By Lane Ellis

What are the latest LinkedIn features and how can B2B marketers best utilize them for success in the push towards 2024 and throughout the coming year?

Since its inception LinkedIn* has been the leading business social media platform, and with increasing numbers of brands and users having turned away from Twitter since its highly-publicized 2022 ownership and policy shifts, in 2023 LinkedIn has grown to over a billion members.

Microsoft’s latest quarterly performance report showed that LinkedIn has seen continued record levels of engagement, with the number of user sessions expanding by 12 percent from the same quarter in 2022, accompanied by revenue that grew by eight percent during the most recent quarter year-over-year, Microsoft recently announced.

Additionally, overall U.S. B2B advertising spending is expected to reach $31.72 billion during 2023, with 37.4 percent of that accounted for by LinkedIn and Meta alone, according to recent Insider Intelligence data, as we covered recently in our Friday Elevate B2B Marketing News Weekly Roundup.

In addition to providing plentiful new paid advertising options, LinkedIn has also kept the pedal down with innovative new organic content publication and promotion opportunities.

Having released a robust offering of new platform features over the past few months, let’s take a look at six of them and how they can help B2B marketers shine.

1 — Work Better Together With Collaborative LinkedIn Articles

LinkedIn has long been a leading social platform where subject matter experts adept at collaborative content creation devote time and effort, however it wasn’t until recently that LinkedIn incorporated specific features aimed at multiple-person collaboration.

LinkedIn has rolled out an array of new collaborative article features, including new content layouts that better highlight key contributors and include a more robust user interface, along with easier-to-access in-feed emoji and other reactions.

An increasing number of major brands have begun harnessing the power of creators on LinkedIn, with influencer partnerships becoming more commonplace as brands have increasingly found success with such relationships on the professional social platform, and Fast Company recently took a look.

The latest generation of collaborative content features on the platform come as LinkedIn has benefited from a decrease in users at X, many looking for a new digital gathering spot. The continued growth LinkedIn has seen has caused it to undergo a transformation in the eyes of the public, noted in a proliferation of articles such as “Sorry, But LinkedIn Is Cool Now,” by Sarah Frier, editor in charge of big tech coverage at Bloomberg.

Just as B2B marketing has transformed from boring-to-boring to much more exciting B2C-like content experiences and storytelling, so too has LinkedIn undergone a shift from the static resume repository of long ago to a platform rich with industry-specific creators, influencers, and subject matter experts.

“LinkedIn has undergone a shift from the static resume repository of long ago to a platform rich with industry-specific creators, influencers, and subject matter experts.” — Lane R. Ellis @lanerellis
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Source:: Top Rank Blog