It may not seem like the most obvious choice for creators, but LinkedIn also wants to leverage the burgeoning creative economy, launching its own ‘Creator Gears‘initiative to support talent in the app and place the best voices on the platform.
As explained by Andrei Santalo, the head of the community at LinkedIn:
“Based on the tools and resources we have available to creators, today we are implementing the LinkedIn Creator Accelerator program and investing $ 25 million to help creators build their audience and strengthen their voice. This 10-week long breeding program for up to 100 creators in the U.S. offers accepted participants coaching, a built-in creative network, opportunities to appear on LinkedIn channels, and a $ 15,000 grant to help them share content, conversations to awaken, and build communities. ”
LinkedIn has been working with creators for the past few months to develop the new program, and the platform is advertising a new role that focuses on ‘fpromotes growth for creators‘ back in february.
That would be the role Santalo is now playing. come on Instagram in May, and Santalo describes his mission at the company as’build, scale and lead a new global team that supports content creators to grow their audience and communities.
Anyone who has a story to tell and has professional conversations about the world of work can be a creator on LinkedIn. If you are someone who has the creativity, passion and dedication to build a meaningful community (and is based in the US) – we want you to apply.”
Of course, it’s much more appealing to creators to post TikTok clips, or upload footage to Instagram, or create AR experiences on Snapchat. In this regard, posting business-related content on LinkedIn is probably less interesting – but there are many people who are building their professional brands on the network, for whom the opportunities offered by the new initiative will have a major appeal.
The ultimate goal, of course, is to post these popular users on LinkedIn more often, which will help gain engagement on the platform.
LinkedIn already sees high user activity, with in-app sessions 30% more than on an annual basis, and as other platforms want to build a tougher environment for creative talent, LinkedIn is also aware of the value it can hold, as it can provide more incentive to retain it.
In some ways, it’s probably less important to LinkedIn, at least in a competitive sense, because where else are you going to publish your business thoughts? But again, these creators can of course make money through guest blogging and posting on other sites, so it makes sense that the platform offers more direct incentive, even if it is not the same battle for creative talent as the popular video programs.
The next step will then be to provide more tools for creators to maximize their LinkedIn performance. Just today, LinkedIn long posts for company pages added, which will expand its content banks, while also looking for the next thing coming to LinkedIn Stories, after recently announcing that it will be retire at the end of this month.
On this front, LinkedIn also recently acquired how-to video platform Jumprope, which is likely to see it incorporate similar features into its creative tools in the near future.
In announcing that Stories would close, LinkedIn noted that it had learned two important things from its Stories experiment:
- Users want their story-like content to survive outside the 24-hour window and be available on their profile
- Users want more creative tools to create compelling videos across the platform
Although LinkedIn Stories will be gone soon, it’s not the end of LinkedIn’s experiments with video tools, and again it seems like Jumprope’s platform is a strong indication of where it’s headed, probably with more on-profile video tools and options to help creators showcase their expertise and build their personalized in-app brands.
In addition to its Creator Accelerator initiative, LinkedIn is also offering a range of creative opportunities this month, which may be worthwhile:
- On Friday 9/17 we have our first INFUS event will bring together black creators on LinkedIn, giving you the tools to connect, inspire and engage your audience. Learn more here.
- On 24/9 our community management team presents Top 5 things Creators Need to Know, a LinkedIn Live program that looks at how you can strengthen your voice and grow your community. You can subscribe here.
- And later this month, we begin Create Create Week, packed with daily, live learning sessions on creating on LinkedIn: from building your presence to writing in the professional context to maximizing video use on LinkedIn. It’s free for all LinkedIn members. Learn more here.
New opportunities to get involved and new insights to help optimize your strategy. And amid the impending economic recovery, in the wake of the pandemic, you can expect LinkedIn to gain even more focus, and even more use, which could be an important point for those considering building their own professional brand.
You can find more information and apply for a place on LinkedIn Creator Accelerator Program here.