Businesses and brands operate on LinkedIn in diverse and complex ways. A single company may manage multiple brands and pages with completely different audiences, and a single product may have multiple sellers marketing it differently. The ultimate goal—reaching as many people on LinkedIn as possible and presenting your content in the best possible way—led LinkedIn to create a dedicated page for businesses, brands, and products called LinkedIn Showcase pages. With a LinkedIn Showcase page, you can reach a more targeted audience, deliver purpose-driven content, and build authentic engagement with your potential audience. In this article, we’ll cover everything relevant to LinkedIn Showcase pages.
What is LinkedIn Showcase?
LinkedIn Showcase pages are a specific type of page that can be created on LinkedIn to showcase brands, audiences, campaigns, or business units. Showcase pages integrate into LinkedIn alongside company pages, and their primary purpose is to segment the audiences or goals of specific companies into different audience segments. If, for example, a company uses a LinkedIn company page to present the company to the world and tell its story, Showcase pages will focus on more niche content—whether geographically niche content (companies creating Showcase pages for specific countries) or niche content regarding the subject matter itself (companies creating Showcase pages for LinkedIn advertising of different divisions or major company products).
What is the difference between a Showcase page and a Company page?
A LinkedIn Showcase page gives you the opportunity to present more targeted content to more specific audiences. If you own a business that includes multiple brands or, alternatively, multiple products, Showcase pages help you convey information about these brands only to the precise audience for whom this specific topic is relevant. Not every company will need a LinkedIn Showcase page, because if your audience is more cohesive and you don’t have enough depth or variation in products and services to create different audience segments, you won’t need LinkedIn Showcase pages. However, for those who do need to delve deeper into specific content, these pages can be very helpful. Take Meta, for example. When company representatives post content on the company page (Company Page), it can be about any topic related to the company, from news and updates to ads for new products they have created. Within Meta’s follower segmentation, there are likely people interested in the company’s gaming division, and others following updates on Facebook Messenger. By creating two Showcase pages for these topics, Meta can publish targeted content tailored to a specific product and ensure that followers receive only relevant content.
Showcase pages include the same publishing options as a standard LinkedIn company page, and they also feature the same analytics tools you can use to analyze view and engagement metrics and draw conclusions. However, it’s important to know that on Showcase pages, you cannot associate employees with the page, so standard LinkedIn employee engagement features will not be available here.
How to set up a Showcase page on LinkedIn?
If a LinkedIn Showcase page fits your social media advertising strategy and you have multiple topics you want to focus on across different pages, create a Showcase page using the following steps:
- In your company page admin panel at the top right, locate the Admin Tools option and click Create a Showcase page.
2. Fill in the form details – You will need to enter your LinkedIn company page, a name for the Showcase page you want to create, a Showcase page URL, industry, and a few other optional fields. After entering all relevant content, click Create Page.
3. Afterwards, you will be redirected to the admin view of the Showcase page you created, where you can edit the page just like you edit a regular LinkedIn account. To access your Showcase page in the future, click your profile picture in the top bar and look for the page you created under “Showcase“, and to deactivate the page you created, go to the Showcase page, click Admin Tools in the menu, and then select Deactivate.
Examples of Showcase Pages from Leading Brands and Companies
1. Microsoft
It makes complete sense that a company like Microsoft would decide to create several Showcase pages, as it is a company with numerous services, products, and diverse users under its umbrella, making it almost impossible to address everyone with the same message on the company page. A good example is the Showcase pages the company created specifically for certain customer segments—such as a page for developers and a page for veterans. These audience groups are likely interested in completely different content, and now they can follow the specific topics that interest them within Microsoft.
2. Adobe
Adobe is a large technology company that encompasses many diverse user groups, making LinkedIn Showcase pages highly relevant for it. Adobe has illustrators, marketers, developers, tech subsidiaries, and the list goes on. Divisions at Adobe present highly targeted Showcase pages according to specific departments and products within the company. Adobe’s Creative Cloud Showcase page focuses on news regarding the company’s graphic design tool suite. However, at Adobe, all niche Showcase pages support the main company page and also share core company content relevant to all users, regardless of which product they use—such as an annual conference organized by Adobe, which would be relevant to post across all Showcase pages.
3. Google
Another technology company that uses LinkedIn Showcase pages is Google. As you already know, Google has dozens of products across diverse fields and billions of users worldwide using its products. On Google’s Showcase pages, you can see that the company presents its showcase pages clearly and makes them easy to search for by including the company name in each product. With this tactic used by Google, it essentially helps its users quickly find and follow the Showcase pages, even if they don’t follow the main company page.
In Summary
A LinkedIn Showcase page is designed for large companies and brands (usually) that have more than one product or service in their lineup and therefore need to create tailored showcase pages for customers. When creating Showcase pages on LinkedIn, you link the page to the main company page and set the Showcase page name to the product or service so that an audience interested in or having purchased the product can stay updated specifically on it. Setting up Showcase pages is not a trivial task, as seen in this guide, but many businesses will not need it since most businesses do not need to segment their company page audience.
About the Author
Dvir Naaman, 27, graduate of the Digital Marketing course at HackerU College. Experienced in building WordPress websites, paid advertising across Google, Facebook, YouTube, and TikTok platforms. Specializes at Fialkov Digital in Search Engine Optimization (SEO). Has extensive experience in e-commerce and dropshipping, and is the owner of Merchant Center – a website consolidating information on e-commerce platforms and advanced marketing systems to increase business conversions, with an emphasis on e-commerce store sales.
