The Chief Editor and Vice President of LinkedIn, Dan Roth, spoke in an interview with Axios about recent changes on the platform and those expected in the future. One of the significant changes is that LinkedIn intends to now place greater emphasis on news and journalistic content. These changes are part of a strategic plan and are being implemented against the backdrop of a decline in news exposure on other platforms, such as Elon Musk’s X and Meta’s Facebook. LinkedIn hopes to fill the void that has emerged and provide valuable news content to attract users.
Podcasts Yield, Focus on Videos, and Greater Exposure to Creators
LinkedIn has historically relied mainly on text, but now the trend is to expand the use of other formats that can serve journalists and news people. It continues to invest in the podcast feature it launched two years ago, and the company is now working to enable lucrative advertising within podcasts.
Another step for LinkedIn is to increase the use of videos, as Dan Roth explains:
“Videos generate significant engagement, so we are working on a pilot program with a small number of advertisers. We intend to ensure that the videos are indeed presented to users on the platform and receive significant exposure that will reward their creators.”
New Opportunities for Marketers
LinkedIn’s investment in news and other types of content distinguishes it from other platforms – which actually reduce investment in news content, as seen in the following chart:
Additionally, it provides opportunities for marketers:
- New ways to engage with the target audience: Media managers can derive great benefit from expanding the types of content they publish on LinkedIn. It’s worthwhile to focus not only on text but also on videos and podcasts, which may lead to greater exposure. Such a move is expected to expand the brand’s target audience and reach new audiences.
- Brand Improvement: Providing quality, relevant news information to the target audience will brand you as professionals and reliable sources. Publishing professional articles and even sharing them will mark you as an authority in your field.
- The great potential of creating newsletters: Over the past year, there has been a 150% growth in the number of newsletters published on LinkedIn. As marketers, creating a newsletter on LinkedIn can promote you. These magazines gain large numbers of subscribers and exposure, as Roth explains: “In some cases, they receive more significant exposure than on their original platform.” Roth’s statement is based on real data – for example, CNN has 3 million weekly subscribers on LinkedIn, while on CNN’s own platform, there are only 600,000 subscribers.
In summary, LinkedIn’s investment in news is a significant step for the platform and for digital marketers. By intelligently exploiting opportunities, marketers can expand their entire target audience, strengthen their brand, and improve business results.
Source: AskPavel
