LinkedIn Audience Network & Facebook update Engagement Audiences

 |  Katherine Chalhoub - Get more articles like this sent to your email here


Hey, I’m Kath, and today I’ll be talking about LinkedIn’s new Audience Network and Facebook’s recent update to Engagement Audiences.

LinkedIn have launched an audience network, where businesses will be able to sponsor their content within third-party publications on the network, similar to Facebook, Adsense, or Outbrain.

Sponsoring content or running any ad types on LinkedIn has typically been pricier than most other social networks.

This update may bring with it a more cost-effective way of reaching key audiences within the platform, as well as developing targeted and relevant remarketable audiences for brands who successfully leverage this new opportunity.

The reasoning?

Users aren’t frequenting the platform as much as they are other social networks, like Facebook.

This update now means businesses will be able to leverage LinkedIn’s suite of targeting options and potentially gain larger volumes of reach through third-party audiences.

Understanding what success looks like for your business and measuring the impact of each campaign is crucial to leveraging this ad format.

This will not be a standalone strategy, but more an effective way to gain top of the funnel awareness and consideration, with traffic being the ultimate desired outcome.

Some might ask the question, ‘Why use this rather than other Audience Network options?’

My response to that would be: Targeting, targeting, targeting!

LinkedIn has a much higher accuracy when targeting people with specific job titles, from industries you’re aiming to reach out to and the companies they’re based within.

If you’re uncertain of who to aim for, you can always factor in data from the Website Demographics tool (which I spoke to last month) to inform you on what job titles, industries, and companies are already visiting your site.

Typically, Facebook Engagement Audiences consist of users who have interacted with your content within Facebook.

This meant anything from social reactions to completing a form within a Facebook Lead Ad to watching a video.

Now, you can additionally segment and target specific users based on the action they undertook on Instagram, within a date range of up to 365 days.

Greater segmentation and retargeting gives marketers the opportunity to further customise content and ads based on where users are within the funnel.

For example, I might run an Instagram-exclusive campaign to market my new range of sneakers through a competition.

Users who did not win but engaged with the Instagram post via like, comment or direct message, could then be remarketed with conversion ads of this specific product on either Facebook or Instagram.

If you’ve invested the time and resources into establishing a highly engaged Instagram following, this is the time to monetise that audience even further.

We know the platform serves top of the funnel objectives best, so when looking to close the conversion gap, Facebook can now support what you’ve built through Instagram from a purely sales perspective.

Well, that’s a wrap from me – leave a comment below with anything you want more information on.

Katherine Chalhoub

Katherine Chalhoub

Head of Creative at Webprofits
Embracing the latest trends in design, video and digital marketing, Kath leads a team of eclectic individuals with a serious passion for developing and sharing compelling brand stories.

The aim? To develop campaign work that resonates with mass reach and evokes human connection on a scale that transcends the scope of the status quo.

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