When first introduced to the platform, LinkedIn Groups were a thriving place to network, meet industry experts and exchange ideas. However, in an early 2017 redesign of the platform, LinkedIn turned its focus away from Groups and moved them to a less-visible section of the app and website. Users weren’t easily able to locate Groups and soon lost interest or took their groups to other platforms, such as Facebook.
In the middle of 2018, LinkedIn announced a renewed focus on Groups. Here are a few of the updates:
- Groups will be accessible from the homepage on both desktop and mobile.
- Content shared in Groups will begin appearing in the main news feed.
- The new Groups will feature improved communication tools, including the ability to @mention other members in conversations.
- Expanded content options in Groups will also become available, including video.
This extra effort to bring Groups back to the forefront of LinkedIn means that the company sees value in them and their networking power. For marketers, this means another opportunity to find an engaged and active audience, if LinkedIn users embrace the updated experience.