LinkedIn Updates: Ads Tools, Video Features, Benchmarks, and More
Dec 2, 2024
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Michaela Alexis, a LinkedIn marketing strategist, shares her expertise on leveraging LinkedIn effectively and has created a popular course on social media copywriting. She delves into the exciting new video features, including a dedicated video button designed to boost engagement. Michaela also discusses LinkedIn's updated content guidelines, advocating for original value-driven content over promotional material. Additionally, she highlights the latest marketing tools, including AI enhancements, that enable more personalized outreach, making LinkedIn a powerful platform for businesses.
LinkedIn's recent updates stress the importance of value-driven content while discouraging promotional and engagement bait tactics for better audience connection.
Enhancements in LinkedIn's video features, including a streamlined upload process, indicate a shift towards prioritizing video content to attract and retain users.
Deep dives
Value of Attending Social Media Marketing World
Attending Social Media Marketing World provides significant value for marketers seeking actionable insights and networking opportunities. Experience from attendees highlights transformative moments that pivot their entrepreneurial journeys, with many expressing enthusiasm for the substantial learning taken from the event. The conference is portrayed as not merely educational, but a phenomenon that delivers impactful strategies applicable to various marketing fields. Participants feel such a strong connection to the content that they express a desire to revisit the sessions, indicating the high level of engagement and excitement generated by the event.
LinkedIn's Content Recommendations
LinkedIn has shared crucial content guidelines, emphasizing what types of content to avoid for effective engagement on the platform. Their recommendations include steering clear of promotional, off-topic, engagement bait, unoriginal, negative, and sensitive content. Interestingly, they caution against posts that explicitly seek likes or shares, implying that such practices could diminish reach and visibility. These shifts promote a focus on producing value-driven content that resonates with audiences, pushing creators to rethink traditional strategies and prioritize meaningful interactions.
Emerging Video Features on LinkedIn
LinkedIn has been enhancing video capabilities, indicating a strong direction towards video content as we approach 2025. A notable change is the introduction of a dedicated video button in the post composer, aiming to streamline video uploads while also improving visibility of videos in feeds. Additionally, a more prominent follow button on videos aims to convert viewers into new followers, reinforcing the platform's goal of fostering connections through video. These updates suggest a broader initiative by LinkedIn to compete with other platforms by prioritizing video content, reflecting changing user behaviors.
Recent Updates on Marketing Trends and Buyer Behavior
A benchmark report reveals that companies are increasingly investing 20 to 30 percent of their revenue into marketing, signaling the necessity for strategic planning as market competition intensifies. The report also notes that buyer cycles are lengthening, indicating that decision-makers face more pressure and are more hesitant to make quick purchasing decisions. In light of this trend, marketers must focus on nurturing relationships and delivering consistent, value-driven content to stay top of mind. As fewer vendors make it onto buyers' shortlists, the insights suggest a need for businesses to emphasize their unique value propositions and deepen connections with prospects.