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LinkedIn ‘Instant Articles’: Good News or Time for Platform Panic?
By: Contently
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This past week brought a piece of news that felt totally inevitable. No, I’m not talking about Donald Trump being crowned the presumptive Republican nominee. I’m talking about LinkedIn launching its own version of Instant Articles.

According to BuzzFeed News, LinkedIn is exploring its own version of Instant Articles that will allow publishers and brands to post content directly on the social network. Trendy! If 2014 was about CrossFit and 2015 was about wearables, 2016 is all about platform consolidation and dominance.

LinkedIn was early to this game in 2012, when it started letting influencers like Richard Branson, Bill Gates, and Contently’s very own Shane Snow publish directly to its platform. These influencers used the exposure to build followings of hundreds of thousands or millions of followers, leaving many publishers wishing that LinkedIn would help them do the same. In that vein, the move would be a win-win. Publishers—desperate to expand their reach—will get another venue to serve up content. LinkedIn, meanwhile, will get free content to keep people on its site and—soon enough—tons of ad revenue from publishers looking to promote their posts.

It’s a no-brainer for LinkedIn, just as autoplay videos and Instant Articles were for Facebook, Discover was for Snapchat, and Google AMP and the recently launched Google Posts were for Google. As much as some publishers want to deny it, people don’t care where they get their content. They just want to get it fast and without the bother of crappy ads.

So hoorah, a new way to get content out there and reach people. Is it time to celebrate? Maybe not.

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About the Author
This article was first published by Contently.com. A link to the original can be found at the bottom of the post. www.contently.com
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