LinkedIn tests personal post boost option
LinkedIn's paid feature amplifies content but also highlights frustrations over limited organic reach and a shift toward a pay-to-play.
LinkedIn is experimenting with a new feature that allows individual users to pay for increased post visibility, expanding beyond existing business page boost options.
Key details. The feature is testing with limited U.S. Premium Business subscribers. Boost options will be available for:
- Text posts
- Image posts
- Articles
- Videos
- Newsletters
Why we care. LinkedIn’s personal post boost feature encourages professionals to invest in personal branding, increasing overall content activity and engagement on the platform. This creates more opportunities for you to connect with highly engaged audiences and positions LinkedIn as a key space for both organic and paid professional outreach
What’s different. Unlike LinkedIn’s Thought Leader Ads, which are geared toward business-backed campaigns, this tool puts control directly in the hands of individual users, democratizing access to content amplification.
Key concerns: As much as this feature may seem like a move in the right direction, it’s frustrating to see LinkedIn limit post visibility regularly, even for those with large networks and meaningful engagement. Many of us feel forced to pay for reach that should be organic, similar to Facebook’s shift to a pay-to-play model years ago.
Recently key issues like broken content distribution, low organic reach, erosion of trust and engagement not equals to visibility was raised by Tammy Graham (Head of Business Development & Marketing at Scarab Digital).
What’s next. Potential wider rollout expected in 2025, creating new opportunities for professional personal branding.
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In 2008, Anu's career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.