Publishers have their ups and downs with distribution platforms, but LinkedIn is having a moment, at least with business news outlets.
Since LinkedIn overhauled its news feed, added analytics tools for publishers and began testing a trending topics module, business-focused publishers have gotten traffic spikes from the platform, with some of them now drawing millions of readers every month. As for LinkedIn, it said engagement with its news feed is up 40 percent year over year.
Bloomberg has gotten 26 percent more traffic from LinkedIn in the past two months and is now a top-10 source of traffic, even though it’s cut the number of stories it distributes there by 90 percent, sharing only stories that are relevant to LinkedIn users, said Scott Havens, the global head of digital at Bloomberg. Previously, Bloomberg just used automated software to pipe hundreds of stories onto the platform, and it wasn’t even even a top-10 source of referral traffic. Havens declined to provide raw traffic numbers.
“We’ve been seeing this nice uptick,” Havens said.
LinkedIn is still only relevant to a small slice of publishers. It drives less than half of 1 percent of all global referral traffic, according to Parsely, a share that has barely changed in the past year. And not every business publisher contacted for this story has seen its LinkedIn traffic grow, either — the Financial Times and Quartz, for example, remain flat.
But several have seen big gains, partly because LinkedIn has tried new ways to get content in front of readers. For example, when major stories about certain companies are published, LinkedIn has begun sending mobile push notifications to employees of those companies, driving up clickthrough rates.
Forbes — which has over 4 million followers on LinkedIn and is adding about 150,000 new followers per month — recently had a record month in April on the platform, with over 1 million clicks on its stories, according to Lewis D’Vorkin, Forbes’ chief product officer. This was nearly 120 percent more than the traffic it drove the previous April, he added.
D’Vorkin attributes a lot of that success to sharing aspirational, advice content that’s ripe for the LinkedIn audience. “We over-index, perhaps, on the right content for LinkedIn compared to Facebook,” he said. “People know Forbes is about success, not just in business and entrepreneurship, but in all sorts of ways. That’s so ripe for the LinkedIn audience.”
Elsewhere, Business Insider now reliably draws about 2 million clicks per month from the platform, though in a good month it can garner over 4 million. That’s not a lot for a publisher that gets over 55 million uniques a month, per comScore, but LinkedIn now drives more clicks for Business Insider’s finance coverage than Facebook does. That’s partly because LinkedIn’s audience, while quite a bit smaller than Facebook’s, is much more interested in that kind of information, according to Ashley Lutz, Business Insider’s deputy executive editor.
Business Insider, of course, also has a secret weapon in its founder and CEO, Henry Blodget, who drives traffic because of his 453,000-person following on LinkedIn, three times what he has on Twitter. “I’ve definitely gone to Henry before to see if he’ll share something on LinkedIn,” Lutz said.
‘Halloween is when Christmas ends’: A look at publishers’ pre-Black Friday commerce content playbooks
Publishers' Black Friday coverage plans are starting earlier and earlier but commerce teams are evolving to meet the demand.
How social media managers are coping with the Twitter debacle
Twitter – once a stable and trusty workhorse for social media strategists – now resembles the most wildly unpredictable social platform in the marketing arsenal.
‘A big reset in 2023’: After Big Tech’s mass layoffs, job candidates face intense competition
Recruiters report that 'we've never seen a market quite like this' as tens of thousands of employees flood the market.
SponsoredWhy cookie deprecation is deflating performance and inflating costs for advertisers
With the full deprecation of third-party cookies on the horizon, advertisers and publishers are navigating a challenging and quickly evolving landscape. The sunset of the third-party cookie continues as usage and lifetimes fall. Their deprecation is preventing brands from effectively measuring the effectiveness of media campaigns in real-time at highly granular levels. As the industry […]
Martin Sorrell-backed S4S Ventures, Bertelsmann invest $10M in data asset management outfit as it blends new content, analytics-based marketing for clients
The recent explosion in content has created the need not only for more sophisticated tools to manage it, but better ways to attach data and analytics to the content in order to better optimize it at the right time for the right opportunity.
Member ExclusiveMedia Buying Briefing: Which media will buyers turn to in a soft local market in 2023?
Traditional media including broadcast and print are expected to be hit hard by revenue losses. What will save local from a deeper downward trend next year will be local ad spending on digital, digital out-of-home (OOH) media and connected TV.