What is LinkedIn Trending Storylines?


LinkedIn has commenced global rollout of its new trending news feature, Trending Storylines. Following in the footsteps of Facebook and Twitter, LinkedIn finally premiered its Trending Storylines feature in March. The move builds on recent updates to the LinkedIn platform, including the acquisition of Pulse and rollout of content search functionality.

What is Trending Storylines?

LinkedIn Trending Storylines is a cross-platform feature that serves the user with curated clusters of content on prominent news stories, sourced from news producers, leading influencers and normal people from the user’s network. Trending Storylines launched last month in the US only; LinkedIn say they’ll roll the feature out to other regions and in other languages soon. As with just about everything else on the LinkedIn, the topics used are business-related.


How are Trending Storylines topics generated?

Like Facebook Trending, LinkedIn Trending Storylines creates its stories using a combination of automated data trawling and editing by humans. LinkedIn say humans are to play a more active role in Trending Storylines than they did in Facebook’s problematic equivalent.

What does Trending Storylines mean for LinkedIn content producers?

Trending Storylines has the potential to radically change the optimum profile for LinkedIn content. At present, user-generated LinkedIn Pulse content skews heavily towards expert guidance and opinion – top tips, industry-specific think-pieces and so on. Through curating and packaging content on the biggest business stories, Trending Storylines could push the balance back towards news reporting.

There’s an easily actionable response to this change for LinkedIn content producers: start writing about what’s in the news. Each trending storyline will have its own dedicated hashtag, the use of which will effectively guarantee your content’s inclusion in your network’s Trending Storylines.
This doesn’t mean to say content producers will need to move towards a news-reporting style; instead, use news stories as a starting point for your content, for example:

  • What [news story] means for digital marketers]
  • The [news story effect]: How X achieved Y
  • Here’s why [news story] was an inspired move

This should be treated as a parallel and over-lapping opportunity for LinkedIn content producers; it’ll take some attention away from other types of content, but that doesn’t mean you should stop doing everything you’re doing currently.

Will users be able to personalise their Trending Storylines feed?

LinkedIn say users will be able to shape the content of their feeds by following the content producers that interest them – much as Facebook and Twitter users have been doing for years. You’ll also be able to follow topics.


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