LinkedIn pilots AI-powered Premium Company Pages for audience growth

LinkedIn, the platform known for connecting professionals, has recently begun a pilot program aimed at enhancing its revenue streams through a new offering tailored for small and medium-sized enterprises. TechCrunch has discovered and verified that LinkedIn is developing a new subscription service called LinkedIn Premium Company Page. Priced at potentially up to $99 per month, this service would provide AI-driven content creation and advanced tools to increase follower numbers, among other benefits to elevate a company’s visibility.

This development is noteworthy as it highlights LinkedIn’s ongoing efforts, under Microsoft’s ownership, to expand its revenue sources and increase its overall utility. For years, LinkedIn has been humorously criticized for becoming a hub of overt self-marketing and, somewhat disconcertingly, for the extensive user data it accumulates.

LinkedIn is now well-positioned to capitalize on current shifts occurring across other social networks and search engines, where advertising rules and misinformation are prevalent. By aiming to establish a more secure environment, LinkedIn is setting itself up as a reliable social home for professionals and advanced consumers.

Suzi Owens, the senior director of communications at LinkedIn, made the following statement:

“We’re always exploring new ways to enhance our customers’ experience and assist them in achieving their business goals. Currently, we’re testing a new offering with small-to-medium business customers, called Premium Company Page, which is designed to help them attract customers, build credibility, and stand out to their audience. We look forward to sharing more soon,” stated the senior director of communications at LinkedIn, in a statement.

Although the specifics of the pricing for premium company pages are not explicitly detailed, page administrators who qualify are able to view these rates. According to insights from a marketing expert, the monthly charge starts at $99.99 for each page, with a discounted annual rate of $839.88 per page available.

The latest addition of the premium company page subscription complements LinkedIn’s robust array of premium services tailored for diverse entities and users on the platform. The offerings range from Premium Career for job seekers, Premium Business for strategic business insights, to Sales Navigator for sales professionals, Recruiter packages for talent acquisition specialists, and LinkedIn Learning for educational purposes.

The array of Premium services is a significant revenue generator for LinkedIn. Reports from March highlight a 25% increase in Premium subscription revenue, reaching $1.7 billion in 2023. The company’s total earnings were reported at $15 billion for the same year, with recruitment services contributing $7 billion to this total.

The Premium Company Page incorporates familiar LinkedIn features, enhancing the way administrators manage engagement. These pages allow administrators to check who has recently visited the page—unless those visitors have opted for privacy settings that obscure their visits. This feature enables invitations to follow the page, extending beyond immediate connections. Furthermore, administrators can strategically place “call to action” buttons at the top of the page, linking to contact details or websites, and can also position testimonials prominently, amplifying their visibility and impact.

Additionally, the enhancement of the platform with AI-driven content creation underscores LinkedIn’s ongoing integration of advanced technology, benefiting from Microsoft’s collaboration with OpenAI. A notable enhancement for premium subscribers is the addition of a golden badge, signifying verified status and boosting the page’s authenticity and appeal.

Featured image credit: Greg Bulla/Unsplash

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• Source: https://dataconomy.com/2024/04/17/linkedin-pilots-ai-premium-company-pages/