LinkedIn’s new redesign draws a lot from Facebook, and that’s a good thing for the most part. For those who seek to improve their abilities and their career, LinkedIn’s new goal is to “ensure you can seamlessly access the most relevant professional conversations, content and opportunities”.
What was once an HR platform is now firmly focused on becoming our professional social network, and as they grow, I imagine we’ll see a pickup in people browsing the feed for updates and content, and more people that glance at advertisers’ sponsored updates.
So what does that mean if you’re an advertiser? Take a look at four key points below.
Targeting of niches will become more viable.
The increased feed traffic will mean an increased number of ads displayed to users and this presents new opportunities for targeted advertising. While in the past there may not have been enough users to specifically target a niche like growth marketers who work at small healthcare businesses in Ithaca, it is a good time to retry these types of campaigns and see if you get a decent number of views and clicks.
LinkedIn users are going to start unfollowing.
As the feed becomes more important for professional content, people are going to check in more often and be more serious about seeing the posts they want. That means you can expect that people will start unfollowing more and more accounts. That means your ads and your content actually need to be useful to the users you’re targeting.
Your ad will need to be engaging.
To make your ad engaging, try asking a great question and use services like Pablo to create an image that gets to the point. LinkedIn’s “Sponsored” text is small and in grey, which gives advertisers a chance to make something truly relevant and connect with people in a way that doesn’t feel interruptive. This is a double edged sword. If your ad has nothing to do with their feed, you’re getting unfollowed.
Dynamic Social Ads may become an opportunity.
LinkedIn has placed the Dynamic Social Ads in a prominent position in the right bar of the new redesign, and since the ads are combined with the user’s own profile photo, these ads have a good chance of being seen, if not clicked. They can probably do a great job for brand awareness campaigns, and with the right offer and targeting you may be able to generate click-through.
In addition, I believe LinkedIn may iterate on these ads and this space. It could be a great space for offers for personal consultation, or a first-touch point to talk with a chat bot. They already allow you to join LinkedIn groups directly from the ad.
The new redesign has been applauded pretty much across the board, and I’m sure they will keep iterating to help become the main professional content network on the web. I’ve listed just a few of the may new opportunities arising from LinkedIn’s new redesign, so get in there and find your own insights to get that edge and reach your customers.