LinkedIn has announced some new features to its updated creators analytics. Most notably the Post Performance Table which gives a visual representation of how many impressions, views and time watched each post received. The analytics now include how many new followers were earned, how many times they were saved and sent. Plus it includes analytics for how many views came from within or outside of a creators network. This will help creators understand what is working and what is not.
What LinkedIn Shared
The details were revealed by Sam Corrao Clannon, Director of Product for content at LinkedIn in a blog post on Tuesday. It gives creators an insight into how new analytics features will be rolled out and help them make the most of in-app opportunities.
Last month LinkedIn announced an enhanced profile insights dashboard as part of a wider set of updates to creator tools to provide more data on content and monetization opportunities. The latest details give creators an insight into how the analytics features will work.
The Post Performance Table
The most noticeable change is that the ‘Post Performance Table’ now displays the key metrics alongside the details of each post. The example provided by LinkedIn shows the total impressions, views and watch time per post.
Previously, to compare performance from each post you would have to open up each individual post. Corrao Clannon said “It’s much easier to see how your key metrics are holding up against each other.” without having to go into the analytics of each post.
This will save a lot of time if you are regularly posting. Looking at a table can help identify trends in your content. If you notice that a particular format is regularly getting high numbers on views, or a particular topic is getting higher watch times then this will highlight that in the list.
Three Metric Updates
Corrao Clannon also highlighted three updated metric elements.
- Followers gained from a post. The metric now shows which specific members followed from a post, and their profiles are visible in the expanded display.
- Saves and sends. This new metric shows how many people bookmarked a post or sent it to a friend.
- In and out of network views. LinkedIn added more insight into which views came from connections and which came from non-connections, which could help guide posting strategy.
Seeing Who Followed
This is a subtle but useful addition. Now you will know who has followed your post. The expanded view will show the profiles of those who have followed you, giving you an idea of whether they fit your target audience.
The report does not specify how long the data will go back for so it is worth checking this for your own posts.
What Saves and Sends can Reveal
‘Like’ is a quick interaction whereas ‘Save’ and ‘Send’ imply more. Saving a post shows that someone would like to come back to it while ‘sending’ implies that you think the post should be seen by an individual. Whilst this makes sense, it is not stated that LinkedIn will use these metrics to rank content.
However, knowing how many times people have saved and sent your content along with knowing how many impressions/views your content has can give you another insight into how useful your content is. If your post has low impressions but lots of saves, it may be doing something different to something with lots of reach but no saves.
Inside and Outside the Network
This can be the most useful metric as it will give you an insight into how your posts are received by your connections and those outside of your network.
This data can be useful for determining how you post. If a creator receives almost all of their views from connections then they may be targeting their existing audience. However, if they receive more views from non-connections they may be reaching new people but not converting them into a base. This isn’t necessarily a good or bad thing. It is a matter of whether this aligns with the creators goals.
How This Fits with October’s Creator Update
The analytics didn’t arrive alone. On October 15, LinkedIn announced a wider set of creator updates. It’s testing pre-roll ads on creator content, which would let marketers place ads next to topically relevant creator and publisher videos without an established creator partnership. Creators who sign up would earn a share of the ad revenue.
LinkedIn also added search filters to its Creator Marketplace so brands can find creators by audience focus, expertise, and preferred content formats. It brought back the option to pin comments under posts, after rolling it out to some users in 2022 and then shelving it. And Premium subscribers can now offer free or paid one-on-one consultations through Advice Sessions, which require a verified profile and are available now for U.S. hosts.
That’s a lot of change in a few weeks, and it points in one direction. LinkedIn is building tools to help creators measure their content and earn from it, which fits its stated aim of driving more engagement in the feed.
Why the Data Matters for Earning
Analytics and money go hand in hand. The October update included the Insights dashboard which shows you analytics on how your content is performing and monetization opportunities. Pre-roll ads are dependent on creators enabling it for their content and Advice Sessions are dependent on your profile being verified. So it is all down to the creator to decide where they want to put their focus.
Improved metrics will help here. If you can see which post are attracting people outside of your network you’ll have a better idea of what could be of interest to brands. Plus if you get lots of saves and sends on advice posts this could indicate an audience looking for consultations. Whilst these are just possibilities, the reports do not specify that these metrics will determine if you can qualify for these programs.
What LinkedIn Hasn’t Said
There are some gaps in what was stated in the report. There was no mention on when all creators will be able to see the new table and metrics. There wasn’t much detail given about the new monetization features LinkedIn are building either, other than they are part of a move to increase engagement on the feed.
However, we did find out that LinkedIn will be reviewing the metrics creators are using, so there will be further changes to make the creator experience better.
Putting the New Data to Work
A few simple habits can make the new data useful.
- Scan your recent posts in the Post Performance Table and note which ones combine strong views with solid watch time.
- Compare saves and sends against impressions to see which posts people wanted to keep or pass along.
- Check the in and out of network split before changing your posting strategy, and match it to your goal.
- Review which new followers came from a post, and whether they fit the audience you’re after.
What to Watch Next
Keep an eye out for a wider release of this feature. You’ll also want to look out for more details about the initial pre-roll ad test LinkedIn is doing. Once they see how creators are using the new dashboard, there may be changes made. Overall this is a useful update, but is just making it easier to view the stats for each post – no new way to post has been added.
Frequently Asked Questions
Q1: What did LinkedIn share about creator analytics?
On Tuesday LinkedIn announced new features to their improved analytics tool. These include the Post Performance Table and updated metrics. This was announced by Sam Corrao Clannon, LinkedIn’s Director of Product for Content.
Q2: What is the Post Performance Table?
A new table showing a range of information around the posts. This gives creators a clear overview of how many impressions, views and watch time they received on each post.
Q3: What does the followers gained metric show now?
It now shows which specific members followed from a post. Their profiles are visible in the expanded display, so creators can see who the new followers are.
Q4: What does the saves and sends metric show?
It shows how many people bookmarked a post or sent it to a friend. The report doesn’t say whether either action affects how posts are ranked.
Q5: What are in and out of network metrics?
They show which content views came from connections and which came from non-connections. The report says this could help guide posting strategy.
Q6: How does this connect to creator monetization?
The updated dashboard includes data on monetization opportunities. LinkedIn is also developing new creator monetization options as it works to drive more engagement in the feed. In October, it announced a pre-roll ad test that would share ad revenue with creators.
Q7: What else did LinkedIn announce for creators in October?
They have implemented new search filters in the Creator Marketplace. They have also reintroduced pinned comments. LinkedIn have also introduced Advice Sessions. This allows verified Premium subscribers to give free or paid advice. Advice Sessions are available now for U.S. hosts.
Q8: Will LinkedIn change the analytics again?
Possibly. Corrao Clannon said LinkedIn will assess how creators use the new metrics as it decides next steps to improve the creator experience.
Q9: Do all creators have access to the new analytics?
The report doesn’t say when every creator will see the new table and metrics. Check your own analytics to see what’s available to you.
Q10: How can creators use the new data?
Creators can compare different posts using the table. They can also see how many saves and sends they had in comparison to impressions. They can also see how much of their audience is ‘in network’ or ‘out network’. They can also see who they gained as followers to see if they are the right audience for them.
