Things seem to be going very well for LinkedIn. Recent reports indicate that the platform’s newest ad format, Sponsored Updates, that appears in user’s feeds is getting higher response than the ads appearing off to the side. These Sponsored Updates are similar to news feed ads on Facebook, and appear more like content and status updates users are used to interacting with. Due to this, Sponsored Updates have higher click-through rates — especially on mobile, which currently accounts for two-thirds of ad sales for the new format. LinkedIn has indicated that monetizing their mobile platform is of great importance to the brand, with about a third of its traffic now coming from devices.
LinkedIn also implemented Pulse this last week. Pulse is the customizable news reader app and has replaced LinkedIn Today. Pulse will return more relevant content to LinkedIn users, taking into account a user’s professional interests and the people they follow on LinkedIn.
Finally, the third notable new offering from LinkedIn is the new Showcase Pages feature. Millions of companies have a LinkedIn Company Page, but now the platform is offering a more flexible “showcase” platform to display multiple sub-brands and product offerings. Showcase Pages allow brands to highlight different aspects of their business and build relationships with the RIGHT community and audience – I don’t want to follow and receive updates from Microsoft, but I do want to follow and know what’s going on with Microsoft XBox. Companies can operate up to 10 Showcase Pages, but LinkedIn says it will work with larger companies that have the need (and manpower) to operate more. These new Showcases Pages also feature space for Follower Ads, so brands can grow audience through paid media placements, as well as the above mentioned Sponsored Update ads to get content in front of non-page followers.
How is your brand using LinkedIn, and what do you think about these new innovations and offerings from the platform?