When LinkedIncollaborative articleslaunched in March, they promised to give thought leaders another opportunity to showcase their expertise. Since then, they’ve reached 1 billion contributions and proven to boost visibility for subject matter experts on andoffthe platform. Now they’re rolling outnew updatesto make the content more noticeable:
Boosted Visibility: When someone searches on LinkedIn, relevant collaborative articles now appear on the results page. Your contributions are also visible in the feeds of others who can benefit from them.
New Engagement: Users can now interact with article contributions with the full array of LinkedIn reactions (like, love, support, etc.) and follow contributors directly from an article.
Better Badges: Top contributors will now have a badge next to their contributions within the article, as well as in their profile. (LinkedIn hasn’t been clear about how these badges are determined, but it’s likely tied to reactions.)
TL;DR: LinkedIn expands reach for collaborative articles with new capabilities and in-app search.
App Alert
Polls, a long-time feature in Instagram Stories, have entered the IGcomment sections.
How It Works:
Currently only available to aselect group of accounts, this update will allow users to post polls in the comment section on Reels and feed posts. The feature operates the same as the IG Story version, apart from the respondent numbers that appear once a follower engages with the poll (see an example here).
Why We Care:
Once they're available, comment section polls will be a clever way to continue the conversation with your audience. Drop a follow-up question to dive even deeper into a more technical topic or use the feature to get instant audience feedback.
WHAT LIT US UP
Keep the Spirit Alive
Spirit Halloween may be scary busy in October, but it’s able to thrill its social audience all year long. In addition to capitalizing on thecostume kit memethat haunts feeds year-round, the retailer strategically maintains its momentum by jumping ontimely trends, finding opportunities to celebrate off-spooky season holidays (Halfway to Halloween, anyone?), and more. But where its content strategy shines is leaning into the joke — aka the internet’s affinity for slapping a Spirit Halloween banner on just about everything. (RIP, John Hancock Signature Room.) The brand has gotten in on gags by engaging with the memes on social media, selling the famous banner, and even hosting apop-up event, where it took over a diner by hanging up its sign.
Whether you’re a Halloween retailer or a B2B tech company, brewing up consistent social engagement with an audience year-round can be challenging. A robust, flexible social and content program can keep your brand going strong, even during the slower periods.
TL;DR: Pop-up costume retailer Spirit Halloween maintains its audience’s diehard love throughout spooky season and beyond with creative and strategic social content.
