starting to invest content on LinkedIn, you need to know whether or not your audience uses the platform. Being more recommended for B2B, corporate and HR professionals, a feature that is worth noting in the coming months is the possibility of live that the platform is developing. Thus, it will be possible to produce dense content in a much more dynamic and efficient way.

Follow Alliance Comunicação on LinkedIn, Click here!

From Google to social networks

Still talking about social networks, in 2020 a feature should arrive that will liven up social media. This is because it is planned to incorporate content generated on social networks into Google results. That is, posts made on platforms such as Facebook and Instagram can reach an audience beyond their respective users and thus enhance the ranking of brands that already have a history of producing content on blogs, for example.

More media for blogs

Blogs are one of the main tools of content marketing. However, in addition to helping the site's organic ranking in the medium and long term, this content tends to gain a new prop, audio text. The resource also has the advantage of democratizing the material, as people who are deaf or have other limitations will have efficient access to what is being discussed.

Podcasts are also among the trends in Digital Marketing

Continuing with the audio subject, it is impossible not to talk about the phenomenon of podcasts. According to a Spotify survey carried out at the end of 2019, consumption of this content model has grown by 21% per month since January 2018.

One of the main advantages of this medium is that it can be consumed by the public during working hours, at the gym or performing another mechanical task. In this way, the podcast can capture other groups and, consequently, gain new customers who share their ideas.

data protection

The General Data Protection Law should come into force this year. With that in mind, this is a key moment to talk to customers about the use of their data. The idea is for companies to transparently inform their customers about what will be done with the information provided and leave the unsubscribe option always open.

2020 Olympics in Japan

Nowadays, in addition to being a big event, sporting events are the time to see different ideas in action. With that, it's pretty cool that brands keep an eye on the trends of the Olympics in Japan, which should launch trends in digital arts, automation and everything else that can be used as a digital marketing strategy.