This week LinkedIn unveiled completely revamped mobile apps for iOS and Android. According to the company, around 27 percent of the website’s traffic comes from mobile. To capitalize on it, LinkedIn has also introduced ads in the form of sponsored content.
The LinkedIn team redesigned the entire user interface, adding a much more engaging and richer stream. Professionals can now access a “vibrant and visual” stream with tailored updates, news, original posts from influencers, and much more. And since consuming is only one part of the equation, joining the conversation is now much easier with liking and commenting available directly in your stream.
Your updated mobile experience also includes deeper personalization options with a brand new navigation page preloaded with the most helpful features. Using data from your profile and the actions you perform on the site, LinkedIn’s mobile apps will get you to where you want to go faster. For example, if a job seeker visits the jobs section often, he or she will soon see jobs appear on the navigation page.
But while this is great for casual users of the service, businesses might be more interested in the sponsored content. Introduced as a small test in January, it’s now expanding from LinkedIn’s desktop and iPad versions to mobile phones. The company has been working with brands like GE, Xerox, and BlackBerry to distribute content as a status update and target specific followers on LinkedIn.
LinkedIn’s CEO Jeffrey Weiner appeared optimistic during the company’s fourth quarter 2012 earnings call, stating that “what we’ve seen thus far has been encouraging.” Exact metrics around the test aren’t available, but from a growth and engagement perspective, mobile expansion seems promising.
“We’re up to about 27 percent of our unique members visiting on a weekly basis, and that’s up considerably from the same time a year ago,” stated Weiner. Additionally, the company has reported that weekly mobile page views have increased 250 percent year-over-year. Competitors like Facebook have seen a lot of interest around mobile ads, so it’ll certainly be interesting to see how the new test fares.
In the meantime, advertisers should check out LinkedIn’s video ads, which enable you to import videos or use existing YouTube videos as part of your ad campaign. Additionally, more traditional text and image ads are available as well. We’ll keep you updated as sponsored content moves out of testing. LinkedIn’s updated mobile apps can be downloaded from Google Play and the App Store.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.