LinkedIn is finally giving users the things they’ve been wanting. The professional connection platform recently announced it would be rolling out two huge updates to the channel—LinkedIn Live and Interest Targeting.

Paid Social: Boosted Post or Facebook Ad?

While its competitors have had some form of each for quite some time, marketers everywhere are rejoicing about the new features they’ll soon be able to access.

LinkedIn Live

Live video has quickly become the darling of social platform functionalities, as Facebook, Instagram, and Twitter all boast some sort of live functionality. While news makes up the most-watched live content—inclusive mostly of concerts, conferences, and speaking presentations—80% of brand audience members said they would rather watch a live video than read a blog, and 82% prefer live video from a brand to its regular social posts.

LinkedIn is finally offering B2B marketers the opportunity to step into uncharted territory on the channel and explore new ways to reach their audiences. With 600 million users globally, LinkedIn says video (also something relatively new to the platform) is the fastest-growing format on its platform.

While the functionality is launching in beta first in the U.S., LinkedIn Live will be invite only. LinkedIn announced it will post a contact form for other users who want to obtain access to the new live feature, though the platform has not mentioned when it will be possible for everyone to create LinkedIn Live videos.

As marketers begin or continue planning for 2019, this is definitely something they should keep an eye on. Some opportunities for utilizing LinkedIn Live:

  • Tradeshows and conferences
    • See how Heritage Parts, a commercial and institutional kitchen genuine OEM parts distributor, has been utilizing Facebook Live at conferences for more than a year with great success
  • Product announcements
  • Q&A panels
  • Graduation and awards ceremonies
  • New product demonstrations

Users on the platform would essentially also have the opportunity to put paid dollars behind LinkedIn Live events, utilizing the new Interest Targeting feature to home in on more qualified target audiences.

LinkedIn Interest Targeting

Again, while platforms like Facebook have offered interest targeting for a while, LinkedIn is just now dipping its toes in the water.

Interest targeting in Campaign Manager on LinkedIn lets marketers reach members with relevant ads that match their professional interests—based on the content they share and engage with on the platform.

You’ll now be able to:

  • Serve ads that match a user’s professional interest
  • Kick it up a notch by using account targeting along with interest targeting, to reach an audience who has already expressed purchasing interest
  • Use it to target audiences who might be looking for higher-education options or certifications

The Personalization and Trust Conundrum

For more information on Interest Targeting on LinkedIn, check out this article from LinkedIn’s blog. And reach out to our team to discuss how having a strategy for your LinkedIn and other social channels can help you reach your marketing goals this year.

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