It may not seem like the most obvious choice for creators, but LinkedIn is also trying to take advantage of the emerging creator economy by launching its own Creator Accelerator initiative to support in-app talent, and keep its top voices on the platform.
As explained by Andrei Santalo, head of the community on LinkedIn:
“Building on the tools and resources we have available to creators, today we are introducing the LinkedIn Creator Accelerator Program and investing $ 25 million to help creators build their audience and amplify their voice. This 10-week incubator-style program for up to 100 U.S.-based creators will provide accepted participants with training, an established network of creators, opportunities to present on LinkedIn channels, and a $ 15,000 grant to help them share content, launch talk and build communities. ”
LinkedIn has been working with creators to develop a new program in recent months, with the platform advertising a new role focused on ‘fencouraging the growth of creators‘back in February.
What would be the role Santalo is in now, after he came off Instagram in May, and Santalo describes his mission at the company as ‘building, scaling, and leading a new global team that supports content creators in increasing their audiences and communities.
“Anyone who has a story to tell and leads professional conversations about the world of work can be a creator on LinkedIn. If you are someone who has the creativity, passion and commitment to building a significant community (based in the USA) – we want you to apply.”
Of course, creators are far more attracted to posting TikTok clips or posting visuals on Instagram or creating an AR experience on Snapchat. In that sense, posting business content on LinkedIn is probably less cool – but there are many people who create their professional brands online, and to whom the opportunities provided by the new initiative will attract significant attention.
The ultimate goal is, of course, to get these popular users to post more often on LinkedIn, which will help increase engagement on the platform.
LinkedIn is already recording a high level of user activity, with in-app sessions up 30% from last year, and as other platforms want to build a more sticky environment for creative talent, LinkedIn is also aware of the value it can bring if it can provide additional impetus to them. hold on.
In a way, this is probably less important for LinkedIn, at least in a competitive sense, because where else are you going to post your business thoughts? But again, these creators can, of course, make money through guest blogging and posting on other websites, so it makes sense for the platform to provide a more direct boost, even if it’s not in the same kind of creative talent struggle as popular video apps.
The next step, therefore, will be to provide more tools for creators to increase their performance on LinkedIn. Just today, LinkedIn added long posts to the company’s site, which will expand its content banks, and is also looking for the next one coming after LinkedIn Stories, after it recently announced it would withdraw that option later this month.
On this front, LinkedIn was also recently purchased Jumprope instructional video platform, who will probably try to incorporate similar functionality into their creation tools in the near future.
Indeed, in announcing that Stories would close, LinkedIn noted that he had learned two key things from his Stories experiment:
- Users want their story-like content to live on after 24 hours and be available on their profile
- Users want more creative tools to create interesting videos across the platform
So while LinkedIn Stories will soon be gone, it’s not the end of LinkedIn’s experiments with video tools, and yet, Jumprope’s platform seems to provide a strong indication of where it’s going, probably with more profile video tools and options to help creators show their expertise and build their personal brands in the application.
In addition to the Creator Accelerator initiative, LinkedIn is running a series of creator-focused events this month, to which it might be worth adapting:
- On Friday 9/17, our inaugural INFused the event will bring together black creators on LinkedIn, giving you the tools to connect, inspire and engage your audience. Find out more here.
- On September 24, our community management team will host Top 5 things Creators Need to Know, a LinkedIn Live show that explores how to boost your voice and increase your community. You can sign up here.
- Later this month, we’ll begin Learning Creation Week, packed with daily live learning sessions on creating on LinkedIn: from building your presence to writing in a professional context to making the most of videos on LinkedIn. It’s free for all LinkedIn members. Find out more here.
New inclusion opportunities and new insights to help you optimize your strategy. In the midst of the upcoming economic recovery, after the pandemic, you can expect LinkedIn to gain even more focus and see even greater use, which could be important for those considering building their own professional brand.
You can find out more information and sign up for a site on LinkedIn Creator Accelerator Program here.
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