LinkedIn Now Features Short-Form Video and Premium Company Pages

LinkedIn's 'Contribute your expertise' feature is a new addition within the post composer that encourages users to share their knowledge by contributing to collaborative articles that align with their skills. Users are presented with a curated list of articles where they can share their expertise, thereby enhancing the quality and diversity of content on LinkedIn. This feature also includes a 'top voice' badge to incentivize quality contributions and aims to increase content discoverability and value as LinkedIn improves its content indexing and search capabilities.

To use LinkedIn Dynamic UTMs, marketers need to add a dynamic UTM parameter to their campaign just once. LinkedIn will then automatically populate the account, campaign, and/or creative name into the destination URL. Analytics tools like Google Analytics can track this information to optimize web traffic generated through LinkedIn ads.

The new LinkedIn Ads features include enhancements to Sponsored Messaging, introduction of Sponsored Articles, Thought Leader Ads, and the ability to boost posts for lead generation. These updates offer marketers new opportunities to scale messaging, leverage long-form content, and streamline workflows. Sponsored Articles amplify the reach of brand's long-form content, Thought Leader Ads allow sponsoring influential content from any member, and boosted posts can now be associated with Lead Gen Forms to turn high-performing organic content into lead-generation tools.

LinkedIn Premium Company Page subscription is a new service targeted at small and medium businesses that includes AI-assisted content creation and tools to grow follower counts and raise profiles on the platform. Features include the ability to review recent visitors and invite them to follow the Page, create 'call to action' buttons, showcase testimonials, and obtain a golden badge indicating a premium subscription. The subscription starts at $99.99 per month per Page, with a discounted annual rate.

To use LinkedIn Pages Messaging, Page admins need to enable the feature through 'Inbox Settings' in the admin view. A 'Message' button will then appear on the Page, allowing members to initiate conversations. Page admins with the necessary access can respond to these messages in a dedicated Pages inbox. The feature also supports integration with third-party tools like Hootsuite and Zoho for streamlined message management.