LinkedIn has long focused on bringing together professionals of all levels, from CEO’s to interns. The network has been a place for people to connect but connections were historically not enough to bring people back to the site on a daily basis. Site views mean opportunities for advertisers. This past quarter LinkedIn only acquired about 23% of its revenue from ads. To expand that, they needed to become a place where people create and consume content. More content would mean more page views, and more page views would help them sell more advertisements.
Over the past year LinkedIn has undertaken a more focused approach, offering select influencers the opportunity to write articles that would be shared on the site. This original content was shared alongside relevant news articles at the top of the home page. The impact on page views has been substantial – visitors to LinkedIn viewed 63 percent more pages in the first quarter of 2013, than they did in the first quarter of 2012. Building off of this win, LinkedIn just announced Sponsored Updates for advertisers.
With brands spending more time creating high value content, having the ability to serve that content to a high value audience through ads, makes perfect sense. More awareness creates more opportunities for engagement, with the engagement itself creating more opportunities for awareness. The inclusion of Sponsored Updates into the mix will help companies reach specific target audiences with original content.
Will you be checking “Expand Reach” off of your LinkedIn to-do list?