• by Colin Kirkland , April 17, 2024

LinkedIn is continuing to expand its revenue-boosting methods while also diversifying its business model.

Weeks after testing a new vertical TikTok-like feed, the business-to-business social platform has begun testing Premium Company Pages, which offer small and medium-sized businesses access to various features such as AI-powered content creation and more for a monthly fee.

The company's Senior Director of Communication Suzie Owens told TechCrunchthat Premium Company Pages are designed to help businesses “attract customers, build credibility, and stand out to their audience.”

With a Premium Company Page, businesses can make use of a custom CTA button, which appears at the top of the page and directs visitors to a website. They can also see eligible members who visited their Page each week and showcase client testimonials at the top of their Page.

Of greater significance to businesses are the automatic, AI-driven features, including a writing assistant that helps compose first drafts of posts, and an invite-to-follow option that lets businesses automatically invite people who have engaged with their content to follow their Page.

A special golden premium LinkedIn logo will appear at the top of each Premium Company Page to help it stand out from other Pages on the platform.

While LinkedIn has not disclosed specific pricing, TechCrunch notes that the fees appear to start at $99.99 per month per Company Page, or $839.88 for a yearly subscription -- adding to an ongoing list of LinkedIn’s premium services offered for a variety of reasons like job hunting, business intelligence, sales navigation, recruiting and professional development.

These services have greatly helped the company grow its revenue. In 2023, LinkedIn brought in about $15 billion from premium services, with its recruiting business making up almost half the profits.

In addition to more premium offerings, LinkedIn is also attempting to attract a wider range of users. Stating that video is becoming a primary content format for users looking to learn more about their industry, the Microsoft-owned company is looking to launch a swipeable video feed and likely attract a larger influencer community.

LinkedIn is providing more opportunities for content creation on the app, with the goals to attract younger viewers as well as further boost its revenue.