LinkedIn is providing influencers with a new opportunity to grow their followings and increase engagement among the social platform’s 740 million users with the launch of “creator mode.” A new way for users, or “creators,” to showcase their activity and insights on LinkedIn, creator mode is part of LinkedIn’s broader goal of creating a complete audio-based social platform, competing with platforms like Clubhouse, which created buzz earlier in the year for the unique engagement opportunities it introduced.
“Unlike the Clubhouse rivals being built by Facebook and Twitter, LinkedIn believes its audio networking feature will be differentiated because it will be connected with users’ professional identity, not just a social profile,” reports TechCrunch contributor Sarah Perez.
What Is LinkedIn Creator Mode?
Through creator mode, LinkedIn creators select specific hashtags related to the topics they frequently post about. Each hashtag will then appear underneath the individual’s job title at the top of their LinkedIn profile, further spotlighting these topics for fellow users who may also be interested in similar discussions.
LinkedIn creator mode shifts the “activity” and “featured” sections to the top of a user’s profile page to further highlight their shared and posted content. A new “follow” button replaces the standard “connect” button to help creators build their audiences. Additionally, for “LinkedIn live broadcasters,” creator mode allows them to adjust their profile backgrounds to show their broadcasts in real time once a livestream has started. (LinkedIn live broadcasters are select members and organizations which have been approved to share video content in real time through LinkedIn’s live video feature.)
Why Did LinkedIn Launch Creator Mode?
LinkedIn has seen significant growth in the amount of content shared and conversations taking place on its platform as of late, increasing by 50% year over year in 2020. The social platform also shared that in the past year, it has experienced “nearly five billion connections made.”
With this growth in activity comes more demand from users and creators for new and enhanced ways to connect with and grow audiences. Creating new avenues, like creator mode, gives today’s leading LinkedIn creators – and those looking to build stronger presences on LinkedIn – more incentive to continue using the platform to share their insights, content and discussions. “At the heart of our ecosystem is our creator community. People love to see creators give their take on what’s happening in the news or share insights into a specific industry — whether that’s a post, a video, an article or even a comment,” LinkedIn shared.
LinkedIn has hinted at several additional features coming soon. “We’re doing some early tests to create a unique audio experience connected to your professional identity. And, we’re looking at how we can bring audio to other parts of LinkedIn, such as events and groups, to give our members even more ways to connect to their community,” said Suzi Owens, a LinkedIn spokesperson.
How Can LinkedIn Creator Mode Benefit Influencers & Digital Advertisers?
The past year led many professionals to spend more time online networking to grow their professional networks, seek out new career opportunities and help in the onboarding process of their companies. “LinkedIn believes the shift will stick, as more than half the world’s workforce is expected to continue working from home at least some of the time, even after the pandemic comes to an end,” writes Perez.
The anticipated continuation of this shift to online networking and virtual work-related events means increased opportunity for platforms like LinkedIn to be leveraged by brands, advertisers and overall users. “The research firm eMarketer estimates that adult LinkedIn users in the U.S. who log onto the platform at least once a month will grow from 62.1 million last year to 64.7 million this year, jumping to 70.9 million in 2024,” The Wall Street Journal shared in a recent article on the launch of LinkedIn creator mode.
Like Clubhouse and many of the newly emerging audio-based social platforms, the opportunities for advertising and brand partnerships have yet to be seen or completely solidified. For now, influencers and brands should leverage LinkedIn creator mode for its ability to increase audiences, engagement and content visibility — all of which can help establish a stronger brand presence.
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