LinkedIn wants creators to make videos and newsletters

LinkedIn has spent the last year trying to build a community of creators among its more than 740 million users.

In April 2021, it started with the basics: adding follow buttons to accounts and allowing users to create video intros to pin to their profiles. Then, in September, it poured $25 million into a creator accelerator program that distributes $15,000 in grants and a 10-week coaching/networking program to 100 US-based creators.

Now it’s adding a slew of features that put it a bit more on par with (potentially?) competing platforms like YouTube and Twitter. (We say “potentially” because LinkedIn doesn’t seem to be targeting the same content creators or content consumers as other social platforms. In November, when it hired the former TikTok executive Julien Wettstein to serve as team leader of the creator community, he described LinkedIn as having a “vision to create economic opportunity for all members of the workforce, putting creators at the heart of it” .)

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In addition to the new features, a YouTube-y subscription bell will notify subscribers whenever a creator posts a new post or video.

Video appears to be an important part of LinkedIn’s strategy, given that this update is taking place in two separate video tools. First, it now puts a ring around creators’ user images to indicate who uploaded a profile video. On the creator side, it was decided to hand out prompts to “help inspire [creators] on what to share in their video as well as statistics on how many people have viewed their video. »

Another area of ​​content LinkedIn is pushing is newsletters. For now, access to its newsletter functionality is limited; he says he’s rolling them out to everyone using LinkedIn in creator mode (more on that here).

With this update, creators who have access to newsletters will be able to pin their newsletter to the “Featured” section of their profile so that it’s more visible, LinkedIn says.

Finally, LinkedIn has strengthened backend analytics for creators. People using Creator Mode can now see things like the total number of impressions their profile generated and content engagement metrics.

LinkedIn says it’s also improved individual post analytics for all users (not just creators), adding things like number of impressions and shares.

A LinkedIn representative says Tubular filter these updates are intended to “help creators establish their voice and grow their audience”.

Harry L. Blanchard