Work

Changes to the LinkedIn Platform

Marian Daniells

LinkedIn announced Monday that they will be making a few changes to the LinkedIn Pulse platform. You can expect to see these changes roll out over the next few days. A few relevant highlights are included below, and we’ve also broken down some new best practices in order to take full advantage of these changes.

Changes to the LinkedIn Pulse Platform:

Design. The platform will be updating the layout of LinkedIn posts. Posts will now span the width of one’s page or device to, as LinkedIn says, “give your words room to breathe.” Photos and other rich media will be displayed at higher quality, showing off your images, videos, decks, infographics, etc.

With this new design, sharing to all social networks will be easier and more prominent.

Branding. As part of this redesign, the platform will be phasing out the Pulse name. The Pulse change shouldn’t have any impact on your experience. From now on, content on LinkedIn will just be LinkedIn content. Particularly relevant posts will still show up in channels — Big Ideas, Editors’ Picks, etc. — and those channels will continue to flow through the LinkedIn feed and be part of the onboarding experience.

 Metrics. Writing and sharing on LinkedIn is about starting the right conversations with the right peers and professionals. To enable writers to stay focused on relevance instead of raw numbers, LinkedIn will be removing public-facing page view counts.

Account owners will still be able to privately see total page views, as well as information about who is sharing posts, what industries readers are in, where they’re located, etc. by visiting the personal analytics page (currently only available on desktop, though mobile analytics will be launching soon).

Engagement. In response to popular demand, LinkedIn will now put authors’ recent posts at the bottom of stories, thus encouraging readers to read and engage with more work. The platform will also be placing more follow buttons on posts and across LinkedIn to keep building your audience.

More good things are being planned. You should expect to see much more frequent testing, tweaking and innovating on the publishing platform to keep writers and readers happy.


How to Capitalize on the New LinkedIn Content Platform:

With these new changes in mind, there are a variety of ways that authors can strategically modify content in order to reap maximum benefits from the evolving platform. Some examples of new, best practices include:

Posting highly visual content. By prioritizing high-quality, high-resolution images, authors can take full advantage of LinkedIn’s expanded screen. Examples of high-quality images might include:

– Infographics pulled from branded company reports
– Embedded videos
– Personal photos from company events or interviews (take a few, and select the best)

 Leveraging LinkedIn’s editorial calendar. By aligning content with the platform’s editorial calendar—and incorporating the relevant hashtag into the text of your post, you can increase readership and engagement, and increase the likelihood of being included in the platform’s curated channels and feeds.

 Asking for engagement. Since LinkedIn will no longer be publicly showcasing content views, post engagement will become a more important metric. Encourage this interaction in a variety of ways:

– Share personal anecdotes and stories. These stories help readers connect. What was your favorite book growing up? When did you ever fail and how did you react? Tell us about your 3rd grade teacher who taught you to love math.
– Include tips for young professionals. Posts about professional growth already receive some of the highest levels of engagement. Increase these numbers even more by asking readers to comment with their own tips, anecdotes and recommendations.

 Thinking cross-platform. With LinkedIn’s new sharing buttons, the conversation can continue in comments and across other platforms, particularly Twitter. Encourage these responses by posing a question for readers. For example, consider ending posts with a question:

– What advice fundamentally changed your career course? Comment below or reach out on Twitter @username. #AdviceThatSticks

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