Keren Baruch (PM Director, LinkedIn): How Creators Can Thrive on LinkedIn
Keren Baruch (PM Director, LinkedIn): How Creators Can Thrive on LinkedInAdvice from LinkedIn's creator product lead on how to unlock economic opportunityDear subscribers, What better way to learn how to grow on LinkedIn than from the platform’s creator product lead? Keren Baruch is Director of Product for LinkedIn’s creator efforts. Since 2021, Keren’s team has launched countless tools to help creators reach LinkedIn’s 900M+ members. I spoke to Keren about:
This post is sponsored by Taplio, the leading AI powered publishing tool for LinkedIn. Create better content faster by trying Taplio for free. How LinkedIn’s creator efforts got startedWelcome Keren! Let’s go back to when you launched LinkedIn’s “Creator Mode” in 2021. Is that when LinkedIn started focusing on creators? I have fond memories from launching Creator Mode but our strategy to amplify voices started over a decade ago in 2012. That’s when we unveiled LinkedIn’s Influencer Program to help business leaders and creators share insights with our members. Since then, we’ve introduced many creator tools such as LinkedIn Live and LinkedIn Newsletters. We also built a Community Management team to help our creators feel supported and informed. LinkedIn’s vision is to create economic opportunity for every member of the global workforce. How does the creator team ladder up to this vision? Our team mission is to help voices be successful and to unlock opportunities for them. We’re building LinkedIn to be the best platform for creators to:
We believe that helping creators share insights also helps to unlock economic opportunity for our 900M+ members. How do you decide what to build next for creators? Our roadmap is informed by many factors, including:
What’s the hardest part about building for creators at LinkedIn? The hardest part is working on features that creators want right now but take time to get right. For example, in every call that we had, creators expressed a need for more analytics. But there are alot of factors involved in shipping an effective data product. So we had to keep creators waiting while we iterated on our analytics suite. How creators can succeed on LinkedInMany top creators have told me that they regret not getting started on LinkedIn sooner. What’s your advice for creators who want to grow on the platform? So glad that you are hearing that from creators - it makes me and my team happy! Here’s what I recommend:
Those are great tips. Can you share some examples of creators who have succceeded on LinkedIn? I would especially love to learn about creators outside of tech. Sure! Here are a few creators who have found success on LinkedIn:
That’s incredible! What types of content perform well on LinkedIn? I notice that the shelf life of a LinkedIn post is much longer than on a platform like Twitter. Successful content on LinkedIn usually comes from professionals who reach the audience they care about and generate high quality conversations. While members can get broad reach on LinkedIn, the real power is in the comments, feedback and engagement they receive from their professional community. We also always encourage voices to experiment with different content formats in knowledge sharing to find what resonates best with their audience, whether it’s video, text, or newsletters. Check out our content best practices to learn more. How creators can get ready for the AI revolutionLet’s close with AI. You write a personal newsletter called The Bolt and I loved reading your recent posts about large language models. How do you think AI will transform a creator’s workflow? Our CPO Tomer Cohen said it well in a recent post: “One of the most powerful ways to think of AI is as your co-pilot, your incredibly capable assistant, constantly at your side to help you excel at your task at hand and in your career.” I’m really excited about what generative AI can do to both amplify existing creators and help more people become creators. AI can help you create better content faster, but remember that sharing your own unique voice and perspective still matters. It’s scary to think that content written by humans might become the exception instead of the norm. What’s your advice for creators who are worried about this new reality? How can folks avoid getting left behind? Talking to creators, I know how time-consuming it can be to create quality content. I’m excited about AI helping more people share their knowledge with their community regardless of their writing talent or language of origin. As PMs, it's important that we build AI tools in a responsible way. I’m proud of LinkedIn’s Responsible AI Principles to help us make progress towards our vision to create economy opportunity for every member. Thanks so much Keren! If you enjoyed this chat, please follow Keren on LinkedIn and check out her newsletter. Creator Economy by Peter Yang is free today. But if you enjoyed this post, you can tell Creator Economy by Peter Yang that their writing is valuable by pledging a future subscription. You won't be charged unless they enable payments. |
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