LinkedIn, the social networking platform for working professionals, is testing a new service for small and medium businesses. This service, which features a LinkedIn Premium Company Page, is a subscription-based and fee-based perk that uses AI to create content and increase followers.
LinkedIn is likely broadening its horizons to shed its self-promoting reputation and rebrand itself as a platform with helpful content. Giving businesses more tools, of course, also increases LinkedIn’s value to the working world.
Premium Content, Premium Results
The ultimate goals of LinkedIn’s Premium Company Page are to help small-to-medium businesses find their voice, foster exposure to new audiences, engage with their customers, stand out from their competition, and build their brand. It’s ideal for startups, new companies, and seasoned companies looking to explore untapped resources or give their advertising a kick in the assets.
Fees are rumored to start at $99 a month, which is within reach for most companies.
LinkedIn Overhaul
This endeavor is the latest expansion in what appears to be LinkedIn better attuning to the wants and needs of its users. Other services the platform has launched include Premium Career (geared to those looking for a new job), Sales Navigator (geared to sales teams), and Premium Business (geared to those who want more intel on their customers and audience). LinkedIn also offers premium services for recruiters, who often use the platform to find talent.
While helpful for working professionals, these services are also profitable for the platform. LinkedIn reported a 25% increase in subscriptions from the year before in March.
Where AI Comes In
One factor that could make a Premium Company Page particularly enticing to businesses is AI. This feature is a potential game-changer for professionals who hate writing copy (or just don’t have a way with words) and those who have a hard time promoting themselves effectively. Even if AI can’t do all the writing work, it can help people brainstorm, write more persuasively, and generate ideas through cues.
LinkedIn has long had difficulty keeping up with other social media platforms. However, with its focus on premium services, this appears to be changing. LinkedIn is determined to become locked in on what working professionals genuinely want.
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