LinkedIn Content Strategies : 2022 Predictor

Since we are drawing to close of the year, I thought I'd spend some time trying to understand what lies ahead for the various sectors in the digital economy. Previous edition, drilled down on the Fintech space, and the Music Industry. Today, I am about to dive into another area I love a lot. LinkedIn

Originally Published by The Strategy Story. Revised Edition here.

The last one year, thanks to the events that unfolded thanks to COVID19 virus, saw a surge of people flocking to Linkedin. And that made LinkedIn the cool new place to hang out virtually. Everyone wanted to develop their “Personal Brand” and establish “Thought Leadership”.

?The result was the dilution of the platform as evinced by Edelman’s latest study. If you haven’t yet read it, then I strongly urge you to get?on with it, because it will tell you what you shouldn’t be doing. And that would make this article much shorter! But for those of you in a hurry here is a quick 2 minutes rundown:

1.????Pandemic result in way too many content creators which led to a dilution of content quality and poor “Thought leadership”

2.????Despite that Thought leadership is what drives consumer confidence especially in B2B space

3.????And because there is so much of noise in the name of thought leadership, standing out is going to be more difficult, and so is earning credibility unless you have quality as your biggest tool

4.????You don’t need to be excessively formal to be a thought leader, strike a balance between authority on the subject and being a little human, fun even

5.????Now may be a good time as ever to revaluate your thought leadership strategy (or set one up) because you are playing in a field of increased competition and reduced customer’s attention span

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And with that premise set lets dive into the changes that LinkedIn has made and how that is going to impact most businesses and personal brand expert out there. BTW, if you clicked in here expecting to read about how LinkedIn makes money, or what their cost structures are, their core customer segments, product offerings etc. let me direct you to an older article by my colleague Gargi on the very same subject. Read it here

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Bye Bye Stories

LinkedIn had introduced the disappearing stories, taking a page of the books of social media giants like Instagram/Snap etc, in Sept’20. The aim was to get brands to become a bit more relatable, more fun, and a whole lot more social. It was also hoped that stories, being something every Insta native is familiar with, will get more people to start creating content on the platform (remember that pyramid, where 1% users are creators, 10% are commentors and 89% are lurkers?) . Tom Pepper, the head of marketing solutions at Linkedin was pretty confident this was the next big thing for the platform. “We believe Stories can become an integral part of brands’ communication strategies. My advice to any brands looking to experiment with Stories is – just do it! The great thing about Stories is that they don't have to be slick or overproduced – as long as they are authentic and match your brand and audience”

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Cut to a year later, LinkedIn retired their Stories feature in Sept’21. So, what happened?

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“We introduced Stories last year as a fun and casual way to share quick video updates. We’ve learned a ton. Now, we’re taking those learnings to evolve the Stories format into a reimagined video experience across LinkedIn that’s even richer and more conversational,” Liz Li, senior director of product said in a post.

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While that was the official statement, many people believe it may have had to do a lot more with?user feedback. In fact, back in Jan’21 one of the popular search phrases on Google was

Another reason was the infamous “Swipe Up” feature which was available to anyone with over 5,000 followers. I mean why is this important? Well, originally LinkedIn hoped this would be used to direct people to events within LinkedIn. However people started using the feature to direct their followers to their personal pages outside of LinkedIn. Like to their Youtube/Instagram Handle. Or any other medium where they could easily monetise the eyeballs.

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If not Stories, then what?

That Microsoft has always wanted a user generated Video Content platform is no secret. And when that bid fell through they were left pretty disappointed. So, it is is safe to say they are looking to expand their armoury of Video related content. And what better way than to integrate the same with their Social Networking Platform?

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But hold, on this could all be speculations without any backing right? Not if you take into account a few of LinkedIn and Microsoft’s acquisitions in the month of September, running up to the retirement of Stories. First was Microsoft acquiring ClipChamp, a popular video creation and editing software. Clipchamp allows anyone to easily shoot and create video promos, presentation meant for the social media. The Microsoft spokesperson said the ClipChamp fits in perfectly into their productivity suite, but me thinks, it is also a good way for Microsoft, a Mammoth to face the sprightly new and popular creator tool, Canva. And there is has been a lot of testimony pouring in for Canva, that directly threatened Microsoft’s core suite of products, PPTs. Not to mention, all those “death by PPT” memes.

?The next acquisiton was that by LinkedIn of JumpRope. JumpRope is a how-to video app, that helped teachers and tutors build intuitive videos to help their learners. This acquisition sits in very well with some of the popular kind of content strategies on LinkedIn. How-tos and Listicles. So, what the future looks like is like a mashup of Udemy and Instagram.

Company Pages to take off

The next big thing, and long overdue frankly, is LinkedIn’s renewed focus on Company Pages. Traditionally, company pages, despite that huge follower counts, have seldom had the reach or engagement that personal profiles have had. An that is in part related to their push towards getting more active creators and users on their platform.

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But what is a social networking site, if they aren’t able to bridge the brands to their target audience right ?

And so, in Aug’21 LinkedIn announced a bunch of new features to help promote company pages. First amongst them was the ability for company pages to “Boost” their posts. If it sounds a lot like Google Adsense that because in a way it is.

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The next was LinkedIn Events. Events on company pages had 500 credits. Credits are your ability to invite people to attend your event, and once someone accepts that credit, the company can extend that invite to yet another person. Hence, Credit! Whereas on personal profile you get about less than half the number of credits. BTW, you also have credits for inviting people to follow your page, a feature that is thankfully unavailable to personal profiles.

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And it was double bonanza if the Event was hosted over LinkedIn, using the LinkedIn Live feature. Now LinkedIn Live is not available to just about everybody. For a personal account you need at least 1,000 followers to be approved for the same. Whereas for company pages that threshold is set at 150! Besides, with all their recent video platform acquisitons, I wouldn’t be surprised if company pages will be able to go live natively on the platform, rather than having to use third party streaming tools.

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Now, because this a strategy article I thought it best to end this section with a good content strategy for company pages. This is called the 3-2-1 and was first designed by Company Pages expert, Michelle Raymonds.

???????????3 piece of content to establish your thought leadership in your industry. This has to be contextual, informative, research driven and relevant to the current times.

???????????2 content pieces that shows your appreciation for your employees. These can be shout out posts, an accomplishment of your employee that you wish to celebrate no matter how small. The aim here is to turn the spotlight on your warriors behind the scene and help them grow, while showing your humane side.

???????????1 content that is related to the product or service you offer. This is where you can have your sales pitch, or call to action!

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You’ll see how Michelle has placed sales at the end. That is because no one wants to feel like they’re being pitched to. People want to believe that they bought into your idea. That support your cause without you having to pitch it to them constantly. I do hope this strategy helps you build out your content calendar.

BTW, if you want to learn more about company pages, then I'd storngly urge you to read her latest book, Business Gold (Linked below)

In fact, in the year to come, I predict everyone will start maintaining a company page for the brand that matters the most to them. Their own!

Newsletters for All?

If anything, I think LinkedIn themselves do not take seriously the study they sponsored Edelman and his team to conduct. Why do I say that? Well as on 4th Nov’21, LinkedIn opened up the Newsletter Product to everyone on their platform. Well almost everyone.

The eligibility criteria (really should be a welcome all criteria) is

1.????At least 150 first degree connections

2.????Should’ve posted at least 1 article in the last few months

3.????Should have creator mode turned on

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The result? Every other person now has their newsletter, yes of course. But it’s the content fatigue people are facing due to the unprecedented number of subscribe requests that are flooding their Network tab!

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And contrary to popular belief, having a newsletter isn’t synonymous to being a thought leader. If you aren’t going to add value you are going to add to the noise. Which is eventually what is going to happen with Newsletters.

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So while it is great that you have access to newsletters, do you have a strategy in place for your newsletter? Here is a handy checklist I created when I set off with my newsletter 3 months back (P.S.: I had access to Newsletter for over a year now, but it took me a lot of introspection on these points before I set off inviting folks to subscribe to it. Because a newsletter is a promise to deliver something of value periodically)

1.????Do you know what you are going to talk about? And is this a micro-niche where you can shine?

2.????How many others are already talking about this particular niche of yours on the platform already? If there is more than a handful, that clearly isn’t your micro-niche, so swim out of that red ocean now!

3.????Do you have a catchy memorable name for your newsletter already? It shouldn’t be too verbose, and it shouldn’t be too pedestrian. Both are prone to be forgotten the minute you’ve turned your back.

4.????Are you reasonably certain you can stick to the timelines you are setting for yourself? Do you have other commitments that may interfere with your ability to create content, quality stuff, for your newsletter?

5.????Do you have sufficient access to research materials and data points for your micro-niche newsletter?

6.????Do you have the capabilities to pull it all off, or would you need a support system? Some one to proof read your articles maybe? Someone to help you structure it?

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And, since this week, I have noticed that the open rates of my newsletter has dropped considerably. Understandably so. That means you may not get the reach or the appreciation for your newsletter. So are you ready for the potential disappointment?

A problem with your reach?

And that brings us to another set of problems, which is the declining reach content creators of old are complaining about. Here are a few snippets of people with over a hundred thousand followers on the platform, and barely even a 1% of the engagement.

Then we have Jon Tesser’s open proclaimation and frustration over the reach on this platform.

There are many others, but I didn’t have permission to re-publish their work.

But, lets try deconstructing why this is happening? Popular theory is that LinkedIn is promoting new content creator. SO if you haven’t ever posted on LinkedIn, now is the time, because your first ever post may cross that envious 1,000 likes benchmark.

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But, there is another reason. LinkedIn has always helped people find their tribe. So the first time you put out a post, it has no way of knowing to whom this would resonate. Hence the algorithm tries to amplify the reach of your post to your entire network of connections and followers. And tries to train the algorithm based on the profiles that liked or commented on it.

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And because most often the first post that most people put out is either their corporate struggle, resulting in a successful outcome, most in their network are likely to want to help them celebrate that win! Resulting in the increased engagement.

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Over time, as a person tries to drill down and post only content on their micro-niche, fewer and fewer of their network interact on that. With the result that the reach and engagement consistently keep dropping over time!

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And all of this ties back to Edelman’s study in a way too. As people realise that deeply insightful topics do not generate similar amounts of engagement, they revert back to superfluous, but engaging superficial content. Or, they resort to cringeworthy growth hacks like the ones below:

So the real question is, do you want to be that one among the million other drones, with a lot of eyeballs? Or the one person people remember when they think of your micro-niche ?

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Focus on Creator Economy

I let that last question hang in there because its important for what is to come next.

It is no secret that the next big boom is going to be from the creator economy. Some estimates peg it at $5B by the end of this year. In fact Sam Lessin, a General Partner at Slow Venture, even detailed out how their fund invests on people not the venture. This article details out how they fund creators to get better, what the deal structure looks like, the creative liberties creators have, and how the fund reduces the risk to creators by taking it on their plate. And they aren’t alone. We have seen several platforms also create an environment where their top creators can produce more and better content.

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Not one to be left behind Linkedin’s Editor, Dan Roth,?too announced the launch of their creator program. And in Sept’21 they launched the creator accelerator program in the US with a total fund of $25M. The entries were open till Oct’21. And they will be announcing their first cohort of 100 creators this month. The creators will get beta access to a lot of the new content tools linkedin has in pipeline. In the next 3 months these creators will get to learn direct from the editor board, how to take their linkedin game to the next level. This, they plan to do with the help of Creator Managers. And yes, the company has hired several of them from various other social media platforms.

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Now they just recently announced the first class of the Accelerator Creator Program and while I will get to it, here are some of what I think will be the criteria, based on how they selected me for Top Voices

1.????If your posts are self promotional, or intended to just get eyeballs without much value add you probably wont make it

2.????If your posts are the type that shows your expertise in your micro niche, you may still be in the race

3.????If your posts reflects the happenings in your industry, in a contemporary setting, and not a look back at whats happened, bonus points

4.????If you’re able to get more conversations going, bonus points again

5.????If those conversations result in your finding and forming your tribe even better

6.????And best of all, if contacts from those tribes help you to achieve your professional goals

7. But above all, its about your content format. Is it something that will appeal to the attention deficit Gen Z?

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And write as I was editing this I saw the first batch of Accelerator Creator Program being rolled out. Now for those of you who aren't aware, thsi program from LinkedIn will help you not only to learn from the source, on how to create quality content for LinkedIn, but they will also provide you with a grant of $15,000 to every creator to get started on their journey. So, what were my takeaways after perusing the list of 100 creators ?

1. Not everyone on the list were active content creators. Some of them hadn't created any native content in the last 90 days
2. Many of them were, or still are, active creators on TikTok, Instagram and YouTube. So this tells me we're going to see a lot more short form video content on the site. Which begs the question, what then is your differentiating factor here ? The Job portal? I may be a little vehement in my protests here because I could find barely any long form, well researched content creators on the list of 100 people, and that to me was the reason I'd visit the platform
3. Not everyone had Creator Mode turned on. This along with Point 1 tells me they are trying to directly incentivize(after all $15,000 is a lot of money) first time creators onto their platform
4. Most people on the list had one thing that I definitely envy, Endorsements and Recommendations. Especially when taken as a proportion of their Connections/Followers (Hint to self: Please get rid of Zombie Connections ASAP)
5. A lot of the creators selected spoke on topics like #Diversity, #Inclusion, #CorporateCulture, #Leadership and #careers which makes me believe that these are values core to LinkedIn
6. They also had one of my favourite authors, Nir Eyal, in the list

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?So, whether this step will help create more meaningful content, or will I too erupt in the way Edelman did while conducting his study, only time will tell!

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P.S : If you liked this, then do subscribe to my newsletter, Kam Questions, where I look under the hood of popular (mis)conceptions to decipher what is actually happening, and hopefully leave you with enough datapoints/resources to flex your braincells too. While my niche is the Fintech space, I also attempt to write about other Digital Businesses and their Strategies too. So if you think someone else will benefit from the content I put out, do share it with them. Its free