Eight New Features to Beef up Your LinkedIn Strategy in 2024

LinkedIn has over 1 billion members worldwide, making it the largest professional networking platform in the world. Believe it or not, Gen Z is getting more interested in LinkedIn! They are a leading factor in LinkedIn’s recent steady growth, and these Gen Z users are expected to rise by about 14% this year. If you couldn’t tell by now, LinkedIn is stepping it up majorly, and with Gen Z's newfound interest in the platform, now is an excellent time to rethink your strategy and try something new.

In this blog, we’re breaking down the eight new features LinkedIn has and how you can use them to reach your audience and ultimately prioritize LinkedIn as one of your main social platforms!

New LinkedIn Features & How to Use Them

Video Feed

The new 'Video' option can be found next to the 'Home' button on the app's navigation bar. When clicked, you’ll be directed to a feed of short-form videos, similar to Instagram Reels and TikTok.

To see what this looks like in action, check out Austin Nulls’ demo here.

💡 Best Way to Use this Feature: Creating short, engaging videos showcasing your nonprofit's impact, sharing success stories, or providing behind-the-scenes glimpses of your organization's work to involve your audience in your practices, creating a sense of closeness.

Featured Posts

Super admins can now select up to three posts to feature front-and-center on your Page. These posts will appear in the Featured section of your Page’s Home tab. This is in addition to the existing ability to pin a post on top of your Page’s feed. 

View instructions on how to feature a post here.

💡 Best Way to Use this Feature: Highlighting your organization's best work and biggest accomplishments. Won an award recently? Feature a post about it. Wrote a blog that got mentioned in a big news outlet? Feature that one as well. By showcasing special posts, new accounts that stumble upon your page will see these first and get interested in what else your org has been up to.

Sponsored Articles

Sponsored LinkedIn articles are posts shared by Company Pages on LinkedIn, which can then be promoted as single-image ads to enhance brand awareness, engagement, and lead generation. This feature is gradually being rolled out, and only articles originally shared as organic posts from a Company Page are eligible for sponsorship.

Click here for instructions on how to set this up.

💡 Best Way to Use this Feature: Promoting articles authored by your nonprofit's leadership or experts in your field can establish credibility, drive traffic to your website, and attract potential donors or partners.

Page Messaging

Pages Messaging is now available for all companies. With this, members can reach out to organizations with a Message button on the Page, enabling admins to engage in conversations through a dedicated inbox for Pages. 

Only super or content admins can view and reply to messages for your Page.

💡 Best Way to Use this Feature: Set up conversation topics for your followers to easily specify what their message will be about, whether that be requesting a service or open availability for a job. Based on the topic they choose, their message will go in a specified inbox.

Competitor Analytics

Page Admins are now able to compare their analytics with competitors. In the Competitor analytics view, you’ll find follower metrics, organic content metrics, and trending competitor posts.  

Analyzing competitor data is crucial in making tweaks to your strategy to better align yourself with what your audience is looking for. This feature enhances your ability to do so effectively.

💡 Best Way to Use this Feature: Drawing from strategies outlined in "These Metrics Make You Look Good," you can apply these insights when comparing your metrics to competitors. You can use the information from this feature to effectively: benchmark your performance, refine your content strategy, and ensure your organization remains relevant and competitive on LinkedIn. This is a great way to see what your competitors' followers are engaging with and take notes on what you can adjust in your strategy to stand out.

Newsletter Analytics / Updates

The Newsletter feature has been out for quite a bit now and has seen a 150% increase in the number of newsletters being published.

Newsletter analytics will help you learn more about the performance and audience of your Newsletter. Here you’ll find trends, impressions, subscriber demographics, and engagement totals.

In addition to the analytics feature, an update has been made to the amount of newsletters you can post. Initially, LinkedIn only allowed one newsletter per personal or business page. Now, you can create and post articles for up to five different newsletters.

💡 Best Way to Use this Feature: Now that you’re able to produce more than one newsletter, this could be a fun way to try some A/B testing. Start two newsletters on different topics within your expertise and see which one your audience is more drawn to based on the newsletter analytics. 

Creator Mode for Everyone

LinkedIn is getting rid of ‘Creator Mode’ and giving every user access to all creator tools.

Your ‘About’ section will move back to the top of your profile and you’ll have the option to choose between Follow or Connect as your primary button.

💡 Best Way to Use this Feature: Take advantage of every creator mode feature that you can. Add your website link to your bio, add topics to your bio to help new followers understand who you are, create a newsletter, then test it out and see if your account analytics fluctuate at all. Maybe changing the ‘Connect’ button to ‘Follow’ will generate more engagement, you never know until you try!

Custom Buttons

(LinkedIn Premium feature) You can now add a custom button to the top of your profile next to the follow/connect button. On your profile, it gives you the options to: Visit your store, Visit your website, Book an appointment, etc.

Learn how to set one up here.

💡 Best Way to Use this Feature: To optimize this feature is to utilize everything we mentioned above. Before throwing up a ‘donate’ or ‘volunteer’ button, it’s crucial to establish a devoted audience. Think about it, would you want to donate to a nonprofit on LinkedIn that barely posts and doesn’t often interact with new features or followers? To get the most out of this feature, make sure you’re letting your followers know why it would be beneficial to them to support you.

As you experiment with new features on social media, always keep your audience top of mind. Ensure that they are always included and engaged in your content. By staying proactive and attentive, you can build a strong and loyal following. Happy networking!