LinkedIn’s New Feature: Personal Post Boost

Key Details

LinkedIn is currently testing a new feature that allows individual users to pay for increased post visibility, going beyond the existing business page boost options. This feature is being tested with limited U.S. Premium Business subscribers and will be available for text posts, image posts, articles, videos, and newsletters.

Why We Care

This new feature from LinkedIn encourages professionals to invest in personal branding, which can lead to increased content activity and engagement on the platform. This presents more opportunities for users to connect with highly engaged audiences, positioning LinkedIn as a key space for both organic and paid professional outreach.

What’s Different

Unlike LinkedIn’s Thought Leader Ads, which are typically used for business-backed campaigns, this new tool gives control directly to individual users. This democratizes access to content amplification, allowing more users to boost their posts and reach a wider audience.

Key Concerns

While this feature may be seen as a step in the right direction, some users are frustrated by the regular limitations on post visibility, even for those with large networks and meaningful engagement. Many users feel pressured to pay for reach that should be organic, reminiscent of Facebook’s shift to a pay-to-play model in the past.

Recently, concerns about broken content distribution, low organic reach, and the erosion of trust and engagement have been raised by Tammy Graham, Head of Business Development & Marketing at Scarab Digital.

What’s Next

A potential wider rollout of this feature is expected in 2025, opening up new opportunities for professional personal branding on LinkedIn.

FAQs

1. How can I access the personal post boost feature on LinkedIn?

This feature is currently being tested with limited U.S. Premium Business subscribers. Keep an eye out for a potential wider rollout in 2025.

2. What types of posts can be boosted using this new feature?

Users will have the option to boost text posts, image posts, articles, videos, and newsletters on LinkedIn.

3. How does this feature differ from LinkedIn’s existing boost options for business pages?

Unlike the existing boost options for business pages, this new feature puts control directly in the hands of individual users, allowing for personal post amplification.

4. Are there any concerns associated with this new feature?

Some users are concerned about the potential limitations on post visibility and the pressure to pay for reach that should be organic.

5. How can this feature benefit professionals on LinkedIn?

This feature encourages professionals to invest in personal branding, leading to increased content activity and engagement on the platform, and creating more opportunities for connecting with engaged audiences.