Growing follows for LinkedIn Pages

DESIGN STRATEGY AND EXECUTION - 2022

Pages is a product that helps companies establish a social presence on LinkedIn. This project's goal was to help companies organically increase followers and engagement.

This involved enhancing follow recommendations, increasing visibility on important pages, and improving the overall follow ecosystem.

I facilitated workshops to establish the product's vision, roadmap, and milestones, led the design and iteration of pages initiatives, fostered collaboration between three teams (growth, content experience, and feed) to drive the adoption

Approach

I helped the team address two main problems: Members struggling to find interesting companies to follow and page administrators struggling to build an audience on LinkedIn.

Creating follow moments and recommendations tied to relevant topics.
Recommending smaller pages through email and notifications.
Introducing subscriptions to Page posts to enhance engagement and audience building.

Follow Loops

Hypothesis: Member actions on company content indicate strong interest. By prompting members to follow a Page after engaging with its content, we expect to increase follow rates.

Action: Show industry-relevant posts and content that aligns with member interests. Use explicit follow actions to suggest additional Pages to follow.

Impact: 6% increase in Page follows through the main feed.

follow nudge triggered by a reaction to a post

discovery carousel triggered by a follow

follow nudge triggered by a reaction to a page comment

Subscription to notifications

Problem: Members want to receive content from Pages they follow, but rely solely on browsing their feed.

Action: Enabled subscription to top posts, delivering notifications and email digests to subscribed members.

Impact: Average of 12,000 monthly subscriptions and increased content engagement.

A LINKEDIN USER FOLLOWS A PAGE, AUTO-SUBSCRIBES TO NOTIFICATION AND DISCOVERS MORE PAGES TO FOLLOW

Social Proof

Hypothesis: People feel compelled to follow companies that are connected with the people they know.

Action: Added social proof to all page types in the LinkedIn ecosystem, tailored to specific audiences, to enhance value and foster relationships.

Impact: Increased page follows and facilitated member connections with companies, enabling interactions, seeking expertise, and following leaders.

APPLYING SOCIAL PROOF TO TOP CARD AND RECOMMENDATIONS

APPLYING SOCIAL PROOF TO NETWORK RECOMMENDATIONS

Final thoughts

I focused on driving growth for Pages by transitioning from outputs (features) to outcomes (growth and key performance indicators), which is a hard transition to make as a designer.
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Instead of working on single, big wins, I focused on achieving multiple small wins through a series of experiments and experience improvements. By focusing on growing new followers, I was able to drive growth and improve KPIs for the Pages product.