In order to attract more artists to the platform, the business said today that it would create a new $25 million creator fund, which will first be focused on a new Creator Accelerator Program. LinkedIn is also working on another of its new content initiatives, a Clubhouse-style live chat platform.
- LinkedInbeganworkingonthisinMarchofthisyear,aswepreviouslyreported.
- LinkedInhas774millionusers,butthetypeofcontentthatlivesonthereissodifferent,andperhapsdrier—it'sfocusedonprofessionaldevelopment,work,and"serious"topics—thatitmayrequirethemostfinancialincentiveofalltogetcreatorstobite.
- Now,we'rehearingthatthefeaturewilldebutaspartofthecompany'swidereventsplanveryshortly.
- "We'llstarttestingaudiowithasmallpilotgroupinthecomingweeks,"saysChrisSzeto,LinkedIn'sseniordirectorofproduct,whooverseesthecompany'saudioinitiatives.
- Itwillalsoprovidethemwithopportunitiestonetworkwithlike-mindedindividuals(naturally...itisLinkedIn),aswellasa$15,000granttohelpthemwiththeirwork.
- Theapplicationdeadline(whichyoucandohere)isOctober12.
- Theconceptofcreatingafundtoincentivizecreatorstocreate a videoforaspecificplatformisnotnew—whichiswhyLinkedInwasoverduetoconsideritsownapproach.
- TikTok,Snapchat,Instagram,andFacebook,aswellasYouTube,haveallannouncedhundredsofmillionsofdollarsinpayoutsintheformofcreatorfundsinordertobringmoreoriginalcontenttotheirplatforms.
- Youcouldarguethatpayingcreatorsisimportantformass-marketsocialmediasitesbecausecompetitionforconsumerattentionisfierceamongthem.
- However,becauseofthepotentialaudiencesize,thoseplatformshave an appealforcreators.