The Latest News on LinkedIn

Since we're over here on LinkedIn, it only makes sense if we check out the 2023 highlights of this social media platform. During the past months, LinkedIn has introduced several features...and removed some. Let's have a look at 6 new features, 3 that were shelved and what this means for us as LinkedIn users. Let's start with the new stuff!

New features

1. Enhanced newsletter features

LinkedIn is betting big on newsletters, and with good reason. Managing a newsletter is time-consuming. I can say so from my own experience. And it's also rewarding and worth it. Today, LinkedIn offers a range of features to create and manage newsletters in an easier manner, such as:

• Scheduling: you can plan your newsletter releases in advance and plan the post that goes along with it as well.
• Multiple newsletters: you have got different audiences? If you have enough time and resources, you might want to give multiple newsletters a go.
• Visual appeal: by using the Embed feature, you can add photos from Instagram, Facebook, GIFs from Giphy and visuals from a whole lot of other providers on this list.
• Overall increased visibility: managing a newsletter increases the chances of getting more eyes on not only your content, but also on your LinkedIn profile. In our focus on creating and sharing content, we often forget the community aspect of social media platforms. So let's not forget that newsletters can not only help with sharing expertise and establishing connections, but also with community-building.

2. Premium profile CTA button

Premium members can now attach a custom call-to-action (CTA) button on their profiles. This strategic placement drives users directly to your website, portfolio or other relevant destinations. Whether you're a freelancer showcasing your services or a company promoting your latest project, this feature can significantly increase your reach and engagement. If you're unsure about a Premium subscription, you can sign up for a free trial month.

3. Passkey support

Security is essential, but so is user-friendliness. LinkedIn is introducing Passkey support, a technology that eliminates the need for passwords. It uses biometric authentication like fingerprints or facial recognition for secure and convenient logins. This move aligns with the growing industry trend towards passwordless authentication, aiming to offer a more straightforward and secure user experience. Read more about passkeys over here.

4. Verification via government ID

In some regions, LinkedIn has started rolling out government ID verification for enhanced profile credibility and trust. This feature has the potential to tackle the issue of fake profiles and misinformation, creating a more reliable and secure professional networking environment. But there is also a lot of discussion about entrusting highly sensitive information like your passport data to third parties (CLEAR in some countries and Persona in others). In a touch of irony, it is now recommended that you share sensitive information about yourself with the aim of safeguarding your personal profile. And this is not only becoming the case with LinkedIn, but with other online platforms as well. While I do not recommend retiring to a cabin in the midst of some forsaken internetless area for utter seclusion, reading the fine print might be a good start.

5. AI integration

This feature, currently available only in English and for LinkedIn Premium subscribers, allows users to input key points they want to highlight in their post and then have the AI tool generate a draft based on those points. In the end, regardless of which AI tool you use, I strongly recommend that you review, edit, prune, graft and polish up the output before publishing. I have seen the words "harness", "foster" "unlock" and "leverage" crop up so many times over the past months that it has become almost literally painful to read them again...and again...and again. I have come to a point where I actually try to avoid using them. With the exception of the above paragraph.

6. Creator mode for everyone

And finally, creator mode, which was launched 2 years ago, will be rolled out to all LinkedIn members over the next weeks. You may have received an e-mail with this news from LinkedIn around the beginning of this month.

Notable removals

1. Carousel posts

Carousel posts, allowing for multiple images or videos in a single post, were discontinued in December 2023. This decision was probably the result of low engagement on the LinkedIn users' part and a desire to streamline content formats. While some users might regard the loss of this creative tool as a nuisance, it may indicate a shift towards simpler communication on the platform. Also, it's a good idea to avoid the phenomenon of analysis paralysis: when users are presented with a myriad of options, it becomes so much that they end up walking away.

2. Profile videos

Similar to carousels, profile videos met their final demise in December 2023. If you recall, short-form videos became all the rage thanks to Snapchat. This was then picked up by Instagram and called Stories. It only made sense that other social media platforms wanted to jump on the bandwagon. While some users enjoyed the personal touch of profile videos on LinkedIn, others thought it too Snapchatty/Instagrammy.

3. In-image linking

Previously, users could embed clickable links directly within images and videos. However, this option was removed in - you guessed it - December 2023, requiring users to share links in the post description instead.

To put it bluntly, social media platforms like to copycat features from each other - only to find out that what works for Instagram does not on LinkedIn. Then again, social media has always been about experimentation. Sometimes to the utter befuddlement of the affected audiences, it is true, but what other way is there to collect actual user data?

Looking ahead

So what's in store for LinkedIn and us LinkedIn users this year? Let's have a look at the following areas:

• Continued AI integration: expect AI to play a more prominent role in features like personalised job recommendations, skill assessments, content curation and LinkedIn courses.
• Immersive content: LinkedIn already offers live audio and video events to encourage real-time engagement and community building. The next possible step: virtual reality and the Metaverse? It's too soon to tell, but we are moving towards a world where the limits between technology and humanity are starting to shift and dissolve.
• Enhanced analytics and insights: more detailed data, more stats, more insights! The numbers part of a social media platform is a must for helping users fine-tune their strategies and track their professional progress.

Let's stay tuned for further developments on LinkedIn and social media in general! The next newsletter will be out on Wednesday, 28th February 2024.