LinkedIn Updates: Video Posts, Custom CTA Buttons, Attribution Reports, and More - Social Media Marketing Talk Show

Summary5 min read

Social Media Marketing Talk Show: LinkedIn Updates – Comprehensive Summary

Released on June 9, 2025, the "Social Media Marketing Talk Show" hosted by Michael Stelzner of Social Media Examiner delves into the latest updates on LinkedIn. In the episode titled "LinkedIn Updates: Video Posts, Custom CTA Buttons, Attribution Reports, and More," host Jerry Potter explores several significant changes and enhancements introduced by LinkedIn, offering valuable insights for marketers aiming to leverage the platform effectively.

1. LinkedIn's Expanding User Base and Revenue Growth

Jerry Potter kicks off the discussion by highlighting LinkedIn's impressive growth metrics. According to LinkedIn's Q3 summary, the platform now boasts over 1 billion users, a figure that continues to rise steadily. This growth is a positive indicator for marketers investing their time and resources into LinkedIn.

Jerry Potter [01:57]: "LinkedIn now has over a billion users and it's continuing to grow."

The platform also reported a 7% revenue growth in Q3, underscoring LinkedIn's increasing profitability and the effectiveness of its monetization strategies.

2. Surge in Video Content Engagement

A significant portion of the episode focuses on the dramatic rise in video content consumption on LinkedIn. LinkedIn has been strategically emphasizing video content, which aligns with shifting consumer behaviors seeking more engaging and authentic interactions that AI cannot replicate.

Jerry Potter [02:12]: "LinkedIn video content rose 36%, and comments increased 32% year over year."

This surge not only indicates higher user engagement but also suggests that video content elicits stronger emotional responses, making messages more memorable and actionable. As Jerry notes, "emotion is what actually gets people to remember what you said, or at least remember how you made them feel."

3. Changes to Website Hyperlinks on User Profiles

One notable update is LinkedIn's decision to restrict the ability to add website hyperlinks on user profiles. Previously, users in "Creator Mode" could freely add website links, but moving forward, this feature will be limited to three specific groups:

Premium Business Plan Subscribers
Sales Navigator Customers
Recruiter Customers

Jerry Potter [05:02]: "LinkedIn is now only going to allow website links for premium business plan subscribers, sales navigator customers, and recruiter customers."

This change aims to control traffic leaving LinkedIn and possibly to enhance the value of premium subscriptions. While some marketers might find this limiting, it underscores LinkedIn's strategy to prioritize high-value users and services.

4. Enhanced Video Embedding Options

To further promote video content, LinkedIn has improved its embeddable video features, allowing users to integrate LinkedIn videos seamlessly into their websites and blog posts. Marketers can choose from three embedding options:

Full Post Embed: Includes the entire post with video and accompanying text.
Less Text Embed: Features the video with minimal text, encouraging viewers to engage more deeply.
Video-Only Embed: Presents a clean, standalone video without additional text.

Jerry Potter [06:13]: "You can embed the full post, a version with less text, or the video all by itself, which looks really nice and clean."

However, it's important to note that these embedding options are limited to straight-up video posts and do not support multi-photo posts or reposts with commentary.

5. Expanded Post Analytics

LinkedIn has rolled out expanded analytics features to provide deeper insights into post performance. The new analytics options include:

Profile Activity Tracking: Measures how posts drive profile views and new followers.

Jerry Potter [07:05]: "That's a step forward in the customer journey or did it have them decide to follow you."
Link Engagement Tracking: Available exclusively to premium subscribers, this feature tracks clicks on custom CTA buttons such as website links or newsletter sign-ups.

Jerry Potter [07:30]: "So to access these, all you have to do is click 'View analytics' on any recent post and you'll find two new sections: Profile Activity and Link Engagement."

These enhancements allow marketers to better understand their audience's behavior and refine their strategies to increase engagement and conversions.

6. Introduction of the Revenue Attribution Report

Understanding the complexity of B2B marketing, LinkedIn has introduced the Revenue Attribution Report Capability. This new feature enables marketers to measure campaign effectiveness at the company level rather than just individual touchpoints. Key benefits include:

Identifying Highly Engaged Companies: Facilitates retargeting efforts towards companies showing significant interest.
Analyzing Conversion Metrics: Determines which industries and company sizes yield the best conversion rates.
Refining Targeting Strategies: Uses data-driven insights to optimize marketing campaigns and accelerate sales cycles.

Jerry Potter [08:15]: "With this, you'll be able to identify highly engaged companies for retargeting, analyze which industries and company sizes convert most effectively, and then use these insights to refine targeting strategies and accelerate sales cycles."

This report is particularly useful for marketers dealing with multiple decision-makers within B2B contexts, allowing for a more comprehensive understanding of campaign impacts.

7. Rebranding of LinkedIn's Wire Program to BrandLink

LinkedIn has rebranded its Wire Program to BrandLink, an initiative that enables advertisers to align their content with editorial pieces from trusted publishers. This alignment enhances ad performance by associating promotional content with reputable and engaging editorial material.

Jerry Potter [08:46]: "LinkedIn is renaming their wire program to BrandLink, which allows advertisers to align with editorial content from trusted publishers, something they've shown tends to perform better."

BrandLink also expands to include some of the world's top creator voices, providing advertisers with more opportunities to connect their ads with high-quality, trusted content. This strategic move aims to improve ad reception by placing them alongside content that users already appreciate.

Conclusion

Throughout the episode, Jerry Potter emphasizes the importance of adapting to LinkedIn's evolving landscape to maintain a competitive edge in social media marketing. From leveraging the increasing popularity of video content to utilizing advanced analytics and attribution reports, marketers are equipped with new tools and insights to enhance their strategies on LinkedIn.

Jerry Potter [09:56]: "Those are the updates for LinkedIn. Until next time, may you be wise with your marketing decisions."

For marketers looking to stay ahead, understanding and implementing these updates is crucial for maximizing LinkedIn's potential as a powerful B2B marketing platform.

Note: Promotional segments from Marissa Shadwick regarding the AI Business Society were excluded from this summary to focus solely on the episode's content-rich discussions.

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Transcript141 lines

[00:01]
Marissa Shadwick
Are you feeling overwhelmed trying to keep up with all the AI changes? Trust me, I know how it feels. The marketers who are truly thriving today with AI have discovered something really important. They're not doing it alone. At the AI Business Society, we've created a community where smart, curious marketers like you share discoveries, troubleshoot their challenges, and celebrate breakthroughs together. Listen to what Marissa Shadwick had to say. Quote, I found my people. I love chatting about our experiences with AI and supporting each other on our journey towards the future. Unquote. Stop navigating the AI revolution by yourself. Join our community of innovators and let's grow together. Visit socialmediaexaminer.com AI to learn more.
[00:56]
Michael Stelzner
Welcome to the Social Media Marketing Talk show, your guide to the ever changing world of social media.
[01:03]
Jerry Potter
All right, on today's show, we're going to Explore the big LinkedIn updates that.
[01:07]
Unknown
We'Ve got to be on top of.
[01:08]
Jerry Potter
As marketers, including people using LinkedIn continues to grow. Always a good sign if we're investing.
[01:14]
Unknown
Our time and money there.
[01:15]
Jerry Potter
But wait until you hear which parts. I think some people will be surprised, maybe not you. We'll see.
[01:19]
Unknown
Also, one of my favorite LinkedIn features is going away unless you're going to.
[01:22]
Jerry Potter
Pay a lot more money for it.
[01:23]
Unknown
Kind of a bummer for, for a lot of us.
[01:24]
Jerry Potter
And a new way to drive more views to your videos on LinkedIn as well. And if you are B2B, a pretty.
[01:31]
Unknown
Cool ads update when you're trying to reach multiple decision makers at a company. All right, let's jump in.
[01:38]
Jerry Potter
My name is Jerry Potter, host of the Social Media Marketing Talk show, a production from Social Media Examiner. We break down all the latest social.
[01:44]
Unknown
Media news and what it means for marketers like you.
[01:48]
Jerry Potter
So first off, LinkedIn did release their Q3 summary.
[01:52]
Unknown
They do a financial year. Microsoft, who owns LinkedIn, does this. And so this is more like Q1.
[01:58]
Jerry Potter
For most of us.
[01:58]
Unknown
But their most recent quarter and they announced that LinkedIn now has over a.
[02:03]
Jerry Potter
Billion users and it's continuing to grow.
[02:06]
Unknown
Always a good sign.
[02:07]
Jerry Potter
Not surprising for those of us that.
[02:09]
Unknown
Are spending time on LinkedIn because it does tend to get better and better and better.
[02:12]
Jerry Potter
7% revenue growth in Q3. Their Q3 again, time spent watching video content.
[02:19]
Unknown
Way up. This is no surprise because LinkedIn has.
[02:21]
Jerry Potter
Been emphasizing video content. And unlike in some cases where a platform says, hey, we think you should.
[02:27]
Unknown
Focus on this, the consumer behavior is also following. Again, no surprise. People are looking for that content that they can't necessarily get from an AI bot and information and things like that. So LinkedIn video content rose 36% and.
[02:43]
Jerry Potter
Comments increased 32% year over year.
[02:46]
Unknown
So people are spending more time and.
[02:48]
Jerry Potter
Getting more engaged on the platform.
[02:51]
Unknown
So didn't see a whole lot more.
[02:52]
Jerry Potter
About why that's happening.
[02:54]
Unknown
But I do think video can sometimes.
[02:56]
Jerry Potter
Bring a much stronger emotional response.
[02:59]
Unknown
And we know of course that emotion is what actually gets people to remember what you said, or at least remember how you made them feel, but also to take action and engage by commenting or visiting a link or consuming another.
[03:11]
Piece of content or something along those lines.
[03:13]
So on the B2B front, B2B ads.
[03:16]
Jerry Potter
Delivered two consecutive quarters of accelerated revenue.
[03:18]
Unknown
Growth, which again, of course is what.
[03:20]
Jerry Potter
LinkedIn is going for, is the best.
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Unknown
Place to market B2B.
[03:24]
Jerry Potter
And for small and medium sized businesses, LinkedIn Premium Pages subscriptions surged over 75%.
[03:30]
Unknown
Quarter over quarter again. This is definitely no surprise because they.
[03:34]
Started pushing them more and more. So not a big surprise there.
[03:37]
Jerry Potter
All right, there are some features that are going away on LinkedIn though, that.
[03:40]
Unknown
We want to update you on. Speaking of things changing, it's time to stop trying to waste your valuable time.
[03:46]
Trying to figure out AI completely on your own.
[03:49]
Jerry Potter
You know you should be using AI.
[03:51]
Unknown
But how do you get started?
[03:52]
Jerry Potter
How do you know which tools to use and which ones to avoid?
[03:56]
Unknown
In fact, just this week ChatGPT had this big update where it integrates with all kinds of other tools like Gmail and all the Google business tools.
[04:03]
Jerry Potter
And there are all these conversations happening around it inside the AI Business Society.
[04:09]
Unknown
And that's why we created the AI Business Society. When you join, you'll get instant access to easy to use resources and actionable.
[04:15]
Jerry Potter
Training that you can start using right.
[04:16]
Unknown
Away to get the most out of AI access to our comprehensive library.
[04:20]
Jerry Potter
You can connect with other AI enhanced.
[04:22]
Unknown
Marketers and learn from experts who understand your struggles. So like I said, with stuff changing as fast as it is, it's a great time to jump in, figure out.
[04:30]
Jerry Potter
How to use AI for your business.
[04:31]
Unknown
Go to social mediaexaminer.com AI business again social media examiner.com aibusiness all right, LinkedIn is taking away a well loved feature and that is the ability to have a website hyperlink on user profiles. So used to be that if on.
[04:51]
Jerry Potter
Your LinkedIn profile, if you had creator.
[04:54]
Unknown
Mode turned on, you could add a.
[04:56]
Jerry Potter
Link to your profile.
[04:56]
Unknown
Well, going forward they're only going to allow website links for three groups of people on LinkedIn.
[05:02]
Jerry Potter
One of them is premium business plan.
[05:04]
Unknown
Subscribers, one of them is sales navigator.
[05:06]
Customers and one of them is recruiter customers.
[05:09]
So not really sure if they decided to pull this away because too much.
[05:13]
Jerry Potter
Traffic was leaving LinkedIn.
[05:15]
Unknown
It's interesting because LinkedIn has always been.
[05:17]
Jerry Potter
Of all the major social networks, the.
[05:19]
Unknown
One that's like, nah, share your links, we don't mind if you send people.
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Jerry Potter
Other places, that's totally fine.
[05:23]
Unknown
We want you to use this for.
[05:25]
Jerry Potter
However works best for you.
[05:26]
Unknown
But maybe too many people were going away, but I would guess it's more likely they realized how valuable it was.
[05:32]
Jerry Potter
To certain people and they said, nope, you're going to have to pay for.
[05:34]
Unknown
Something if you're going to want to have this feature. So kind of a bummer to see that going away.
[05:40]
Jerry Potter
One thing they are of course trying to do is drive more and more.
[05:43]
Unknown
Traffic to videos on LinkedIn.
[05:45]
Jerry Potter
And of course if they're your videos.
[05:47]
Unknown
That is hugely beneficial to you and.
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Your company as well.
[05:50]
Jerry Potter
So they've now improved embeddable videos from LinkedIn. So now you can put them on your website in blog posts.
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Unknown
You know, YouTube has long been an easy way to just quickly embed a video on your website. Of course it comes with other things, you know, like they might recommend videos off your website. But now you have three options when.
[06:08]
Jerry Potter
Embedding a video post on your website. The full post, a version with less text where someone has to click more.
[06:14]
Unknown
To read it, or the video all.
[06:16]
Jerry Potter
By itself, which looks really nice and clean.
[06:19]
Unknown
So if you want to drive more views on your LinkedIn videos, this is.
[06:23]
A great way to do it.
[06:24]
Jerry Potter
Now, the feature does not support embedding multi photo posts or reposts that include commentary.
[06:30]
Unknown
So this is just for, for straight up video posts. And again, if you shared somebody else's video and then added your commentary on.
[06:36]
Top, you can't embed that version either.
[06:39]
Jerry Potter
All right. LinkedIn has expanded post analytics.
[06:41]
Unknown
I really like this. Some new analytics options for your posts.
[06:45]
Jerry Potter
One is tracking when posts drive profile.
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Unknown
Views and new followers. So it's great to know that your post reached a bunch of people, but.
[06:52]
Jerry Potter
What are you trying to gain from that?
[06:54]
Unknown
Some of the other platforms have had this for a while, so it's good to see it coming to LinkedIn. So now you'll be able to access these new insights. You can see did this post have a lot of people check out your.
[07:04]
Jerry Potter
Profile, which is always good, right?
[07:05]
Unknown
That's a step forward in the customer journey or did it have them decide to follow you? And if your goal is to just.
[07:12]
Jerry Potter
Grow your audience so that you can.
[07:14]
Unknown
Be bringing new people into your world.
[07:16]
Jerry Potter
As much as possible.
[07:17]
Unknown
Obviously, that's a great metric to track.
[07:19]
So that's available to everybody.
[07:20]
Jerry Potter
And then if you are a premium.
[07:21]
Unknown
Subscriber, then you'll be able to track clicks to premium custom buttons like websites or newsletters for those of you that will have premium and still have access.
[07:29]
To those and not have it taken away.
[07:31]
So to access these, all you have to do is click View analytics on any recent post and you'll find two new sections. One is called Profile Activity and one is called Link Engagement, so you can watch for those. But I think those are two awesome.
[07:43]
Metrics that we'll be able to track now, which will be fantastic.
[07:46]
All right, B2B often means more than.
[07:49]
Jerry Potter
One decision maker, right?
[07:51]
Unknown
So if you are tracking your ad.
[07:53]
Jerry Potter
Campaigns on LinkedIn and you're only tracking one touch point can be hard to figure out.
[07:58]
Unknown
Exactly. Okay, what did happen? Right?
[08:01]
Jerry Potter
Did the CEO finally make the decision?
[08:03]
Unknown
Was it an executive assistant whose advice they trust? Was it the coo?
[08:08]
Jerry Potter
Who is the person that kind of.
[08:09]
Unknown
Finally pulled the trigger on this?
[08:11]
Well, they have a new report called the Revenue Attribution Report Capability that now.
[08:15]
Jerry Potter
Allows marketers to measure campaign effectiveness at.
[08:18]
Unknown
The company level rather than individual touch points. So with this, you'll be able to identify highly engaged companies for retargeting, analyze.
[08:27]
Jerry Potter
Which industries and company sizes convert most.
[08:29]
Unknown
Effectively, and then use these insights to refine targeting strategies and then accelerate sales cycles. So imagine being able to see how many people from a company engaged with.
[08:39]
Your ad or with your content that you've put out there.
[08:43]
Jerry Potter
So again, that's the Revenue Attribution Report.
[08:45]
Unknown
Is where that's going to be.
[08:47]
Jerry Potter
And, and LinkedIn is renaming their wire program.
[08:51]
Unknown
It's now going to be called BrandLink. And if you haven't seen this before, this is a program that allows advertisers to align with editorial content from trusted publishers, which they've shown tends to perform better. Obviously, if your content is up against something that somebody already likes, like your video ad shows up against something somebody.
[09:09]
Jerry Potter
Already likes, they come in in a good mood, right?
[09:11]
Unknown
And therefore they're more likely to also.
[09:14]
Jerry Potter
Appreciate whatever you're putting in front of.
[09:16]
Unknown
Them in that moment. And now with this expansion, as it becomes brandlink, some of the world's top.
[09:21]
Creator voices, you can also align your ads with their editorial content. So you can look for that if.
[09:28]
Jerry Potter
You are running ads very, very soon. All right, just a quick reminder. Learn more about becoming an AI enhanced marketer. This is changing the game. Whether you have your own company or.
[09:37]
Unknown
You'Re a marketer in somebody else's company.
[09:39]
Jerry Potter
Just go to social mediaexaminer.com aibusiness again.
[09:42]
Unknown
Social media examiner.com aibusiness and if you want to add a podcast to your listening lineup, couple for you to check out. One is the AI Explored Podcast along with the Social Media Marketing Podcast.
[09:56]
Jerry Potter
Those are the updates for LinkedIn. Until next time, may you be wise with your marketing decision. Thanks everyone.
[10:02]
Unknown
Take care.
[10:03]
Michael Stelzner
The Social Media Marketing Talk show is a Social Media Media examiner production. For more social media Insight, visit social mediaexaminer.com.
[10:17]
Marissa Shadwick
Just a quick reminder before you go. If you're ready to become indispensable in the age of AI, the AI Business Society is your solution. Join now and secure your discounted membership by visiting social mediaexaminer.com AI I can't wait to see you inside the AI Business Society.