LinkedIn is looking to follow Meta’s lead as it begins testing a new subscription-based service tailored for businesses.

The new initiative, dubbed LinkedIn Premium Company Pages, is gradually being rolled out and offers an array of advanced features designed to enhance visibility and interaction on the platform. At a starting price of approximately $99 per month, this service marks a significant development in LinkedIn’s strategy to diversify its revenue streams and reinforce its position within the professional networking domain.

LinkedIn Premium Company Page Subscription Features

The LinkedIn Premium Company Page subscription integrates several innovative features to boost a company’s presence and engagement.

Among these are customisable call-to-action (CTA) buttons, which allow businesses to direct visitors to desired URLs and detailed insights into who has visited the company page—providing a level of granularity previously unavailable on standard company pages.

Another notable feature of the subscription is an emblematic LinkedIn Premium badge, similar to a verification checkmark. As elsewhere, the badge would serve as a symbol of authenticity and status, further distinguishing Premium Company Pages from their non-premium counterparts.

Exclusive Generative AI Tools for Content Creation

Moreover, the service leverages AI technology to assist in content creation, offering AI-powered writing tools that help draft company updates. This feature reflects LinkedIn’s strategic utilisation of Microsoft’s technology, given its parentage, and taps into the growing trend of AI integration in business processes. The package also includes automatic invitations for users who engage with the company’s content to follow the page, potentially increasing the company’s follower base with minimal effort.

Premium Pages are expected to feature an expanded Who’s Visited My Page section. The enhanced feature allows page administrators to access detailed profiles of individual visitors, including names, job titles, and companies. This detailed visitor insight is available provided the visitors have not disabled their privacy settings, which are enabled by default. Such granularity goes beyond the simple demographic overviews of regular pages, enabling businesses to gain a deeper understanding of their audience.

Administrators can use this information to tailor outreach efforts and refine marketing strategies, thereby improving lead generation and engagement. Additionally, they can invite these visitors to follow the page, extending reach even to those with whom they previously had no direct connection.

Premium Company Pages can prominently feature client testimonials, complete with text and an optional image, such as the client’s logo or a related visual. Positioned at the top of the LinkedIn Page, these testimonials act as strong endorsements, enhancing credibility and appealing directly to potential clients and partners, thereby potentially bolstering the company’s brand reputation and attractiveness.

Will Businesses Pay $99 per month?

While these features present some benefits, the price point of $99 per month may pose a barrier for many SMBs, especially when considering the overall value offered. The effectiveness of some features, such as AI-generated content and auto-invitations, might not be perceived as essential compared to other marketing tools available externally at possibly lower costs. Additionally, concerns about the potential for features like auto-invitations to appear spammy could deter some businesses from subscribing.

The introduction of Premium Company Pages is part of LinkedIn’s broader strategy to offer tiered services that cater to various user needs. Other LinkedIn premium services include Premium Career for job seekers, Premium Business for business intelligence, Sales Navigator for sales teams, and LinkedIn Learning for professional development. Collectively, these services have significantly contributed to LinkedIn’s revenue, with Premium subscriptions alone growing by 25% year-on-year to $1.7 billion in 2023.

LinkedIn Is Rocking

LinkedIn’s strategic expansion also comes at a time when LinkedIn is experiencing record levels of usage and engagement. The platform has seen increased interest as an alternative to other social media sites, which have been fraught with issues like misinformation and changing algorithms that affect content visibility. This context highlights LinkedIn’s opportunity to position itself as a more stable and professional venue for networking and business growth.

Meaghan Yuen , Insider Intelligence Analyst, January 2024

“Marketers are really feeling excited about its potential as an advertising platform in a way that they maybe haven’t in years past,” said our analyst Minda Smiley.

“People who used to be on X or haven’t found a footing on Threads don’t know where to go,” Smiley said. “And they’re ending up on LinkedIn, posting a lot.” Ad prices on LinkedIn jumped as much as 30% YoY due to rising demand, the Financial Times reported in December.

The platform is innovating to make it easier for marketers and creators to use the platform, Smiley said. Last October, LinkedIn introduced generative AI-powered ad tools that provide campaign optimization recommendations for content, including copy and headlines, and audience targeting.”

The effectiveness of LinkedIn’s new premium service in attracting substantial interest will depend on its ability to demonstrate clear returns on investment for businesses. This will likely be influenced by factors such as the visibility of Premium Company Pages in LinkedIn’s search and feed algorithms, the ease of use of its AI tools, and the actual impact of these tools on follower growth and engagement.