LinkedIn Announces New Features to Boost Discovery for Newsletters On and Off the Platform
Source: LinkedIn
In the latest edition Building LinkedIn, Tomer Cohen, Chief Product Officer at LinkedIn, unveiled several new features for LinkedIn Newsletters.
What’s New for Newsletters
Featured Newsletters & One-Click Subscribe: Creators can now feature their Newsletter prominently on their LinkedIn profile for easy visibility to visitors. They also have the option to share their Newsletter outside of LinkedIn using a shareable subscribe URL and embeddable button that can be posted on social media, sent via email, or added to websites. Those who are already logged into LinkedIn will be instantly prompted to subscribe when they click the link.
Newsletters in Search Results: When searching for creators on LinkedIn, their Newsletters will now be prominently displayed under their name, making it easier for users to find and subscribe to the Newsletters of creators they value.
Search Engine Optimization (SEO): Creators can now customize their SEO titles and descriptions. By doing so, they can improve their Newsletter's visibility off-platform and on search engines such as Google.
Pre-Scheduling: LinkedIn's new pre-scheduling feature, which was recently launched, will soon be available for Newsletters. This means that creators will be able to schedule their long-form content in advance, which is quite useful since Newsletters are typically published on a regular schedule.
Centralized Analytics & Tools: Creators can now access analytics and creator tools in a centralized location, which can be accessed at the top of their profile through the app or on a desktop. This provides a streamlined and convenient way for creators to see the content performance, audience insights, and tools that are available for them.
These updates maintain LinkedIn's trend of robust product improvements, particularly for Newsletters, which have become one of the most valuable creator features. In just the last few weeks, there have been a number of creators launching Newsletters.
That trend will continue as updates address discovery challenges with LinkedIn Newsletters. With features that allow creators to get in front of new and existing audiences on and off the platform, creators can grow their Newsletter communities faster. The full potential of Newsletters won’t be reached until the platform supports a directory for users to search and discover its 36,000 plus Newsletters and for creators to own their subscriber list. However, LinkedIn shows that newsletters can be a successful tool on social media platforms, in contrast to Meta and Twitter, which recently discontinued their newsletter products.
What Else is New With LinkedIn
Newsletters aren’t the only product updates. A recent email to creators, who are part of its Creator Management Program, revealed that it might tweak its algorithms to align with feedback that users provided in a recent survey. Based on the survey, users value seeing content from their immediate network that covers a wide range of personal and professional stories and topics. When it comes to content outside of their immediate network, they typically prefer content that shares knowledge and provides advice.
As a result, LinkedIn says that creators can expect better reach with their connections and followers and a greater emphasis on professional insights, ideas, and inspirations for surfacing creators’ content beyond their network.
What It Means for Creators
When creating and sharing content, creators should keep these top of mind to optimize content performance while leveraging their unique voice. Creators that want to reach existing connections and followers have the flexibility to generate content across a wide range of topics. While creators that want to reach new audiences should focus on providing content that helps others professionally, such as industry knowledge and expertise, tutorials and tips for building skills, and advice for landing economic opportunities.
Changes to algorithms can cause worries for creators, but these appear to be positive and will likely result in a better display of content that its users find valuable and want to see. With LinkedIn continuing to see an all-time high in user engagement, it knows what it’s doing.
