LinkedIn Bolsters Platform: What Should You Know?

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LinkedIn is now one of the most effective platforms for marketers, with more than 92 percent of B2B currently prioritizing it over other social platforms. During a recent LinkedIn Advertising Masterclass Series in Cambridge, experts from LinkedIn outlined some of the newest features of the platform, and we were there.

LinkedIn’s new tools can help marketing professionals better identify ideal targets from among more than 500 million professionals currently using the platform. Not every new feature is groundbreaking, but there’s something there for all marketers seeking to up their games.

New advanced features already rolled out this year include:

  • Lead Gen Forms: Acknowledging that relying on users to fill out contact forms stifles conversions, especially on mobile devices, LinkedIn now auto-populates forms within the application and enables users to submit them instantly.  Currently available only on mobile.
     
  • Audience expansion:  Advertisers can now increase their campaign reach by showing ads to users that mirror their target audience. The capability is intuitive, so if you target an audience of “healthcare marketers,” your ads may also be shown to members who list “hospital communications” on their profile, giving you wider audience reach without additional set up.
     
  • Mobile video: Users can now record and share videos directly from your mobile app! As they say, some stories are better shown than told. Video allows you to evoke emotion, transport viewers, teach something or share insights.

Additional features coming soon or already in beta testing:

  • Carousel Ads: Presumably to counter Facebook’s announced expansion to 10 photos in their carousel ad units, LinkedIn is rolling out a new sponsored content position that allows for multiple pieces of creative to be shared in sponsored content.
     
  • Lead Gen Forms for Sponsored InMail: LinkedIn will be rolling out the same capability mentioned above, but for InMail. The goal is to improve conversions by not requiring users to go through extra steps of completing forms.
     
  • Video Ads: LinkedIn has been slow to embrace video, but it plans to make up for that by rolling out video ads that will be displayed as standalone posts instead of pre-roll or mid-roll ads. Ads will come with a label that identifies them as “Promoted.” This will be an important feature since LinkedIn reports that its users share video posts 20 times more frequently than other types of posts on the platform.

And more rolling out each month...

How are you using LinkedIn to tell your brand’s story? Do any of these new or upcoming features stand out? If so, let us know.


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