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LinkedIn Outlines 2023 Search & Content Marketing Tools

As we kick off 2023, LinkedIn has shared a few product updates and given a little insight into what users can expect throughout the year ahead.

2022 was an excellent year for the platform, which experienced record levels of community growth and engagement. Among them was the 4x year-on-year growth in newsletter subscriptions and a 75% increase in events.

Product Page boost

It’s clear that LinkedIn hopes that its product pages will experience a boom year in 2023. To help them do so, the platform said it will make the search experience smoother.

Tomer Cohen, Chief Product Officer, LinkedIn

“Today, we have close to 90,000 B2B products on LinkedIn, and that’s growing fast. Now, members can easily discover and find them directly from LinkedIn search. We plan to add new category filters and continue to improve and enhance the relevance to create a more personalized experience.”

Product pages were first launched in 2020 to connect products to interested buyers across the globe. Products pages allow sellers to add up to five images or videos that showcase the product’s value and lets sellers highlight up to nine customers under the product tab and in the Page header.

Sellers can also request and vet recommendations from product users and pull positive mentions of a product to the LinkedIn feed.

LinkedIn Marketing Solutions

“Every day, millions of buyers search for products like yours on LinkedIn. LinkedIn Product Pages connect your products to the world’s largest professional community.”

Revenue-generating opportunity

As Tomer Cohen mentioned above, there are close to 100,000 B2B products available on LinkedIn. Now, the platform wants to improve its search capacity – which could provide new revenue-generating opportunities for brands.

Increased discovery could also raise awareness among potential buyers, while the ability to list your product as a skill can help marketers build reach and discoverability.

Finally… post scheduling and content analytics changes!

Native post scheduling is finally coming to LinkedIn, which is bound to please social media managers across the globe.

Tomer Cohen, Chief Product Officer, LinkedIn

“When you create your next post, you’ll now see a ‘scheduling’ icon to the left of the Post button. To schedule your post, simply click the icon to choose the date and time you want your content to be shared. You can make edits as you go and be in complete control of your content.”

2023 will also be the year of improved content analytics. In-depth analytics is vital for marketers who want to build an audience and measure the impact of their content.

It will be easier to do that via two updates that have been added to the creator analytics dashboard:

  • Audience insights.
  • Top performing posts.

Marketers can now look at follower growth over time and their demographic breakdown to better understand the makeup of their audience.

Tomer Cohen, Chief Product Officer, LinkedIn

“In addition, with updated data exporting, you can continue to identify trends and manage analytics in ways that work best for you.”

To access these updates, you must have creator mode turned on.

More accessible videos and ads

During 2022, LinkedIn experienced a 33% increase in conversations about accessibility and inclusivity in the workplace. LinkedIn has made improving the accessibility of its products a priority, and as a result, you can expect to see the following changes in 2023.

  • Videos will now have auto-generated captions, and users can choose to turn on high contrast when watching videos. Viewers can also turn on high contrast while watching videos.
  • Standardised accessibility job titles are now available, such as accessibility designer. LinkedIn says this will help users get discovered and help them find opportunities.

Improved discoverability

LinkedIn will feature personalised job collections that don’t require users to input their needs in a search box. The collections will align with the way people are searching for their next role and will be based on flexibility, location, company and more.

Tomer Cohen, Chief Product Officer, LinkedIn

“We often hear from professionals that they would like to discover & explore new career opportunities even if they are not actively pursuing another job. We see an increase in members who are “casually” exploring job opportunities, especially ones that align more with their values and preferences (e.g. work-life balance, flexible work arrangements, up-skilling and career growth).”

 

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