Spotify has launched a new Links feature in its Megaphone hosting platform for podcasts. This tool lets show creators make shareable and trackable links for any episode or show. The links lead to a landing page where listeners can choose Spotify or other podcast apps, while giving creators data on clicks, plays, and downloads. Shows can see which episodes or promotions attract listeners and compare how well links perform on different platforms like Facebook or Instagram. This update uses technology from Chartable, a company Spotify acquired, as part of its plan to add more marketing features to Megaphone.

Starting July 10th, Instagram is flipping a major switch. Public posts from professional accounts will automatically become searchable on Google and other search engines.

For the first time, your Instagram content can reach people who've never opened the app—they're just Googling questions you happen to answer.

Think about the possibilities for educational carousels explaining industry basics, problem-solving posts, or captions where you break down complex concepts. These could start appearing in search results alongside blog posts and YouTube videos.

The shift is particularly interesting for creators, consultants, and service providers who've been using Instagram to build authority.

Are you ready for this expanded reach, or does your content strategy need some serious reconsideration?

Website Hyperlinks Become Premium-Only

In a significant shift, LinkedIn is removing website hyperlinks from user profiles unless users subscribe to premium services. The feature, previously available through Creator Mode to all users, will now be restricted to:

• Premium Business plan subscribers
• Sales Navigator customers
• Recruiter customers

Enhanced Video Post Embedding Options

LinkedIn has introduced improved embedding capabilities for video posts, designed to help content creators drive more views to their LinkedIn videos. Users can now choose from three embedding options when placing LinkedIn video content on external websites:

• The full post
• A version with less text (requiring users to click "more" to read the complete text)
• Video-only display for a clean, streamlined appearance

"If you want to drive more views on your LinkedIn videos, this is a great way to do it," Potter recommended. However, the feature has limitations: it currently does not support embedding multi-photo posts or reposts that include commentary.

Expanded Post Analytics for All Users

LinkedIn has introduced valuable new analytics capabilities to help users better understand their content performance. All members can now track when posts drive profile views and new followers.

Premium subscribers receive additional insights, including tracking clicks to premium custom buttons like websites or newsletters. Users can access these analytics by clicking "View analytics" on recent posts, where they'll find two new sections: "Profile activity" and "Link engagement."

Potter noted these metrics address a crucial gap in social media analytics. While reach numbers show how many people saw a post, they don't reveal the actual impact or next steps in the customer journey. The new insights allow users to see whether their content successfully drove people to visit their profile, which represents meaningful forward progress in building relationships and potential business opportunities.

Company-Level Revenue Attribution

LinkedIn has launched a Revenue Attribution Report capability for B2B marketers dealing with complex decision-making processes. This feature allows marketers to measure campaign effectiveness at the company level rather than tracking individual touchpoints.

The new attribution system enables marketers to:

• Identify highly engaged companies for retargeting campaigns
• Analyse which industries and company sizes convert most effectively
• Use insights to refine targeting strategies and accelerate sales cycles
• Understand how multiple decision-makers within a company interact with campaigns

This feature addresses a fundamental challenge in B2B marketing: most business decisions involve multiple stakeholders rather than a single decision-maker. When tracking LinkedIn ad campaigns through individual touchpoints, it becomes difficult to understand the complete customer journey. The final decision might come from a CEO, an executive assistant whose opinion is valued, a COO, or any other influential parties within the organisation.

https://creators.spotify.com/resources/news/plays-on-spotify

Netflix is considering adding video podcasts to its platform as they become more popular, according to co-CEO Ted Sarandos. The company is open to collaborations with a wide range of producers and content creators. Netflix already collaborates with third parties on several podcast shows that promote its content. The move could help counter competition from YouTube, which has seen significant growth in podcast viewing time. However, Netflix believes it offers better monetisation opportunities for certain types of creators and storytelling.

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Instagram is trying out another way to help Reels creators maximize their content performance, this time via audience sampling, to get a sense of whether their latest Reel is likely to be a hit or not.

As you can see in this example, Instagram is now rolling out a new “Trial” option within the Reels posting flow, which will enable Reels creators to share their latest uploads with a selection of users who don’t follow them first.

As per IG:

“We often hear creators feel nervous about posting too much to their audience or trying out new content that’s outside of their niche on Instagram, for fear of it not resonating with their followers. Trial reels will be shown to non-followers first. Now, if you want to try out a new genre, storytelling format or topic, you can easily get a gut check on how your content might perform.”

It works like this:

If you select the “Trial” option, your new Reel will be shown to a selection of users who don’t follow your profile.

You’ll be able to find your trial Reels in the drafts section on your profile, but they won’t be displayed on your profile grid or Reels tab in this initial trial period. Also, only you will be able to see that your Reel is a trial, there won’t be a public facing option for anyone else to see this.

Around 24 hours after launching your trial, you’ll be able to view key engagement metrics for your clip, including views, likes, comments and shares, so you can get a sense of how it’s performing. You’ll also be able to see comparative insights against your previous trials.

As IG notes (in the first image), some of your followers may still end up seeing your trial Reel, if somebody else shares it with them, for example (which is probably a larger concern for big-name creators). However, the aim is to have an alternative audience see your trial clips so that you can try out new ideas without feeling confined to your existing audience's expectations.

“If your trial reel is performing well, you can choose to ‘share with everyone’ so your followers can see it and increase its reach, or, when creating the trial reel, you can choose to have Instagram automatically share your trial reel with followers if we determine it’s performing well based on the views it receives within the first 72 hours. You can change this setting at any time.”

That would then see it added to your profile grid and Reels listing as normal.

Or alternatively, if it seems like a flop, you can dump it, and your audience will be none the wiser.

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It could be a good way to get a sense of what will and won’t work on Reels, without the risk of turning off your established audience. It might also be a means to get more reach to different groups, aside from your main community.

Though the comparative data versus your previous trials could be critical, because as Instagram notes, the engagement data on trial Reels will be different to your regular clips, as they’re not being shown to your main audience, as such, you may need to run a couple of trials before you understand what “good” performance is in this respect.

But it’s another experimental option, which could have a range of benefits for Reels creators.

Though it’s not available to everyone just yet.

Instagram says that trial Reels are being rolled out to selected creators starting this week, and they’ll be globally available “in the coming weeks.” So you may not have the option as yet, but it is coming, and it could be worth testing out to see what results you get, and whether that’s of value in your assessments.

The classic Anchor Spotify Smart Phone Podcasting experience is all being cancelled 

If you've been using your smartphone for podcasting, or if you're considering starting a podcast with your phone, keep reading!

Just a couple of weeks ago, Spotify revealed a new integration between Spotify for Podcasters and https://riverside.fm/ .

Additionally, Spotify announced that it will phase out the web and app recording and editing features from Spotify for Podcasters, along with the Music + Talk feature, starting June 2024. 

Podcasting peeps who have been using these features for years are confused about what will happen to their shows and their ability to keep making their podcasts. 

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