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LinkedIn Adds Product Listings on Profiles, New Engagement Options to Build Your Brand Presence

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LinkedIn Adds Product Listings on Profiles, New Engagement Options to Build Your Brand Presence

LinkedIn’s adding a new product showcase element on user profiles, enabling users to highlight specific products and projects that they’ve worked on in different roles, while it’s also updating its Newsletter functionality with some additional connection features.

First off, on Product listings – soon, you’ll be able to add the products that you’ve worked on as a sub-element in your experience listings.

As you can see in these example screens, when you go to edit an element within your ‘Experience’ section, you’ll soon also be able to add products that you contributed to in your time at the organization. Those links will also connect back to the corresponding Product Page on your company profile, adding another pathway to discovery for your brand.

But of course, in order to add a product to your profile, you’ll first need to have it listed within your company page.

LinkedIn added product pages back in 2020, as a means to help businesses showcase their product offerings, and highlight key features.

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LinkedIn Product Pages

This new option is an extension of the same, which will give users more ways to show their expertise, while also helping LinkedIn expand its data banks, with info on people, companies and products all being gathered within the app.

That could open up new marketing opportunities, through direct promotion of product pages for example, while it will also give LinkedIn more specific insight into the products that people work on under varying job titles. That’ll provide more data points to match users with relevant job openings and career paths, and this extra display capacity will also put more onus on brands to include product pages in their listings, so that people can then include them in their experience.

LinkedIn’s also looking to enhance its Newsletter product, with a new option to include both @mentions and #hashtags in Newsletters and Articles to help maximize engagement.

LinkedIn tags in articles

As you can see in this example, the functionality will work in a similar way to tagging in other apps, with the system auto-listing likely entity matches when you enter an @ or # symbol.

As explained by LinkedIn:

“In the coming weeks, we’re rolling out the ability to @mention members and Pages within the copy of an Article or Newsletter, enabling collaborators to help further distribute your content. You can also include #hashtags in your Articles to enrich your content and help readers discover like-minded communities on LinkedIn.”

Will that help to improve reach?

Well, probably, if, say, you’re mentioning people, who are then likely to interact with your post to show gratitude for the mention. Hashtags remain a bit of a mystery on LinkedIn, from a reach perspective, but it could see your post added to relevant communities and conversations, which could have various benefits.

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LinkedIn initially launched its Newsletter functionality late last year, leaning into the rising popularity of direct connection with your audience, and thus far, LinkedIn says that 28 million of its members have signed up to receive newsletter updates from their chosen brands and creators.

Which is only a fraction of its 800 million plus members, but still, that’s a lot of people willing to establish more direct connection via the option.

Finally, LinkedIn is also adding the capacity for Company Page admins to respond as their brand to any post in the app.

LinkedIn account switching

As you can see here, admins will now see an account switcher option when they go to respond to a post in the app.

“We know that a brand’s content is only part of how its voice comes to life on LinkedIn, so we are introducing the ability for Pages to respond as the brand to any post in the feed, regardless of whether they are @mentioned or following the hashtags used in the post. By joining these conversations, brands can share their unique perspective, reach new audiences, and grow their followers.”

That adds another, simple way to boost brand connection and engagement, which could come in handy when looking for ways to establish brand expertise, and build community.

Each update has a range of potential uses, providing more ways to share your experience and work. And with LinkedIn engagement at record highs, it’s definitely worth considering how you can improve your connections in the app.

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Products on Profile feature is currently an early pilot and will start to become generally available in a phased rollout in the coming months.

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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