LinkedIn will launch a new traffic portal: What are the new opportunities for B2B companies?

In July, LinkedIn disclosed in its latest earnings report that its revenue grew by 26% in the second quarter of 2022, while user engagement reached a "record" increase of 22%.

To match the active user behavior, LinkedIn's role as a B2B social media marketing platform is also increasingly important. At the same time, LinkedIn itself is constantly adding functions and improving the experience to amplify this role.

For the past month, LinkedIn has been testing a new tab in the mobile app, Discover, a combined discovery page like TikTok's "For You" and Facebook's "Feed."

On August 10, Blake Barnes, vice president of product at LinkedIn, shared the results of the latest Discover page on his personal homepage, and he was also actively answering related questions on his social media accounts.

01

How LinkedIn Discovery Pages differ from other platforms

Judging from Blake Barnes' disclosure of usage effects and the content of his responses on social media platforms, we can see that the Discover page that LinkedIn is about to launch has similarities and differences with other social media platforms.

01 Similarities

1: Based on the consideration of expanding the methods and channels for users to discover content, and also providing more methods and channels for creators/brands to be discovered by users, the Discover page application was born. After the LinkedIn Discover page is launched, it will break the restriction of "whether the user follows the account", and recommend content based on the user's interest level.

2: The recommendation mechanism of the Discover page is planned in a way that LinkedIn's professional editing and recommendation algorithms work at the same time. The emphasis on algorithms is consistent with other social media platforms.

02 Differences

1: It is also in the recommendation mechanism. Although the dual mode of "expert recommendation + algorithm" may be adopted after the official launch, in the test version, Blake Barnes revealed that currently only the method recommended by LinkedIn professional editors is used to display Discover to users. Content.

2: In terms of content type, LinkedIn's Discover page is more diverse and rich. Not only the content of posts, but also videos, events, groups, and other types of LinkedIn-specific content for users to discover.

3: In terms of content itself, LinkedIn will recommend content that is more suitable for their occupation and industry characteristics to different users, so what appears on the Discover page is more professional content rather than entertainment content.

02

How B2B brands can seize this new "traffic portal"

A new page means a new recommendation mechanism and a new traffic entrance. For overseas brands, especially B2B overseas brands, this important application function update of LinkedIn must not be missed.

First of all, in terms of the recommendation mechanism, the Discover page will obviously recommend more professional and vertical content than the traditional LinkedIn information flow. Because it recommends content that is more suitable for their job and industry for different users.

Therefore, brands can confidently and boldly publish more professional and industry-specific content on their LinkedIn, without fear of not being recommended on a public social media platform because the content is too professional.

Marketing Cloud's "Material" - "Hot Posts" and "Hot Topics" can provide popular content and topics on major social media platforms and different industries, and you can also choose to save them in your inspiration library to Guide content creation.

You can also set up a column of industry-related content and send it regularly (such as releasing an industry expertise every Wednesday, or an expert lecture, etc.). Our "Posting" feature is also equipped with a "Posting Calendar" function, which can help your brand configure the content of posts on social media platforms in advance, so that you can post regularly and regularly.

Secondly, from the perspective of the development of the platform itself, LinkedIn used to be a must-have social media for B2B companies to show themselves, but most brands used distribution, synchronization and conventional brand promotion methods on it.

With the increase in the activity of LinkedIn users, we suggest that overseas brands should study more new functions of LinkedIn, set up columns and plan content for the LinkedIn platform more actively, so as to gain more attention and conversion during the period of rising platform traffic. .

As a cloud service provider for global social media data and marketing, it is also the core agent of LinkedIn's advertising and marketing business in 2022. It can provide your brand with a full range of social media marketing technology and service support.

If you are interested in the materials, posting and other functions mentioned in the article, and if you want to enhance the LinkedIn marketing influence of your brand, please leave your contact information, and we will arrange someone to get in touch with you.