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Product Management Growth Question: Increasing user engagement for LinkedIn content creators and influencers
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Vinay

Updated Dec 4, 2024

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Asked at Ola

12 mins

How can we increase user engagement for content creators/influencers on LinkedIn?

Product Growth Medium Member-only
Growth Strategy User Segmentation Feature Prioritization Social Media Professional Networking Content Creation
Social Media User Engagement Content Strategy Influencer Marketing LinkedIn

Certainly, I'll address the question about increasing user engagement for content creators/influencers on LinkedIn using the structure and guidelines you've provided. I'll present this as if I'm directly speaking to the interviewer in a product leadership interview.

Introduction

To increase user engagement for content creators and influencers on LinkedIn, we need to develop a comprehensive strategy that enhances the platform's value proposition for these key users while also improving the experience for their audience. I'll outline a structured approach to tackle this challenge, focusing on understanding our current position, identifying growth opportunities, and implementing targeted solutions.

Step 1

Clarifying Questions

  • Based on the growth challenge described, I'm assuming we're focusing specifically on LinkedIn's platform. Is that correct, or are we considering a broader professional networking ecosystem?

Why it matters: This helps us understand the scope of our solution and available resources. Expected answer: Yes, we're focusing on LinkedIn's platform. Impact on approach: We'll leverage LinkedIn's existing features and user base in our strategy.

  • Are we targeting a specific type of content creator or influencer, such as thought leaders in particular industries, or is this a broad initiative across all professional fields?

Why it matters: This affects our segmentation and personalization strategies. Expected answer: We're looking at a broad initiative across all professional fields. Impact on approach: We'll need to develop flexible solutions that can cater to various content types and industries.

  • Do we have any specific growth metrics or timelines in mind? For example, are we aiming to increase engagement rates by a certain percentage within the next quarter?

Why it matters: This helps us set concrete goals and measure the success of our initiatives. Expected answer: We're aiming for a 20% increase in engagement rates over the next six months. Impact on approach: We'll prioritize quick-win strategies alongside longer-term initiatives to meet this goal.

  • Are there any current data insights on user behavior patterns or engagement trends that we should be aware of?

Why it matters: This information will guide our hypothesis formation and strategy development. Expected answer: Yes, we have data showing that video content is gaining traction, but long-form articles are seeing declining engagement. Impact on approach: We'll focus on promoting and optimizing video content creation tools while reimagining the long-form content experience.

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