LinkedIn bets big on news with ‘News Banner’ test in India

LinkedIn is doubling down on its ambitions as a news destination. The professional networking giant has announced the testing of a ‘news banner’ in India, aimed at keeping professionals up to speed with timely, relevant stories.

Positioned at the top of the feed, the banner will highlight developing news and insights from top publishers and journalists, curated by LinkedIn’s editorial team. Clicking on it will direct users to a deeper dive into the topic, featuring expert takes and industry-specific discussions.

The test is part of LinkedIn’s broader push into the news space, a strategic move that coincides with a growing industry shift. As platforms like X (formerly Twitter) and Facebook scale back their commitments to news distribution, LinkedIn is looking to fill the gap by positioning itself as a neutral, non-toxic environment where high-quality journalism can thrive.

A strategic shift towards news

For a platform historically associated with professional networking and recruitment, LinkedIn’s increasing focus on news may seem like a pivot. But it’s a natural evolution, considering its audience demographics and engagement patterns.

“Work is changing fast, and staying informed with timely professional developments has never been more important,” said Nirajita Banerjee, senior managing editor at LinkedIn News India.

Banerjee highlighted LinkedIn’s growing role as an information hub, explaining that the editorial team works with over 500 publishers globally. “Professionals turn to LinkedIn for trusted, high-quality insights that help them stay ahead in their careers,” she told Campaign. “The LinkedIn News banner is our latest effort to surface timely, credible stories from leading publications, ensuring members get relevant news that directly impacts their professional lives.”

As the media landscape undergoes rapid transformation, brands and publishers are increasingly looking for alternative platforms to distribute their content. “Meta’s discontinuation of the Facebook News tab in several markets, especially in Europe, and X’s erratic approach to journalism—marked by Elon Musk’s public spats with media houses—have left a vacuum in the space. LinkedIn’s move appears to be a calculated effort to capitalise on this shift,” Pradeep Shankar, a media strategist, reflected.

Professional news in a trusted environment

Demographically, LinkedIn’s audience skews towards professionals aged 25 to 50, a segment with a strong interest in industry-specific news and thought leadership. Unlike general social media platforms, where news consumption is often driven by virality, it offers a more focused, professional orientation.

This positions the platform as an attractive destination for brands and executives looking to share thought leadership content. Shankar pointed out how many companies are now leaning on founder-led marketing strategies, giving the examples of The Bombay Shaving Company’s Shantanu Deshpande and Zerodha’s Nikhil Kamath, who run their own podcasts.

“Consider Deepinder Goyal of Zomato or Aman Gupta of boAt—both are deeply involved in their brands' marketing efforts. They leverage social media, interviews, blog posts, and public speaking to articulate their vision and industry perspectives,” Shankar added. “By sharing personal stories, challenges, and the inspiration behind their ventures, they foster a stronger emotional connection with their audience. Moreover, they actively engage with users on platforms like LinkedIn, responding to comments, addressing queries, and participating in discussions to strengthen brand trust and loyalty.”

Instead of just promoting products, businesses have realised that they can use LinkedIn to build credibility, showcase expertise, and foster engagement around industry trends. This means also carrying the latest news, which brands and publishers can share with the platform.

However, Banerjee underscored the importance of approaching LinkedIn like a newsroom. It encourages brands and executives to pitch their story ideas to LinkedIn editors but with a twist. They can share them directly from their executives’ LinkedIn profiles for a more personal, leadership-driven perspective.

“Beyond traditional publishers, we’ve seen a shift in how brands and industry leaders are increasingly using LinkedIn to break and contextualize news. Whether it’s a corporate milestone, market insight, or regulatory update, leaders who bring their unique perspectives and actionable insights resonate more deeply and authentically with professionals,” Banerjee explained.

This approach is already paying off. Many organisations are leveraging LinkedIn for real-time discussions, with media outlets, journalists, and brands hosting live audio and video events tailored for specific professional audiences.

LinkedIn’s expanding media play

LinkedIn’s push into news isn’t limited to text-based updates. Over the past year, it has aggressively expanded its content ecosystem to include newsletters, podcasts, and video opportunities—each designed to enhance engagement and discovery.

In a blog post, Lakshman Somasundaram, director of product at LinkedIn: Video, Games, and Moonshots, noted that “video on LinkedIn is being watched 36% more year over year, with video creation growing at 2x the rate of other original post formats.”

Somasundaram highlighted how professionals are using video for everything from thought leadership to corporate updates. “Even CEOs are taking full advantage of video on LinkedIn, using it to announce earnings and key company reports,” he said.

Banerjee echoed these sentiments, stating, “Formats matter. Video, in particular, has emerged as a game-changer in how professionals engage with news and insights, with watch time up 36% year-over-year. Recognising this, we’re introducing new video features that make it even easier for professionals, brands, and publishers to build engaged communities around their content.”

These enhancements include the ability to preview profiles within the full-screen video player, discover more creator videos without leaving the player, and follow content creators with a more prominent follow button. Additionally, LinkedIn has rolled out a new ‘video average watch time’ metric, allowing brands and publishers to refine their content strategy based on engagement data.

The platform is also investing in LinkedIn Learning courses to help creators develop compelling video content. “We’ve launched a series of free LinkedIn Learning courses, covering everything from crafting compelling video hooks to editing and repurposing content efficiently,” Banerjee added.

As LinkedIn continues to integrate journalistic content into its ecosystem, it stands to benefit on multiple fronts. For the platform, it boosts user engagement and keeps professionals coming back for relevant, high-quality content. For brands and publishers, LinkedIn offers a credible, non-toxic space to distribute content and build communities around it, for now.

The evolving role of LinkedIn as a news distributor also signals a broader shift in the media industry. With traditional news distribution on social platforms declining, professionals are seeking out more trusted, industry-specific sources of information. LinkedIn’s bet on news—whether through the News Banner, newsletters, or video content—seems well-positioned to meet that demand.

As professionals increasingly turn to LinkedIn not just for networking, but for real-time insights and industry intelligence, the platform’s role as a serious media player is only set to grow.