LinkedIn has become an essential tool for brands, business professionals and entrepreneurs to connect, network and showcase expertise in their industries. In fact, 96 percent of B2B marketers use LinkedIn to distribute content to the platform’s millions of users. As the ever-changing landscape of business evolves, LinkedIn frequently introduces new features. It’s crucial to stay up to date on these features to make the most of the platform. Without them, it’s possible to miss opportunities to engage with target audiences, increase visibility, and stay ahead of the competition.

Five New LinkedIn Features for Marketers

LinkedIn designs features to benefit businesses, brands and professional development. Here are some of LinkedIn’s most recent updates as well as tips on how to use them to your advantage:

1. Collaborative articles are a new way to interact and promote collective knowledge across the LinkedIn community. Article topics are prompted by AI-powered questions developed with LinkedIn’s editorial team before gathering additional insights from a select group of experts. LinkedIn requests insights, ideas and examples from members who are likely to be experts in a certain topic based on their profile, work experience, skills and prior engagement on the platform. To be considered, readers can engage with the articles by liking or reacting. According to LinkedIn Vice President Daniel Roth’s feature announcement, “We’ve long been driven to help every member of the workforce develop their skills, advance in their careers, and improve their economic prospects. Almost always, that path starts with knowledge—from people you know and from people you wish you knew. With collaborative articles, we’re investing in creating more equitable ways to unlock this knowledge across the professional world.”

 

2. Follow as company page is a new LinkedIn Page feature that allows company pages to act more like individual accounts. Now brands can follow other brands and interact with content. Following the insights of other experts in the industry is a vital practice for any professional to stay informed. It also helps brands build new relationships. Users can exercise this feature strategically to increase brand visibility in prospective marketplaces, foster new business partnerships, improve word-of-mouth marketing and interact directly with customers.

 

3. Scheduled posts have long been a common feature on other platforms, so it is a welcome addition to LinkedIn. Social media managers can prepare posts ahead of time or in batches and schedule them to post throughout the week. This gives brands more control over their content frequency. It’s important to balance consistent posts that show up in users’ feeds with a value-based profile feed that isn’t overcrowded. Scheduled posts can also help brands take advantage of the times when their prospects are most likely to be active. According to Hootsuite’s research, the best time to post for optimal engagement is 9:00 a.m. on Tuesdays and Wednesdays.

 

4. The cover story feature is available for individual and corporate pages. Users can add a 30-second video that will play when a visitor clicks your profile photo. This can serve as an elevator pitch or introduction to your company, mission or services. LinkedIn recently changed its “video-first algorithm,” which formerly prioritized video over text- or image-only posts. While text content ranks higher, LinkedIn continues to recognize the importance of video and its ability to maximize emotional and sensory engagement. Use cover story videos to add a humanized touch to your brand or personal profile.

 

5. LinkedIn polls have been around for a few years, but their use for B2B brands and thought leaders continues to grow. Social media users are more likely to browse than post, which often means there is a vast section of any audience that is quietly reading, rather than liking or commenting. LinkedIn offers users who encounter a poll in their feed an additional and low-stakes way to interact. This gives brands new insights into their audience, especially from users who might be unlikely to volunteer a written response. If the question is intriguing, hidden results incentivize readers to respond to see collective reactions. Controversial or unexpected results are likely to prompt new and vital conversations in the comments. Keep polls relevant to readers by presenting questions related to pain points and challenges. Improve lead generation by offering pathways to learn more or gain new insights with links to relevant content or services.

Engagement Is Always Evolving

Social media platforms can be a vital means to establish brand presence, and LinkedIn is no exception. LinkedIn offers a unique opportunity for B2B brands to connect with their target audience, showcase their products or services, and build a strong professional network. With new trends and features constantly emerging on every platform, it’s essential to stay up to date and adapt strategies accordingly. By learning and applying new technologies and trends, brands and professionals can optimize their LinkedIn presence, increase engagement and stay ahead of the competition.