LinkedIn has been working on ways to earn money from the platform. The latest set of features, dubbed “creator mode” by LinkedIn, is rolling out in stages to provide several monetization options for creators outside the typical banner ads and sponsored content you see everywhere.
Linkedin is growing into its own
Linkedin was once considered the fourth menial social media. The red-headed stepchild of Facebook and Twitter, existing to serve both group promotions and droll office banter. But now, things are different: Linkedin is growing into its own. Users have gone from posting snoozefest inspirational content to short-form blog posts that help people, polls asking for honest opinions, and even selfies of workforce employees taking much-needed vacations. Why is LinkedIn snagging such a massive share of attention? In short, because it’s starting to act like a social network again.
I was excited about Snapchat stories. I loved the idea at first because it was original. Instead of sharing what I was doing with individuals, all my followers could get involved. Snapchat was ahead of the curve. Then Instagram decided to create a similar feature: it copied stories but called it “carousel,” so you assume there’s more than just text, unlike other social media platforms’ “story” feature. Now Facebook and LinkedIn are trying to step up their game to compete by creating components that pay content creators.
So what exactly is going on here?
LinkedIn is throwing its hat in the ring of multimedia content. What is their idea of innovation? Short videos, or better yet, stories. They’ve even brought on talent to make them: LinkedIn has partnered with the video podcaster behind Between Two Ferns, Zach Galifianakis. LinkedIn aspires to be at the forefront of multimedia content creation and consumption as a company. To foster an authentic brand voice and lead generation, they need to expand into media creation and consumption platforms like Instagram and Snapchat.
What is the LinkedIn creator fund?
If you’ve ever been on LinkedIn (and let’s be honest, if you’re reading this – there’s an 80% chance you have at some point), you probably know about the “connection requests” feature. This request is a feature that lets you directly connect with other users, akin to Facebook Messenger and iMessage. However, recently, LinkedIn has been beta-testing another component: the Creator Mode. The Creator Mode gives users the ability to create unique content, including potential podcasts. The possible uses of the Creator Mode are extensive — the platform could become a go-to blog network or provide training on how users can take their companies to bigger and better opportunities.
The real question: Who’s getting paid?
The news started with a bang. LinkedIn announced 35,000 people would be receiving funding to start new businesses. Then the word took on a life of its own, and soon headlines around the world were saying 35,000 people would be receiving $10,000 each. LinkedIn refuted this claim by having their employees make posts and comments in LinkedIn Groups. The message was, “only 100 people fundraisers will get $10,000 grants to launch their business idea on LinkedIn. We are looking for an army of entrepreneurs who can come up with ideas that create social value by increasing the amount of high-quality content posted on LinkedIn to post on at least a weekly basis and then teach everyone else how to do it too.”
What type of content does Linkedin expect to see?
- One of the best ways to grow your following is to give and receive genuine advice: Your followers can help you navigate challenges in your business and career, and you can do the same for them.
- Effective network authority: To be an influential adviser, you need to cultivate a network of people who trust you and see you as an authority on specific topics. That’s what makes you a leader, after all — the fact that people seek out your opinion, knowledge, or experience with you.
- Avoid sharing only your thoughts: solicit feedback from others as well. Ask questions that elicit new ideas and solutions. Here are some example questions you’d like to ask:
What has been the most helpful thing I’ve written? Why?
What would be beneficial to understand more in-depth? What do I write about too much? Too little?
What kinds of things would you like to hear more about?
These tips help you keep on track while also giving people a chance to teach you something new.
All in all, as the web continues to evolve, large centralized platforms are attempting to play nice with creators. It’s an unsurprising development to see companies like Facebook and LinkedIn pursuing creators over the past two years. Why? Creators can generate content almost impossible to replicate by these platforms. The age of Web 3.0 is approaching, and creators need to start thinking about more immense distribution opportunities.