SMT Expert Series: Keren Baruch Discusses LinkedIn Content Trends and Creator Tools

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According to Social Media Today, over the last few years, LinkedIn engagement has gone through the roof, with the company reporting record levels of on-platform activity — specifically, engagement with posts and updates – for five straight quarters running.

That’s seen LinkedIn put more focus on content creation, and building community on the platform, which has led to the development of new tools like Content Recommendations, and Content Suggestions for Company Pages, enabling brands to boost their on-platform performance, along with new analytics to measure the impacts of such efforts. And now, LinkedIn is looking to the next stage.

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Keren Baruch is the platform’s Product Lead for Creator Strategy, so she’s well-positioned to provide insight into the latest LinkedIn content shifts, where things are headed, and what brands can do to maximize their performance on the platform:

What are the key content trends that you’re seeing on LinkedIn

This continues to be a dynamic year in terms of how people relate to work, and we see that in the conversations happening on LinkedIn. We’re seeing millions of conversations every day about topics that deeply affect our members’ lives from the pandemic, and protests about racial injustice, to increased sharing about mental health challenges that people have faced, and how remote working is changing business. The most recent trending topics we’ve seen include return-to-office plans, Pride month and business travel.

For creators looking to keep up on trends, you should definitely check out LinkedIn Editor Dan Roth’s Creator Weekly newsletter where he shares trending topics on LinkedIn each week. As a creator, you can use this information to spot trends on the topics people want to hear more about, as well as trending hashtags. If these subjects are areas on which you have a point of view or expertise, consider sharing an interesting video or lesson that riffs off the topic – or add commentary to a conversation already in progress

How is LinkedIn looking to develop its creator tools and build on its engagement growth?

We’re so excited to be doubling down on our efforts to make creators feel at home on LinkedIn. For many creators, this already is a home, where they contribute regularly via posts, articles, newsletters, Stories and Live Video. And although we’ve had user-generated content since 2012, we’re seeing conversations on the platform scale, and creators engage with their community via comments, reactions and messaging to help their followers stay informed.

We’re excited to continue investing in and rolling out new features to give creators the tools, guidance and support to publish great content, spark conversations and build an engaged following. We’ve got a super passionate team here that’s running quickly to get updates and features out, and to continue learning from creators. The recent launch of Creator Mode on LinkedIn is a first step in creating a dedicated experience for our creator community that we will continue to build upon.

What are the key elements of an effective LinkedIn content strategy?

It’s important to start with a few basics:

  • Build a strong Profile – Your Profile is your personal story, where people can find you and stay updated on your activity – so make sure that it showcases who you are, what you stand for, and what you’re interested in. Include a profile photo, add your experience, highlight your best work in your ‘Featured’ section and write up a summary to share more about your experiences and interests. You can now also add a video cover story to your Profile to share more about yourself and your expertise, in a more human and engaging way. For inspiration on how to bring yours to life, check out this blog post.
  • Optimize your Profile by turning on Creator Mode – If you want to build your following and engage with an audience on LinkedIn, I recommend turning on our new Creator Mode. This will reorganize your profile to lead with your featured content and more of your recent activity, while it also enables people to easily “Follow” you instead of “Connect” – an important distinction, since you should only connect with those you know and trust.
  • Diversify your content type – Beyond posts and full-length articles, there are many ways you can connect with your followers and engage your community on LinkedIn. A few tools you can try include LinkedIn Stories, creating your own newsletter or hosting a LinkedIn Live to broadcast video content to your LinkedIn network in real-time.
  • Timing is everything – The more timely and relevant your posts are, the more you’ll likely see responses and engagement. We’ve also seen that finding the right cadence of posting is key – regularly posting, without over-posting in a single day, will ensure that your audience has time to see and engage with your posts in their feed.
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