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LinkedIn Releases New Updates for Newsletters

LinkedIn Newsletters continues to perform strongly – more than 500 million people have subscribed to one of the 146,000+ Newsletters on the platform – and daily readership has doubled year-on-year.

And for good reason. Brands have embraced the knowledge-sharing format, which can be a valuable engagement tool and a way to prove expertise to a wider network.

To make it easier for marketers to connect with others and share knowledge, LinkedIn has made several updates to the Newsletter platform via enhanced analytics, time-saving article draft changes, new editing controls and enhanced verification methods.

Better analytics

With the popularity of Newsletters increasing, it has become more important for publishers to understand their audience and what content is working. That’s why LinkedIn is introducing new analytics that go deeper into content performance and audience demographics.

Keren Baruch, Director of Product, LinkedIn

“Available to both individual authors and Pages with newsletters, we’ll show you how content consumption is trending over time, the audience you’re reaching with subscriber demographics, and advice for how to optimize for new audience growth. You can access newsletter analytics from the dashboard on your Profile or through a specific newsletter edition you want to dig into.”

Getting hold of more data is important, because it helps marketers make data-driven decisions to improve performance.

Time saving updates

Authors can now save time thanks to a feature that allows the easy duplication of article drafts, which can help a business keep Newsletters consistent with brand guidelines while letting marketers focus on writing good content. LinkedIn has also introduced an improved article preview screen, which will show an article exactly as it’ll look before it’s published. What’s more, author switching has been improved.

Keren Baruch, Director of Product, LinkedIn

“[Author switching makes] it easier to select whether you’re publishing as a member or from a Company Page, and whether the article is an edition within a newsletter or an individual article.”

Article switching will help cut down on needless admin time, while reducing the risk of publishing an article under the wrong account (if you have multiple).

The role LinkedIn verification plays

Verification has become an important part of LinkedIn’s Newsletter experience, too. Verification lets members provide that elements of their profile are true. LinkedIn has now updated this feature to make it clearer which aspects of a profile are verified, such name or business.

LinkedIn verification launched as a free service at the start of 2023 and was instantly popular, with 18 million sign ups across the world.

Oscar Rodgriguez, Vice President, Product Management, LinkedIn

“Our vision is for every member of the global workforce to verify at least one attribute of their professional identity, with an aspirational goal of 100 million verified members by 2025. This would make LinkedIn the largest verified professional networking site in the world.”

Verification is available to LinkedIn members and companies across the globe. LinkedIn says both ID and company verification can be displayed on your profile – which lets other members know you are who you say you are.

It’s also been integrated into job postings and as a result, more than 20% of postings on LinkedIn are verified, which helps applicants know they won’t be taken along for a ride.

LinkedIn launched verification with the aim of building trust across the network, which it hopes will lead to more opportunities for members. According to its data, verified members earn 60% more profile views, 50% more comments and reactions on their posts and 30% more messages – which proves the value of being verified.

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