LinkedIn has announced its latest feature drop for Company Pages, including new ways to highlight your newsletter, a new, more privacy-friendly way to segment your ad audience, and updated competitor analytics.

Let's start with newsletters: They've been growing nicely on LinkedIn lately.

And to further encourage brands to play the LinkedIn newsletter game-to more directly promote their products and services-LinkedIn now provides even more ways to use discovery, as company pages will now be able to add SEO titles, descriptions, and tags in their newsletter uploads.
LinkedIn:

"When a member searches for your Page on LinkedIn, we'll make sure they have easy access to subscribe to your Newsletter right from the results page. To get attention and traffic when your members search off LinkedIn, use best practice for SEO by setting an SEO title, description and tag for your Article to take advantage of. When the number of followers gets substantial, we will start to automatically send a call-to-subscribe to your members once they become new members following your Page."

As discussed, newsletters have proved to be a winner for LinkedIn, and many brands can now maintain engagement and update their audiences through this native LinkedIn tool.

There is some limitation in terms of contact info collection and separate connection with your audience on the platform other than LinkedIn, but if you aim at maximizing your in-app engagement, it might just be worth considering.

LinkedIn is also launching some new elements for its Product Pages, with listed products now discoverable via LinkedIn search, and new Product Highlights to showcase specific items.

LinkedIn has also added some new competitor analytics elements, such as the ability to track competitor follower growth, recent post performance, and engagement rates.
It's similar to Facebook's competitor tracking, which gives you more context about how your page is performing, while you'll now also be able to discover trending content your competitors are using to stay on top of shifts in engagement.
Our Brand Safety Hub provides advertisers with a list of our third-party publishers whom they may leverage in order to scale your campaigns, add domains suitable to allow lists related to the work, or use DoubleVerify's brand suitability and custom controls in order to establish precisely where their campaign impressions would be delivered and aligned with the values of your brand across the LinkedIn Audience Network.
LinkedIn also launched the new process for ad experiments, which will enable advertisers to run experiments on a secure virtual device; it also launched a new Recommendation Hub, where the most relevant AI-based recommendations for your campaigns will be collected in one place.

Last but not least, LinkedIn will also introduce a new 'Group Identity' process to ad targeting. These add members to groups based upon shared professional traits such as job title, company, industry, and more.

The process provides better protection of individual privacy while still enabling segmentation based upon key traits within the LinkedIn system.

Group Identity will be initially rolled out for ads that appear on the LinkedIn Audience Network.

These are a few interesting updates-not earth-shattering, but maybe significant for your LinkedIn strategy. And with more and more brands looking LinkedIn's way, amid rising usage, and concerns at other apps, it could be a good time to get a better look at LinkedIn and revise your approach as a way to maximize your performance.