[SMK] Social Media Knowledge


LinkedIn Tanks Organic Link Posts

If you’ve recently noticed a reduction in the size of link preview images on LinkedIn, you’re not alone. This change is part of a broader update announced by LinkedIn, which is gradually rolling out across the platform.

While some posts still display the full-width preview images, this is becoming increasingly rare for organic content. The smaller image previews will become the new standard for organic posts, while sponsored posts will retain the larger, more visually appealing images.

Why the Change?

LinkedIn’s primary aim with this update is to encourage users to engage more natively within the platform, much like they do within Instagram, TikTok and Facebook.

By reducing the size of link previews, LinkedIn hopes to make native posts, such as LinkedIn articles and direct updates, more appealing. This move mirrors a similar change made by X (formerly Twitter) last year, where image previews for third-party links were also minimised to discourage external sharing and promote more in-app content creation.

LinkedIn explains that this change is intended to “help members stay on LinkedIn and engage with unique commentary.” By simplifying the feed and altering the image size for organic posts, LinkedIn is making a clear distinction between unpaid content and Sponsored Content.

When an organic post becomes a Sponsored Content ad, the small thumbnail preview image is replaced with a larger image, ranging from 360 x 640 pixels to a maximum of 2430 x 4320 pixels.

The Impact on Marketing Professionals

For marketing and communications professionals, this update has significant implications.

The reduced visibility of link previews in organic posts can potentially lower engagement rates, as the smaller images are less eye-catching and may not attract as many clicks. The smaller previews might make their posts less engaging, thereby diminishing their overall LinkedIn presence.

Moreover, the transition to smaller image previews can affect the overall user experience on LinkedIn. The less visually appealing thumbnails might make the feed seem less dynamic and engaging, which could impact how users interact with content on the platform.

While LinkedIn aims to keep users within the platform, the trade-off might be a less satisfying browsing experience for those who prefer more visually stimulating content.

Navigating the Change

As LinkedIn continues to roll out this update, it’s crucial for marketing professionals to adapt their strategies accordingly. Here are a few tips to navigate this change:

  1. Leverage Native Content: Focus on creating more native content directly on LinkedIn. This includes LinkedIn articles, status updates, and other forms of content that don’t rely on external links.
  2. Optimise Sponsored Content: Consider investing in Sponsored Content ads if your budget allows. These ads will continue to feature the larger, more engaging image previews, which can help maintain visibility and engagement.
  3. Creative Visuals: When posting organically, use compelling images within the post itself to draw attention, rather than relying solely on link previews. High-quality visuals can still capture user interest even if the link preview is smaller.
  4. Engage with Commentary: Foster engagement through insightful commentary and discussions. Even with smaller images, posts that spark conversation can still perform well and drive interaction.

The Introduction of a TikTok-Style Video Feed

In addition to the changes in link preview sizes, LinkedIn is also working on introducing a new TikTok-style video feed. This upcoming feature will likely have significant implications for marketing professionals, offering a new and dynamic way to engage with audiences.

The introduction of a video feed similar to TikTok indicates LinkedIn’s recognition of the growing popularity and engagement potential of short-form video content. For marketers, this presents both an opportunity and a challenge, and further cement the dominance of native content within LinkedIn,.

Focusing on LinkedIn Advertising For Traffic

With the new changes to link preview images, businesses will need to focus more on LinkedIn advertising to drive website traffic effectively.

As organic posts with external links become less visually appealing, the reliance on Sponsored Content ads will likely increase. Sponsored Content ads retain the larger, more attractive image previews, making them a crucial tool for maintaining click-through rates and engagement.

Investing in LinkedIn advertising will allow businesses to:

  • Reach a Broader Audience: Sponsored Content can extend beyond your immediate followers, reaching a larger, targeted audience that is more likely to engage with your content.
  • Maintain Visual Appeal: With the larger image previews, Sponsored Content is more likely to capture the attention of users, leading to higher engagement and better performance compared to organic posts.
  • Track Performance: LinkedIn ads come with robust analytics, allowing businesses to measure the effectiveness of their campaigns and adjust strategies accordingly.

By increasing focus on LinkedIn advertising, businesses can mitigate the impact of the reduced link preview sizes in organic posts and continue to drive significant traffic to their websites.

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