LinkedIn doubles down on news as social rivals retreat

LinkedIn’s expanding investment in journalism and news comes as a notable departure from the broader trend of tech companies reducing their involvement in the news industry. Dan Roth, LinkedIn’s editor-in-chief and vice president, underscores the platform’s commitment to providing news publishers and journalists with a platform for meaningful audience growth.

Over the past three years, LinkedIn has seen a slight increase in traffic referrals to news publishers, distinguishing itself from platforms like Facebook and X. The company collaborates with over 400 news publishers globally, fostering partnerships through in-house development and editorial teams. LinkedIn actively engages with publishing partners, offering optimization support for various content formats, including text posts, newsletters, podcasts, and increasingly, video. Amid a tech crackdown on news content, LinkedIn stands out as a platform actively supporting diverse news sources and the professional community.

It’s commited to maintaining a professional focus on its platform ensures that political and polarizing content is not intentionally elevated, aligning with its goal of providing valuable insights for professionals. The platform actively courts various news sites, particularly those covering business and professional topics. In addition to driving engagement, LinkedIn is focused on helping publishers monetize their content.

This includes initiatives like a podcast network, where it sells ads for some podcasts on behalf of creators or publishers, and exploring video sponsorship pilots. These efforts aim to support newsrooms and journalists while offering opportunities for monetization in the evolving landscape of digital media.

LinkedIn, under the leadership of its editor-in-chief and vice president, Dan Roth, is making significant investments in journalism and news, differentiating itself from other tech companies that are pulling back from the industry. The platform collaborates with over 400 news publishers globally, expanding into 12 new markets in the last six months. LinkedIn’s strategy involves working closely with approved publishers to optimize content through text posts, newsletters, podcasts, and video.

LinkedIn prioritizes professional-grade content, deliberately avoiding the elevation of political and polarizing material. This approach aligns with the platform’s core philosophy, emphasizing the delivery of insights that assist professionals in their respective fields. By maintaining a focus on content that contributes to the professional development and interests of its members, LinkedIn distinguishes itself in the digital landscape where concerns over the impact of political and divisive content have been prevalent.

This strategic choice underlines LinkedIn’s commitment to providing a platform that fosters a community centered around meaningful and professionally relevant discussions.This approach aims to provide valuable insights to professionals, fostering engagement and growing audiences. Furthermore, LinkedIn actively supports news monetization efforts through advertising partnerships, podcast ad sales, and video sponsorship pilots.

LinkedIn’s commitment to journalism and its unique positioning in the digital media landscape contribute to its goal of supporting diverse news sources and fostering a community of professionals. By actively collaborating with over 400 news publishers globally, expanding into new markets, and optimizing content through various formats like text posts, newsletters, podcasts, and video, LinkedIn provides newsrooms with a platform to grow their audiences.

The platform’s focus on helping publishers monetize their content further solidifies its role in supporting journalism amid a broader trend of tech companies reducing their involvement in news. This commitment aligns with LinkedIn’s professional ethos, ensuring that content aims to deliver insights relevant to the careers and interests of its users.