Social Media Marketing Talk Show: LinkedIn Updates — Ads Tools, Video Features, Benchmarks, and More

Release Date: December 2, 2024

In the latest episode of the Social Media Marketing Talk Show, hosted by Jerry Potter of Social Media Examiner, listeners are treated to an in-depth exploration of the most recent updates on LinkedIn. Joining Jerry is Mikayla Alexis, a seasoned LinkedIn marketing strategist, who delves into the platform's new features, advertising tools, video enhancements, and insights from a recent benchmark report. This comprehensive discussion provides marketers with actionable insights to refine their LinkedIn strategies for 2025 and beyond.

1. LinkedIn's New Content Recommendations

Timestamp: [02:08]
Mikayla Alexis opens the conversation by highlighting LinkedIn's proactive approach in refining content standards. LinkedIn has recently published guidelines delineating the types of content that should be avoided to enhance user experience and content relevance. The categories include:

• Promotional and Off-Topic Content: Overly promotional posts that do not add value.
• Engagement Bait: Posts explicitly asking for likes, shares, or comments, which LinkedIn is discouraging to prevent manipulative engagement tactics.
• Unoriginal Content: Repetitive or reused content lacking originality.
• Negative Content: Posts that incite negativity or controversy, especially in light of current global political climates.
• Adult and Sensitive Content: Inappropriate content that doesn't align with LinkedIn’s professional environment.

Mikayla emphasizes, “LinkedIn is really trying to maintain its focus on professional and valuable content, steering away from spammy or irrelevant posts” ([02:21]).

2. Navigating Engagement Bait

Timestamp: [03:03]
A significant portion of the discussion centers around engagement bait, a tactic previously commonplace on LinkedIn. Mikayla expresses her concern: “It's interesting that they are saying post explicitly asking for shares or tags might seem like a quick win, but can actually hurt your reach” ([03:06]). This shift requires marketers to adopt more subtle and value-driven calls to action instead of overtly requesting engagement, fostering a more organic interaction with the audience.

3. Enhanced Video Features and Composer Updates

Timestamp: [06:42]
LinkedIn continues to prioritize video content into 2025. Mikayla explores the platform’s latest updates aimed at facilitating video creation and engagement:

• New Video Button in Composer: Simplifies the process of adding videos by providing a dedicated button, encouraging creators to focus on video content rather than generic media uploads.

  “It's so that people specifically add videos versus photos. Photos tend to just kind of reign supreme on LinkedIn in general” ([07:42]).

• Prominent Follow Button on Videos: Enhances the ability to convert viewers into followers seamlessly.

  “It's a really nice way to create videos and know that you might be converting viewers into new followers on LinkedIn” ([09:07]).

• New Engagement Icons: Replacement of the mute button with a save post button, allowing users to save valuable content for later reference.

  “It makes it easier for people to save your video content and revisit it later” ([09:59]).

While these updates offer new opportunities, Mikayla notes the cultural differences in how features are adopted on LinkedIn compared to other platforms like YouTube or TikTok. She suggests maintaining a balance by possibly retaining both mute and save buttons to cater to professional settings where silent content consumption is preferred ([10:07]).

4. Revamped Sharing Mechanisms

Timestamp: [12:07]
LinkedIn has introduced an enhanced sharing feature that includes a send as message option. This allows users to share posts directly with individuals or specific groups, streamlining targeted content dissemination. Mikayla praises this addition: “There are so many times where I see a post and I do want to share it directly with the person” ([12:21]).

Jerry adds a psychological perspective, referencing a New York Times study that identifies identity as a primary driver for content sharing. This insight underscores the importance of creating authentic and personally resonant content to foster genuine engagement without resorting to engagement bait tactics ([13:37]).

5. Feed Optimization and Algorithm Adjustments

Timestamp: [14:54]
Optimizing one's LinkedIn profile is crucial for ensuring that the content feed aligns with personal and professional interests. Mikayla advises:

• Profile Optimization: Ensures that LinkedIn accurately curates content based on updated professional goals and interests.
• Intentional Networking: Focusing on meaningful connections rather than amassing large numbers of connections for a more relevant and engaging feed.
• Active Engagement: Regularly liking, commenting, and interacting with content to signal activity to LinkedIn’s algorithm, thereby improving content visibility.

She emphasizes, “It's just such a great time of year to tie up those loose ends, right, like the profile and then go into 2025 with a fresh new feed” ([16:37]).

6. Changes to LinkedIn Events

Timestamp: [17:35]
LinkedIn is phasing out audio-only events, previously similar to Clubhouse, in favor of integrating events into LinkedIn Live using third-party streaming tools. Mikayla expresses her disappointment: “There is always going to be that technology barrier for a lot of people” ([17:49]). This change may pose challenges for users accustomed to native audio events, potentially limiting accessibility for some.

7. Innovative Advertising Tools: Boosted Posts and AI Enhancements

Timestamp: [20:55]
LinkedIn is simplifying paid lead generation by allowing users to boost posts directly from their LinkedIn page. This feature leverages first-party data to target high-quality leads without navigating complex ad tools. Mikayla explains, “You don't need to go in and use any of their ad tools. You can just use your LinkedIn page” ([20:55]).

Additionally, LinkedIn has introduced AI-powered features in Sales Navigator:

• Lead IQ: Provides detailed overviews of leads, including their activities, interests, and achievements, enabling personalized outreach.

  “They have Lead IQ... it will tell me their personality traits. It will tell me how to reach out to them” ([22:11]).

• Enhanced Account IQ: Offers tailored insights into target accounts and demonstrates how specific solutions can meet their needs.

These AI tools aim to reduce the manual effort involved in lead research, allowing marketers to engage more effectively with potential clients.

8. Insights from the LinkedIn and HubSpot Benchmark Report

Timestamp: [25:02]
The episode also covers highlights from a benchmark report conducted by LinkedIn and HubSpot, surveying 250 marketing leaders. Key findings include:

• Marketing Budget Allocation: Companies are investing 20-30% of their annual revenue into marketing, emphasizing the importance of strategic planning.

  “Companies are spending 20 to 30% of their annual revenue on marketing” ([25:20]).

• Key Performance Indicators (KPIs): Marketing-source pipeline and revenue remain the top KPIs, underscoring the critical role of marketing-sales alignment.

• Extended Buyer Cycles: Decision-makers are taking longer to make purchases due to increased pressure to avoid mistakes, leading to more extended buyer journeys.

  “Buyer cycles are getting longer as decision makers face greater pressure to avoid mistakes” ([25:20]).

Mikayla links these insights to the necessity for marketers to create more touchpoints and deliver value-driven content to stay top-of-mind amidst a crowded marketplace.

9. Conclusion and Takeaways

In wrapping up, Jerry and Mikayla reiterate the importance of adapting to LinkedIn's evolving landscape by embracing new features, optimizing profiles, and leveraging AI tools for enhanced lead generation and sales strategies. They also highlight the significance of attending events like Social Media Marketing World for staying updated with the latest marketing trends and networking with industry professionals.

Mikayla shares her availability for further engagement, directing listeners to her LinkedIn profile and upcoming talks on magnetic marketing at Social Media Marketing World 2025.

Notable Quotes:

• "It's interesting that they are saying post explicitly asking for shares or tags might seem like a quick win, but can actually hurt your reach." — Mikayla Alexis ([03:06])

• "LinkedIn is really trying to maintain its focus on professional and valuable content, steering away from spammy or irrelevant posts." — Mikayla Alexis ([02:21])

• "LinkedIn has always been really protective of maintaining their work career prospective content." — Mikayla Alexis ([05:09])

• "Marketing-source pipeline and revenue remain top KPI, signaling the value of a strong marketing to sales connection." — Mikayla Alexis ([25:20])

This episode offers a treasure trove of insights for marketers aiming to harness LinkedIn’s latest tools and updates effectively. By understanding and implementing these changes, professionals can enhance their social media strategies, ensuring their content remains relevant, engaging, and impactful in the competitive landscape of 2025.

For more detailed insights and to stay updated with the latest in social media marketing, visit SocialMediaExaminer.com/liveshow.