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.