Sponsored Content & Influencer Marketing Tools
Everyone can be an influencer.
Today, members on LinkedIn are unable to grow their following and increase engagement without a company page. By limiting post boosting to pages today, we force members to start over completely with zero following and credibility to establish their brand. Customers verbatims prove that members don’t want to start building their following from scratch on a company page - they want to boost posts from their personal profiles (that already have thousands of followers).
“I'd like to be [able to] boost a post that I've done on my personal profile. Is there any way I can do this? I can't seem to find a boost option anywhere.”
“Trying to boost my most recent post, but I don't want it associated with a different page, I want it associated with my LinkedIn account.”
“It makes 0 sense why Linkedin would want someone to start completely over by creating a page that has 0 followers and credibility to advertise. Facebook gives you the option to use a page AND be able to use your personal account which maybe Linkedin should consider.”
Product principles.
Simple, user-first experience. We want boosting to feel intuitive to members who have boosted posts on other platforms, and easy for those who haven’t. We want to prevent dropoff by reducing unnecessary elements in the user flow.
We should move fast by leveraging the infrastructure LinkedIn already has. We should leverage what we already have for boosting posts from pages, and leverage our superiorities in audience targeting, predictive audiences, and audience expansion.
Boosting should drive value for both creators and the LinkedIn ecosystem. Success for us means we help members achieve their conversion goals, but maintain the standard of gold conversations and content on the LI platform.
Product strategy.
We want to start by solving for a small group with high intention to create a LinkedIn presence. Our first milestone is creating a product that enables members to increase their brand awareness without a company page (and are willing to pay a premium for this).
Prove value through measurement & analytics. We need to prove that boosting actually helps members achieve desired conversions (ex: impressions, reach, leads) in order to gain and retain users who boost. While we can leverage existing creator/ad analytics, we should invest in robust boost analytics to effectively communicate the value boosting brings.
Iterate and expand to additional segments. Once we’ve proved feature adoption and customer validation for our pilot users, we want to create more personalized boosting options for recruiters, jobseekers, sales professionals, and product/service providers.
