MARKETING
The Business Bulletin
Evolving with LinkedIn With over 80 million members worldwide (31+ million in the UK), LinkedIn is not only one of the oldest social media platforms (launching before YouTube, Twitter, and Facebook) but also ever increasing in popularity.
Even in LinkedIn’s first month, it had
ever before. In fact, in 2020, content
LinkedIn decided to remove this
accumulated an impressive 4500
creation increased on LinkedIn by a
feature towards the end of 2021 as
members and was off to a promising
whopping 60%! LinkedIn has proven
they didn’t feel it matched their
start. Founded by Reid Hoffman back
to be more than 277% more effective
ethos. Now, the LinkedIn algorithm
in 2003, it was originally designed as
for lead generation than other social
is more interested in favouring
a platform to connect job seekers and
media sites.
evergreen content – meaning that
potential employers…or employers and potential candidates. LinkedIn’s mission statement, “Connect the world’s professionals to make them more productive and successful” still
LinkedIn are constantly developing and trialing new features to adapt the platform for their members and encouraging users to create original
the content remains engaging and interesting, regardless of when it was uploaded. Understandably, that isn’t always
and evergreen content. In 2020, they
possible for individuals or businesses
trialed a “Stories” feature, like what
who are posting about specific events
you can see on other social media
or promoting certain products or
applications such as Snap Chat and
services. But it does inadvertently
Instagram. These short stories could
encourage its’ users to be creative,
LinkedIn for lead generation, brand
be uploaded for other members to
strategic, and mindful of what they
awareness and marketing than
view over a 24-hour period. However,
do choose to post and upload.
holds true today but has taken on further meaning as the use of the platform increases and evolves. More businesses are using
24 | Issue 18
