LinkedIn News - Video, Removed Links, Better Analytics

Several recent LinkedIn updates, I don't know if you all noticed: promoting video, removing external links from free accounts, better post and profile analytics.

Rafal Szymanski

Rafal Szymanski

I implement LinkedIn and Sales Navigator in B2B companies.

LinkedIn News - Video, Removed Links, Better Analytics

Several recent LinkedIn updates, I don’t know if you all noticed:

As I showed at the spring conferences I Love Marketing and InfoShare, LinkedIn wants to go in the video format like TikTok. That’s why it’s strongly promoting such videos since February, when it shared them, first on the US market and now for the rest of the world.

Does it work? They claim it does and the result is a significant increase in time spent watching video content on LinkedIn, exactly 36%.

Why does it work? My theory is that currently LinkedIn is flooded with generic posts created by AI, one template from the prompt: Write me a viral LinkedIn post about… which strongly discourages recipients.

That’s why video wins through the ability to evoke emotions and rather for now, it’s authentic and not created by AI, which increases trust.

What will LinkedIn do with video?

To further support video, LinkedIn improved video embedding options. Users can now embed their LinkedIn video posts on external websites or in blog posts with various display options: full post, version with less text (requiring a click to read more) or just the video, which looks “nice and clean”. However, this embedding feature is currently limited to simple video posts and doesn’t support posts containing multiple photos or reposts with added comments.

What about those promoted comments? The number of comments on the platform also increased significantly, by 32% year over year. I like the addition of analytics to comments, which makes it easier to convince shy people to write them. Don’t know how to start here? Write valuable comments.

LinkedIn removes WWW links from free profiles

I suspected it was too good to be true that on a free account you could have links to any page. Previously, it was enough to enable creator mode to have this functionality.

Now it’s announced that this won’t be possible on free accounts but only if you have one of the paid subscriptions:

  1. Premium Business – which I always advise against
  2. Sales Navigator – which I always recommend
  3. Recruiter

Enhanced post analytics

A more positive change is that LinkedIn expanded post analytics. I’ll be curious to analyze the new option that allows tracking when posts generate profile views and new followers.

This goes beyond the usual reach measurement and helps us understand the impact of their content on audience growth and profile traffic. Until now, this was the most important Shield functionality, independent LinkedIn analytics. We’ll see, we’ll compare…

For paid accounts, LinkedIn added the ability to track clicks on custom buttons on profiles, such as links to websites or newsletters.

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