?? LinkedIn’s New TikTok Video Feed, X Data Discrepancies and Dynamic UTMs on LinkedIn

Welcome to Prosek’s Digital Download: where industry-leading insights in financial services and digital marketing collide.

In the latest edition of the Digital Download, we’ll discuss the TikTok-like video feed being tested on LinkedIn, X’s declining usage and the debut of dynamic UTMs on LinkedIn. Grab your popcorn and read more below.

- Alex Bochner

3 Can’t-Miss Digital Updates

Social Media and Advertising

LinkedIn Is Experimenting With a TikTok-like Video Feed in Its App

• What’s happening: LinkedIn engineers must be as addicted to TikTok videos as the rest of us because they’re now testing a similar video-driven feed on their platform. A user spotted the new development , which feels eerily similar to other social platforms. The feature is still in early beta mode and won’t be available to most users during this test phase.??
• Why it matters: If you’ve been following marketing trends, you’ll say I sound like a broken record when I tell you that prioritizing video is important. While this feature is not yet live, it’s realistic to imagine it will be rolled out broadly this year. Historically, LinkedIn has rewarded users who leverage new features with turbocharged reach and engagement. That means there’s much to be gained in the first few months, if this LinkedIn video feed becomes reality. In any case, considering what opportunities your brand and executives have to showcase thought leadership through video has been, and will remain, critical. And no, this doesn’t mean your CEO needs to show off trendy TikTok dance moves, although that would definitely capture attention.

A first look at the new video feed on LinkedIn

Fewer People are Using Elon Musk’s X as the Platform Struggles to Attract and Keep Users

• What’s happening: Research firm Sensor Tower published a research report showcasing a 15% year-over-year drop in X usage and a 22% decrease since Elon Musk took over in November of 2022. To no one’s surprise, Elon and X’s data team's communication on usage has been a story of growth and increased user activity. If we’re taking bets on who is speaking the truth, I’m going with the third-party firm that makes a living producing research and data insights.
• Why it matters: X still has a sizable user base of 174 million daily active app users worldwide according to Sensor Tower, but the downward trend is worth keeping a close eye on. As usage declines, so does advertising value to brands. A continued decline at this rate may call for brands to redeploy resources elsewhere (we’re looking at you, LinkedIn). If X is your primary brand platform, diversifying your social efforts beyond it is no longer optional – it’s essential.

LinkedIn Introduces Dynamic UTMs to Optimize Your Web Traffic Through LinkedIn Ads

• What’s happening: LinkedIn’s ad platform keeps evolving. Their latest introduction includes Dynamic UTMs, which means marketers no longer have to manually create UTMs to measure campaign performance. Marketers can add dynamic UTM parameters to their campaign and then LinkedIn will automatically pull in the account, campaign and creative parameters into the URL. It’s a pretty sweet update, if you like saving time and getting additional data insights as much as I do.
• Why it matters: UTMs provide critical information that can inform campaign optimizations and future strategies. Marketers looking to glean insights on creative, audience and placements now have better tools to do so. Starting in April when it becomes available globally, marketers should test the new feature to learn more about campaign performance.

Good Reads

• How LinkedIn Has Quietly Become the Talk of the Content Creator Community
• Companies Can Now Promote Member Content With LinkedIn Thought Leader Ads
• Threads Rolls Out Trending Topics to All Users in the US
• Senators Get “Shocking” Look at Tiktok’s Spy Potential
• Why the Latest TikTok Ban Attempt Is Different — And What It Means for Marketers
• AI and Marketing: To Lean Into or Lean Away?
• B2B Companies Finally Understand the Importance of Brand

Marketing Inspiration?

Daraja Capital leveraged International Women’s Day to convey their values around inclusion, highlighting a piece on women-led PE firms in Buyouts featuring their CEO Raudline Etienne.

Schroders highlighted their commitment to championing and inspiring inclusion through their Gender Equality Network – comprising over 700 members globally –? in celebration of International Women's Day 2024.

Blue Owl Capital’s Co-CEO Marc Lipschultz, shared concise thought leadership stressing the importance of mutual respect and unity among employees, highlighting company values and their impact on delivering results for investors and capital users.