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LinkedIn unrolls a new ad consideration, with sponsored posts coming to all users, providing another way to generate leads from your LinkedIn content.
In the above example, it shows, that now, when a company page posts an article to LinkedIn, admins will have the option to promote it, which will include the capacity to add a CTA button, like “Unlock Article”, that requires user sign-up to read the rest.
That means that it provides another lead generation tool in the app, which could enable a more direct means to measure response and maximize LinkedIn content performance.
Further, LinkedIn’s currently developing the option, and rolling it out to all users, with other post-amplification and CTA options set to be integrated over time. This could eventually facilitate more customer connection processes, while at the same time also incentivizing more businesses to keep posting to LinkedIn, boosting its usage.
The CTA option is similar to LinkedIn’s existing lead gen ads, though having it more directly tied back to in-app engagement will be better for LinkedIn, and potentially good for businesses as well.
However, that also depends on whether your articles are enticing enough to prompt more of the right audience to engage. Your main focus should be to gain leads that are interested in your products. In addition, with the right content, it could prove to be a valuable driver of business connections.
LinkedIn says that the new option is currently available to all users, thus, only company-authored articles are eligible for sponsorship at this stage.
Source: Social Media Today
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