Almost a year after first launching its native live-streaming option to selected users, LinkedIn is now expanding LinkedIn Live to company pages, while its also officially adding a new option to invite personal first-degree connections to follow a business page that you manage.
The most significant update here is the expansion of LinkedIn Live – as per LinkedIn:
“LinkedIn Live has helped members and organizations foster dialogues with their communities. That’s why brands have seen 7X more reactions and 24X more comments vs. standard video posts on LinkedIn. […] As part of our continued investment, we’re delighted to bring LinkedIn Live to Pages so that organizations can leverage sight, sound and motion to humanize their brand’s voice on LinkedIn.”
Up till now, LinkedIn Live has only been available in the US, but now, LinkedIn is expanding the functionality to, theoretically, any company page – though page managers will still need to apply for access.
The expansion makes sense – in addition to the above engagement stats for live videos on LinkedIn, LinkedIn users are also 20x more likely to share a video on the platform than any other type of post.
And LinkedIn has already seen some interesting uses of its streaming tool:
Given the performance of video content on the platform, it makes sense for brands to consider how they might be able to incorporate LinkedIn live-streaming into their approach – maybe for events, product launches, etc. If there’s a fit, you can apply for access to LinkedIn Live here.
LinkedIn also says that it will soon support video streaming via third-party tools, including Restream, Wirecast and Socialive.
In addition to this, LinkedIn has also officially announced that it’s bringing back the option for company page admins to invite their first-degree connections to follow their page.
“You’ve shared that one of the biggest pain points of building a brand is increasing your numbers of engaged and relevant followers. With ‘Invite to Follow’, you can now invite first-degree Profile connections to follow your organization’s Page and grow your organization’s audience.”
The revamped option was actually spotted by social media expert Matt Navarra back in November, and since then, it’s gone back and forth in terms of whether it’s available to certain company pages or not at any given time. Just recently, LinkedIn informed me that the option was undergoing some improvements based on user feedback, which meant that some admins would no longer be able to see it.
Now, it seems like everyone will get access – though there are some qualifiers on its usage:
- Only page admins with fewer than 500 connections are able to invite all their connections via a ‘Select all’ option. Admins with more than 500 connections need to manually select who they want to invite.
- Only company pages with fewer than 100,000 followers can invite members to follow via the option
- If an admin has less than 3 connections, they won’t have the option available
- Only one invite per member can be sent
- Page admins can only invite 50 new people per day
LinkedIn also notes that members can opt-out of receiving any Page invitations at any time via their Network settings.
And lastly, LinkedIn is also making it easier to share content from your company page via your personal LinkedIn profile with a new toggle option to choose which entity you’re posting from.
That’ll no doubt lead to more slip-ups, with people unintentionally posting personal updates from their company page, and vice versa, but it could come in handy for those looking to maintain active company and personal profiles concurrently.
While none of these updates is ground-breaking, as such – there are no major functional leaps or big system improvements – each of these changes could have significant impacts, and could make it easier for you to build your LinkedIn presence.
LinkedIn says that all of these updates are rolling out from this week, so if you’re not seeing them yet, you will shortly (except in the case of LinkedIn Live, for which you need to apply for access).
Twitter Moves to Next Stage of Testing for its New ‘Status’ Indicators
Do you struggle to provide adequate context within the 240 characters allowed for tweets?
If so, then you’re in luck, as Twitter’s developing a range of tweet status indicators, which will eventually provide a simple way to add another element to your tweeted message, which could help to better communicate meaning and intent.
Or not. As shared by app researcher Jane Manchun Wong, this is the current listing of Twitter status options in testing:
Pretty unique combination of possible status alerts here – a mix of trending sayings and popular activities. Users won’t be able to create their own status, you’d have to use one of these presets – which is a little restrictive, but it could be handy? Maybe.
Twitter’s been testing out its Status indicators for a while, with the original list of status options, which Wong also tweeted back in July, including a few that have been culled as part of this expansion.
As you can see, when you add a Status, it will be displayed above your tweet, and below your username, adding immediate context to your message.
Status indicators would also be searchable, with users able to tap on a status indicator, which will take you through to a listing of all the tweets that have applied the same activity.
Really, Twitter’s actually been testing Status markers out since 2018, when it previewed this format for the option.
The idea, at that stage, seemed to be to help people list events that they were attending, which users often do already by adding the event hashtag to their username. A status indicator would make this easier, while also helping people connect around said event – but since then, Twitter’s revised its approach to the markers, making them more of a topical sorting option to help users find relevant activity and engagement opportunities.
Which, I guess, they could facilitate.
Maybe, by tapping on ‘Picture of the Day’ that could become another engagement and discovery element, or by tapping ‘Hot Take’ you could find more tweets to interact with, and add your own opinion.
It could be a handy way to sort tweets by topic, which could be beneficial. Maybe, though I’m not sure that it’s going to have much of an impact on overall tweet engagement.
Twitter’s been working to add in more content sorting and discovery tools over the past couple of years, including Communities, Circles for private chats, and topics in the Audio tab. Twitter also added and the capacity to follow Topic streams back in 2019, which it had hoped would give users more ways into Twitter discussions, and to find interactions more relevant to their interests.
For more regular users, those probably aren’t particularly useful – but for new users coming in, they could be important, as Twitter isn’t overly intuitive for people when first starting out. This has been an issue for the platform since forever, and these types of additional discovery measures could help to address this.
If Twitter can integrate them in an effective, engaging way.
The problem on this front is that Twitter’s topics algorithms are still fairly basic, with the tweets shown to users within topic streams often being off-topic, even offensive, because they’re being displayed based on basic keyword mentions and total engagement with each tweet, not on relevance.
Which is why the Spaces/Audio tab isn’t attuned to your interests, based on usage, why the ‘Who to Follow’ display is never locked into users you might be interested in. It’s all too basic, and in this sense, Twitter has fallen behind other platforms on algorithmic sorting and alignment.
Which is why it’s now seeking more manual intervention, by letting users add status markers to categorize discussion.
Which seems like a backwards step, given that other platforms are becoming increasingly good at showing you more content based on your interests, without you needing to do anything other than use each app.
But maybe, it’ll become a thing, and provide another way for Twitter to boost engagement.
There’s no official release plan in place for Twitter’s status updates as yet, but they’re likely coming very soon.
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