LinkedIn is experimenting with a new feature that allows individual users to pay for increased post visibility, expanding beyond existing business page boost options.
Key details. The feature is testing with limited U.S. Premium Business subscribers. Boost options will be available for:
Text posts
Image posts
Articles
Videos
Newsletters
Why we care. LinkedIn’s personal post boost feature encourages professionals to invest in personal branding, increasing overall content activity and engagement on the platform. This creates more opportunities for you to connect with highly engaged audiences and positions LinkedIn as a key space for both organic and paid professional outreach
What’s different. Unlike LinkedIn’s Thought Leader Ads, which are geared toward business-backed campaigns, this tool puts control directly in the hands of individual users, democratizing access to content amplification.
Key concerns: As much as this feature may seem like a move in the right direction, it’s frustrating to see LinkedIn limit post visibility regularly, even for those with large networks and meaningful engagement. Many of us feel forced to pay for reach that should be organic, similar to Facebook’s shift to a pay-to-play model years ago.
Recently key issues like broken content distribution, low organic reach, erosion of trust and engagement not equals to visibility was raised by Tammy Graham (Head of Business Development & Marketing at Scarab Digital).
What’s next. Potential wider rollout expected in 2025, creating new opportunities for professional personal branding.