LinkedIn constantly evolves, with regular updates to enhance Company Pages, Personal Profiles, and content. As these changes roll out, staying ahead and leveraging the platform’s new features is crucial to boost your visibility and business growth.
In this post, I summarise the most important recent LinkedIn updates, including a game-changing feature that could dramatically increase your post impressions.
This article is inspired by the recent episode of the Social Media for B2B Growth Podcast hosted by Michelle J Raymond, which goes into much more detail.
Thanks to our podcast sponsor Metricool. Make sure to register for a FREE Metricool account today. Use Code MICHELLE30 to try any Premium Plan FREE for 30 days. https://i.mtr.cool/NEDXVZ
LinkedIn Company Pages: What’s New?
LinkedIn has been introducing several updates aimed at improving Company Pages. If you manage a page, here are some essential changes to be aware of:
- Company Page Verification: You can now request verification for your Company Page. This helps authenticate your business and combat the increasing number of fake profiles on the platform. You’ll find this option in the page admin settings. Verified pages add credibility, so it’s worth doing.
- LinkedIn Premium for Company Pages: While this feature has had a rocky start, LinkedIn is refining it. For instance, the character limit for testimonials has increased from 70 to 250 characters. Other improvements are expected as LinkedIn fine-tunes its premium offerings, so it’s worth watching.
However, you should assess whether the current features justify the cost, especially as the feature still seems to be in its infancy.
- Invites to Follow the Company Page: Growing your followers is essential for increasing visibility. LinkedIn’s page admin layout has changed, moving the “invites to follow” feature from the top right to the left-hand menu.
This feature allows admins to use up to 250 invite credits monthly to grow page followers—so use it regularly.
LinkedIn Profile Updates: What You Should Know
LinkedIn has introduced several updates that can make managing and creating content easier. Here’s what to watch out for:
- Editing Scheduled Posts: LinkedIn’s scheduled post feature has been improved by allowing users to edit posts after they’ve been scheduled. This small but significant update saves time and effort, eliminating the need to delete and re-create posts.
- Scheduling Polls: Polls are a great way to engage your audience, and you can now schedule them in advance. While this may not be a groundbreaking feature, it’s helpful for those who want to organise their content ahead of time. Polls, especially with simple yes/no answers, have generated significant reach, often doubling impressions. So, if you haven’t tried polls recently, now’s a great time to experiment.
- AI Integration: LinkedIn is moving towards becoming an AI-first platform, thanks to Microsoft’s investments in AI technologies like ChatGPT and Copilot. While these features are still in their early stages, there’s significant potential for AI to enhance productivity and content creation on the platform. For now, the current AI offerings haven’t made a big impact, but this is something to keep an eye on as LinkedIn’s AI tools evolve.
The Game-Changing ‘Videos For You’ Feature
Now for the feature that’s creating a lot of buzz—LinkedIn’s new Video For You feed. This update has the potential to dramatically increase your reach, with users reporting hundreds of thousands of impressions on their posts.
Here’s what you need to know:
- What is it? Similar to TikTok’s “For You” page, this feature introduces short-form vertical videos on LinkedIn, aimed at helping creators get discovered by new audiences. You’ll find this feature exclusively on mobile. After a few scrolls on your feed, you’ll encounter a section labelled “Videos For You,” showcasing three or four videos horizontally.
- How does it work? Clicking on one of these videos opens a vertically scrolling feed, much like TikTok or Instagram Reels. Content creators fortunate enough to have their videos picked up by this feature have seen their impressions soar.
- What should you do? To take advantage of this opportunity, experiment with creating short-form videos tailored for this mobile-first format. It doesn’t have to be a polished production—smartphone videos edited with tools like CapCut or Descript will suffice. Start small, and don’t be afraid to share that it’s your first video—engagement often comes from authenticity.
One downside: Currently, it appears that Company Pages aren’t featured in this feed. This might change in the future, but for now, it’s individuals who are benefiting most from this discovery tool.
Why These Updates Matter
The ongoing changes to LinkedIn aim to help companies and individuals grow their presence on the platform. Whether it’s verifying your Company Page, experimenting with short-form videos, or leveraging polls, these updates provide new ways to stand out in an increasingly competitive environment.
To stay ahead, regularly test these new features to see what works best for your business. Whether it’s short-form video or optimising your page with new premium features, LinkedIn’s updates can help you drive greater engagement and, ultimately, business growth.
Final Thoughts
LinkedIn continues to evolve, and staying on top of these updates is essential to maximising your potential on the platform. From Company Page verification to the exciting new Video For You feature, there are plenty of opportunities to increase your visibility and engagement in 2024.
As always, the key is to experiment.
Try out these new features and see how they impact your business. And remember—if something works, stick with it; if it doesn’t, keep testing!
Cheers
Michelle J Raymond is the Founder of B2B Growth Co and has made her mark as the world’s leading authority on LinkedIn Company Pages, offering comprehensive strategies and training to brands eager to harness LinkedIn for business growth through thought leadership, content marketing or social selling techniques.
With 20+ years’ experience in B2B sales, and almost a decade of social selling on LinkedIn, Michelle stands out for her significant LinkedIn contributions as the co-author of two globally acclaimed books: “Business Gold,” the first book exclusively dedicated to LinkedIn Company Pages, and “The LinkedIn Branding Book,” and her insightful podcast Social Media for B2B Growth. Follow her YouTube channel @MichelleJRaymond for helpful how to’s.
