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LinkedIn Adds Newsletters for Company Pages, Updated Campaign Manager Navigation

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LinkedIn Adds Newsletters for Company Pages, Updated Campaign Manager Navigation


LinkedIn has added a new way for brands to stay in touch with their audience on the platform, with Company Pages now able to create their own newsletters in the app, which will also include new notifications for Page followers for newsletter updates.

As explained LinkedIn:

“We debuted Articles for Pages last year to help you publish longform professional content to spark conversations and drive greater engagement. We continue to look for meaningful ways to connect as we navigate our new world of work, and that’s why we’re introducing Newsletters, a new way to build communities around topics that matter most to your customers with recurring Articles from your Page that members can subscribe to.”

LinkedIn originally added newsletters for users in Creator Mode back in November, providing a more direct way to both tap into the rising use of newsletters as a connection option, and to maximize in-app engagement.

Now, company pages will also be able to get in on the action.

As noted, the key advantage for brands is the capacity to notify Page followers with newsletter updates, via an automatic, one-time alert to your audience for every new issue. Subscribers will also be able to opt-in to get email notifications of future updates.

It could be a good way to stay in touch with your audience, and LinkedIn says that initial testers have seen positive response.

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“Early adopters, like global news publication Insider and video communications company Zoom, saw immediate value in their first Newsletter campaigns. Insider quickly gained nearly 820,000 subscribers within 24 hours, a testament to the power of the Newsletters to quickly grow and engage audiences. In addition, Zoom was one of the first software technology companies to publish a Newsletter, and quickly saw over 10% of its followers subscribe to it in the first 24 hours.”

But then again, they could also get overwhelming. One of LinkedIn’s big issues in the past has been unwanted notifications, and floods of irrelevant alerts sprinkling red numbers across the app.

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If you choose to subscribe to a newsletter, that’s one thing, but it could be a problem if lots of Pages that you follow start using it as a new ‘growth hack’, and a way to push their latest promotions into your stream.

Of course, you can just unfollow, and as such, there will be an onus on each Page to manage their updates accordingly, and ensure relevance. But there is a risk – do you really need another newsletter, within LinkedIn, from brands?

We’ll soon find out, with the option now being rolled out to company pages in the app.

On another front LinkedIn has also launched an updated Campaign Manager experience, with improved navigation “that mirrors the customer’s typical campaign lifecycle: Plan, Advertise, Test, Analyze to increase its ease of use”.

LinkedIn Campaign Manager update

The simplified UI will ideally help to reduce time spent in campaign setup, while also making it easier to understand how to access each element.

To create a newsletter on your Company Page, click ‘Write an article’ at the top of your home page, which will then take you to the publishing tool. If you have access, you’ll see the ‘Create a newsletter’ option here. 



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Facebook Launches New ‘Creator Collaborations’ Option to Help Boost Creator Exposure in the App

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Facebook Launches New 'Creator Collaborations' Option to Help Boost Creator Exposure in the App

As it looks to add more ways to help creators to build their presence, and monetize their work in the app, Facebook is launching a new ‘Creator Collaborations’ feature, which will enable creators to collaborate with others on content to expand their reach.

As you can see in this example, Creator Collaborations will enable multiple creators to be listed on a single Facebook post, providing both additional brand awareness, through the tag, and expanded reach to the combined audience of both collaborators.

As explained by Facebook:

“With this tool, a creator can invite a second creator to publish a single piece of video content together. If the second creator accepts, the post will publish on both collaborator’s pages. Collaborators will share the same distribution for the content, and be able to view shared insights, such as reach and engagement, within Creator Studio.”

It’s much like Facebook’s existing Branded Content Tags, which enable brands to tag collaborating businesses in a single post to boost their promotional efforts.

And it could be a great way for more established stars to help up-and-comers get more exposure, by showcasing their work to a wider audience, and enabling viewers to tap through on their profile for more info.

Though it is fairly limited right now.

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Facebook says that the option is currently only available for video posts, though more creation options are in development, while it’s also only available to those managing a Creator profile in the app.

But it could provide more capacity for building a presence in the app, which could also make Meta’s tools a bigger part of your community building, and ultimately, monetization efforts.

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Meta has also added ads for short-form video and live-streams, a new Creator Marketplace on Instagram, an expansion of its Reels Play Bonus program, and more, which all provide additional pathways for discovery and monetization for creative efforts in its apps.

Luring the top talent is a key battleground for social apps, with every platform now offering incentive programs and deals to sweeten their offerings, and keep the most talented creators posting regularly, which in turn keeps users coming back for the latest updates.

Indeed, just this week, YouTube signed a new exclusive content deal with one of Brazil’s most popular gaming creators, and it’s these types of direct publishing deals that will likely become increasingly common as YouTube and Meta, in particular, look to combat the TikTok threat.

Starve competitors of content, and you’ll drive audience back to your apps, which is a more expensive, and potentially risky path to take. But it could be how Meta eventually wins more users back to its apps.

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