LinkedIn is testing a new feature: Boost for personal publications. Discover how this option could revolutionize your personal branding strategy in 2025 with Linkedin
In a world where online visibility has become crucial to building a career or influence, LinkedIn is innovating with a feature that could well redefine the rules of the game. Since December 2024, the professional network has been testing an option in the United States to boost personal posts Premium users. But what does this new option really mean, and more importantly, what can it change for your online strategy?
The role of boosting for personal publications
Until now, LinkedIn reserved the “Boost” feature for company pages. Now, the platform is offering to extend this tool to individual accounts, allowing professionals to promote their own content. This development is part of a growing trend: personal branding, or the art of building a strong and recognizable professional image.
LinkedIn explains:
“Our members want effective ways to gain visibility and build their brand. We are testing this option with a select group of Premium users in the United States.”
This feature targets multiple post formats, such as:
- Simple texts,
- The articles,
- The videos,
- Newsletters,
- Posts with images.
Publications such as surveys, events or job offers are not yet eligible for the Boost.
How does this option work?
Boost works like a simplified version of LinkedIn ads. Once activated, your post becomes a sponsored advertising with limited customization options. Here are the key steps:
- Select an eligible post.
- Set a budget and duration for your campaign.
- LinkedIn uses content to target relevant audiences.
You will be able to monitor performance using a dedicated statistical dashboard, a first for personal publications.
Benefits and Challenges of Personal Boost
The advantages:
- Increased visibility: Reach an audience beyond your direct network.
- Precise targeting: adjust your audience depending on location, position or hierarchical level.
- Personal Brand Development: strengthen your position as an expert in your field.
The challenges:
- Cost : This feature is paid, which might discourage casual users.
- Organic reach: Some experts fear a decline in free reach in favor of sponsored content.
- Content limitation: Boost is currently limited to certain formats, which limits the possibilities for users.
A revolution to watch in 2025
With an expansion planned for 2025, Boost could become a must-have tool for professionals looking to maximize their online presence. This evolution is reminiscent of the transformations that Facebook has undergone, moving from an organic model to a “pay-to-play” strategy. However, LinkedIn is betting on a different approach by giving individuals direct control over their visibility.
An opportunity for businesses?
Besides individuals, companies could leverage this feature to promote their internal experts, thereby strengthening their credibility and online presence. A win-win strategy for both brands and employees.
What this means for you
For professionals, this feature represents a unique opportunity to amplify their impact on LinkedIn. Whether you are a freelance, A leader or a job seeker, the Boost could become a strategic lever to achieve your objectives.
Stay tuned for more regions to see how it rolls out, as this could transform the way you share and interact on LinkedIn.