LinkedIn’s Marketing Partner Program Expands With New Engagement Insights

By Amit Chowdhry ● Aug 14, 2019
  • LinkedIn has announced that its marketing partner program has expanded with new engagement insights. Here are some of the benefits that it will provide for brands.

LinkedIn marketing executive Amita Paul recently announced the expansion of the company’s Marketing Partner Program with new engagement insights. These features help brands reach and engage the right audiences at scale. While LinkedIn is already seeing record levels of engagement in the feed and content shared across the platform, the company understands that it can be difficult to identify the audiences you should be targeting and the kinds of content they are likely to engage with.

“Today, we’re excited to announce a new category to the LinkedIn Partner Program – Audience Engagement. Launch partners including Amobee, Annalect, Hootsuite, Ogilvy, and Sprinklr have integrated the LinkedIn Audience Engagement API to create offerings that enable customers and clients to discover new audiences, better understand the types of content those audiences are engaging with and see how your content is performing against industry benchmarks,” said Paul. “With these insights, you can better refine your content strategy and make smarter marketing decisions to help deliver better ROI for your LinkedIn ad campaigns and organic posts.”

The new partner category provides three key benefits including:

1.) Audience Discovery: With over 645 million LinkedIn users, it can be hard to keep track of who you should be engaging with on the platform. And the company’s integration partners enable brands to discover new audiences who have high engagement with topics and articles related to their industry. This also helps brands discover new groups you can engage with for your next marketing campaign.

2.) Content Recommendations: LinkedIn has made it easier to discover trending topics and content that key audiences are engaging with. And these insights can help inform your content marketing strategy thus helping brands know what to post (and whom to target) on LinkedIn.  

3.) Industry Benchmarking: It is helpful to know how your content is performing against others in the industry. And now brands can better understand the kinds of content that competitors are posting and how their engagement compares against their own. These insights can help optimize targeting and content strategy. 

These features have been in testing over the last few months.

“As a strategic partner of LinkedIn, we are thrilled to be one of the first partners to have access to LinkedIn’s Audience Engagement API to deliver added value to our Hootsuite Impact customers. The added capabilities will enable Hootsuite Impact customers to discover new audiences to improve campaign targeting while increasing organic and paid performance on LinkedIn,”said Hootsuite’s VP of Alliances  Stefan Krepiakevich.

This new category is considered the next step in LinkedIn’s journey to bring enhanced partner capabilities to help brands grow their business on the platform. And to protect members’ privacy, LinkedIn only provides aggregated insights that do not identify our members. And also, access to the LinkedIn Audience Engagement API is currently limited to a small subset of partners.

“We’re excited to blend LinkedIn insights with Amobee’s Brand Intelligence solution to give a new perspective into professional content and engagement trends. This unique collaboration allows Amobee to paint a more holistic picture for clients and provide them with expanded layers of insight that guide their marketing strategies,” added Amobee’s SVP of Social Sales and Partnerships Johnny Horgan.

LinkedIn also announced the launch of its new Audience Engagement API geared towards increasing audience engagement. Ogilvy is one of the pilot partners that worked closely with LinkedIn to operationalize rich audience and content data made available by the API for its clients and customers. Ogilvy’s Head of Global Partnerships Ben Levine pointed out that through this collaboration, Ogilvy had built a dynamic tool that allows strategy teams to pull insights and detailed information about how target audiences are engaging on the LinkedIn platform.