The move also helps marketers capitalise on the rise of video consumption both on and off the social media platform.

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As a result, advertisers can add CTV to their LinkedIn campaigns through a network of partners including Paramount, Roku and Samsung Ads.

Meanwhile, LinkedIn Live Event Ads will enable businesses to target and promote their live events before, during, and after it takes place.

This comes as according to data by the social media giant, the number of professionals viewing events on LinkedIn has grown by 34% year-over-year.

As a result, the move enables companies to reach the right people and deepen relationships by dynamically engaging with prospective buyers.

In addition to introducing LinkedIn CTV and Live Ads, the platform is also partnering with NBCUniversal to introduce LinkedIn Premiere, a new managed offering in Campaign Manager.

This helps users target decision-makers in the United States across NBCUniversal’s premium streaming content on CTV.

LinkedIn UK, Head of Enterprise Solutions, Tunji Akintokun, said: “We’re always considering new ways to reach engaged decision-makers across our community of one billion professionals on LinkedIn.

“With only 5% of buyers in-market for a new purchase at any given time, it’s imperative for companies to consistently engage their audience in creative ways across multiple channels – from live events to video ads – to ensure their brand is memorable when it’s time to buy.”

Akintokun added: “With the introduction of Live Event Ads, brands can share their live event with the right people, nurture an online community, and build their brand with decision-makers. This ad format offers brands the opportunity to create an authentic, two-way dialogue with audiences, to bolster trust and reputation.”

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Q: How has LinkedIn evolved as a key platform for brand marketing, especially in the professional space?

“We now have more than one billion members across the globe who come to LinkedIn to connect, learn, sell and get hired, and our growing professional community presents a huge opportunity for brands and businesses to reach and engage their audiences. 

“Our rich professional data including job title, industry, seniority, geography and skills, is our superpower and makes it easy for brands to segment and reach audiences with precision, including decision-makers and C-suite executives.

“We’re constantly innovating our ad formats, products and services to help brands reach audiences in new and engaging ways.  For instance, recognising the need for brands to authentically communicate at scale through real-life advocates and build brand equity, we recently launched Thought Leader Ads – to enable companies to sponsor content from employees, executives, and members. 

“We’re seeing brands bolster creative campaigns on LinkedIn which is exciting to see. We know that proving the impact of marketing on the bottom line is one of the biggest challenges facing marketers today, and to help we’ve launched new measurement tools such as the Revenue Attribution Report that enable marketers to build financial fluency and communicate effectively with the CFO.

“As a brand, we’re also setting an example for what creative campaigns for a professional audience can look like. Our recent ‘LinkedIn Knows How’ campaign aimed at Gen Z professionals, is an example of how brands can connect with professional audiences by building relevant and relatable content.”

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Q: How important is authenticity in brand storytelling, and how can brands maintain a genuine connection with their audience on LinkedIn?

“It’s critical for brands to have an authentic connection with audiences, tapping into real pain points and the external environment – that’s how you build trust and relevance. My team has recently done this in our latest campaign that targets Gen Z and those starting out in their careers.

“We wanted to build a memorable brand film that heightened those everyday feelings we have all experienced at work, such as trying to understand workplace jargon and the hesitancy to ask for help. 

“We tapped into the human truth that it can be impossible to know where to start, with a view to helping them grow their careers during a period of time in which the world of work was changing so quickly.

“Alongside the TV spot that we developed with our in-house creative team, we also partnered with creative agency, VCCP to create a live activation: ‘Know-How To Go’ coffee truck with a twist.

“Gen Z are famously the microlearning and coffee-culture generation so the idea was for us to use this as an opportunity to create a genuine connection with them in real life, whilst they dive into a career-boosting chat over a cup of coffee, and enjoy some easy learning on their daily commute. 

“Alongside this, we shared practical advice on LinkedIn through expert, influential voices to build a direct connection to our audience.”

Q: LinkedIn caters to a professional audience, how can brands tailor their messaging to effectively resonate with this demographic?

“Emotion, storytelling, and authenticity are all factors which are crucial but often overlooked when communicating with professional audiences, resulting in a brand that may feel unmemorable. For brands to stand out and become top of mind, it’s important to be bold and dynamic.

“One of the pitfalls we often see from brands is that they “over-correct” to cater to a professional audience. This group accounts for over 25% of the population in the UK, and general workers account for over two-thirds, so we recommend still thinking about human-to-human mass communications.”

Q: What role does thought leadership play in brand marketing on LinkedIn, and how can brands establish themselves as industry leaders?

“Thought leadership is a powerful tool in brand marketing, which enables brands to share valuable industry expertise and build trust and credibility – ultimately helping them to humanise their brands. 

“The brilliant aspect of our platform is that it democratises thought leadership and allows anyone to share their views on a trusted platform. 

“In terms of industry leaders, we’re seeing a diverse range of influential voices including entrepreneurs, industry experts and C-level executives coming to LinkedIn to share company news exclusively on the platform, including product innovation announcements, mergers and acquisitions, and company earnings.

“We are seeing a 9% year-over-year increase in the number of posts from C-level members, and these posts range from company updates and workplace policies to behind-the-scenes at industry events, meetings, and work trips, offering a glimpse into the organisation’s culture and boosting the company’s employer brand. 

“By putting executives at the heart of corporate strategy on LinkedIn, companies are building greater brand equity with customers and employees.”

Q: What are some current trends in brand marketing on LinkedIn, and how can brands stay ahead of the curve?

“One of the audiences that most brands are focused on today is Gen Z – including their buying behaviours, lifestyle choices, learning habits, and outlook on their careers. 

“They are the fastest-growing audience on LinkedIn, and this is why we launched our new brand campaign specifically for this group. A key trend we picked up alongside developing our campaign was the intergenerational differences we are witnessing and the need to address generational gaps in the workplace, and we expect this trend to continue to be front of mind for professionals and brands.

“In addition to Gen Z, unsurprisingly, AI is here to stay as a topic, and it’s an exciting time to see how marketers will continue to leverage AI tools in their day-to-day jobs to be more creative and productive. To uncover new trends, we always suggest to marketers to follow key thought-leaders, and pages on LinkedIn, or to follow LinkedIn News to stay ahead of the curve.”

Q: Are there any specific industries or sectors that you’ve observed achieving notable success in their LinkedIn brand marketing strategies? 

“We’ve partnered with some of the biggest brands in the world including Dove, Headspace, and Virgin to create authentic brand stories and to lead the way in how you can build powerful B2C campaigns on LinkedIn. Like these campaigns, notable successes on LinkedIn have come from smart thinking on how you can use the platform creatively to drive a bigger impact amongst our 1 billion members.

“In B2B, Santander’s ‘Connections’ ad featuring actor Brian Cox, is a great example of how B2B companies are investing in building creative, memorable, and innovative campaigns to build their brands.”

Q: How can brands foster a sense of community and encourage meaningful engagement among their LinkedIn followers?

“A big tip for brands who are looking to create community amongst their followers is sharing your views, insights, and knowledge regularly. 

“Consistent posting helps build trust, fuels deeper levels of engagement, and keeps your audience coming back for more insights. It’s also important to vary your content – video continues to dominate LinkedIn as the top format, so experiment with long or short-form posts, videos, and visuals to bring your insights or brand message to life.

“As brands look to leverage executives as thought leaders, it’s important to support leaders with guidance and training to cultivate a distinctive voice. Encouraging executives to share personal anecdotes and speak authentically around topics like leadership, company culture, company values, and work-related content can help organisations humanise their brands, reach a wider audience, and build an engaged following. 

“Ultimately, people trust people, and this is a key driving insight to building community and driving meaningful engagement.”

The post Q&A: LinkedIn UK Head of Brand Marketing Zara Easton on Gen Z engagement strategies appeared first on Mobile Marketing Magazine.

The move, which is set to be rolled out at the end of the month, has been launched in a bid to amplify a diverse range of influential, trusted, and expert voices on the platform, the social media giant revealed.

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Meanwhile, as of the new update, brands can showcase voices beyond employees for any page they manage, allowing them to reach out to new audiences.

LinkedIn Head of Enterprise Solutions UK and Ireland, Tunji Akintokun, said: “B2B influence has taken off in the past year as brands recognise that it is critical to building audience trust.

“People are at the heart of thought leadership, and when trusted voices – employees, executives, and experts – authentically promote a company’s insights – it is a powerful way for brands to reach new audiences, build credibility, and support community-building.”

Akintokun added: “With this expanded capability, brands can promote member posts that align with their purpose and collaborate with trusted expert voices to build larger influencer marketing campaigns and reach new audiences. We’re excited to see how companies creatively leverage this ad format as part of their marketing mix in the coming months.”

The news follows the platform launching a new campaign aimed at Gen Z professionals, in a bid to help them grow their careers.

Watch the advert here.

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LinkedIn UK has launched a new campaign aimed at Gen Z professionals, in a bid to help them grow their careers.

The campaign will air on ITV during Love Island and First Dates, on audio, and across digital platforms including LinkedIn, Meta, Youtube, Snapchat, and TikTok from 15 February to 27 April 2024.

The 30-second campaign, follows a Gen Z professional, looking confused in a meeting as he hears everyone speak workplace jargon. However, utilising the social media platforms’ Collaborative Articles feature, his confidence grows and he starts to get more comfortable in his new work environment.

The film ends with the slogan, “Making work make sense. LinkedIn knows how.”

LinkedIn Head of Brand Marketing UK, Zara Easton, said: “Starting out in your career can be daunting, and our research shows that as a generation that entered the world of work during the pandemic, Gen Z are looking for support in gaining the ‘know-how’ to navigate their careers, match their skills to jobs they want, and build a strong professional network they can turn to for advice.

“LinkedIn’s supportive professional community of one billion members can help young professionals make sense of the world of work and set them up for success.”

Easton added: “We wanted to build a memorable film that heightens all those everyday feelings they experience at work, such as understanding workplace jargon and the hesitancy to ask for help. In the campaign, we’ve spotlighted LinkedIn features such as Collaborative Articles, to showcase how they can learn on-the-go; the preferred Gen Z approach.”

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The career-focused social network’s engineering team found the two measurement errors, which have since been fixed, back in August. The issues meant that some sponsored content campaign metrics for impression and video views may have been overreported, affecting more than 418,000 of LinkedIn’s customers over a period of more than two years.

According to LinkedIn’s Vice President of Product Management, Gyanda Sachdeva, over 90 per cent of customers saw an impact of less than $25. However, LinkedIn is working with all customers to provide full credit to their accounts.

LinkedIn says it has put measures in place to prevent future errors like this, including allowing the Media Rating Council (MRC) to audit the social network’s metrics, a partnership with Moat by Oracle Data Cloud to measure video viewability, and investing in improvements to its processes and systems.

“We are committed to delivering consistent advertising products and analytics that you can rely on and that align with industry and third-party standards,” said Sachdeva. “We’ll plan to share updates on the ongoing work that we’re doing to keep our advertising platform safe and trusted.”

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The ‘Make LinkedIn Work For You’ campaign features five short videos where a woman uses LinkedIn to help her to tackle work-related challenges, including preparing for a presentation, looking for support and advice, and finding a new job.

“Whether it’s dealing with the daunting task of finding a new job in the midst of a global pandemic, knowing where to turn for support and advice, or simply finding a quiet corner to work from home – we’ve all faced professional challenges this year,” said Darain Faraz, Director of Brand Marketing, EMEA & LATAM at LinkedIn. “While there’s rarely a single solution to any problem, there is always a moment where you take the first small step towards solving it. Our new campaign is designed to show people just how easy it is to take that step on LinkedIn and make your working life or job-seeking that little bit easier.”

The campaign will run until June 2021 across Facebook, Instagram, YouTube, Twitter, and LinkedIn itself.

It coincides with the launch of the platform’s ‘Career Explorer’ tool, which helps people find jobs that match their skills. It uses LinkedIn data to suggest roles that are out there that match a user’s skillset and suggests what other skills they may need, recommending LinkedIn learning courses to achieve these skills. This feature is rolling out around the world in beta.

The post LinkedIn wants its platform to Work For You and all your professional needs appeared first on Mobile Marketing Magazine.

LinkedIn’s version of the feature – which seemingly now appears on every social platform – will enable companies and members to publish photos and videos up to 20 seconds long via the platform’s mobile app. These posts can include text and customised work stickers, and will be visible for 24 hours before disappearing, as is common with the feature on other apps.

Christian Dior Couture made use of the feature with behind-the-scenes shots from Paris Fashion Week in September. Others have used it to announce competition winners, provide an insight into the ‘making of’ products, and host Q&As.

“At a time when many of us are physically distanced from one another, it’s more important than ever for brands to stay connected to their audiences. LinkedIn Stories offers an authentic and visual way for them to do so – and has already proven popular with members and brands alike in the countries that already have access, including the US, India and Brazil,” said Tom Pepper, Senior Director – Head of Marketing Solutions UK, Ireland & Israel at LinkedIn.

“We believe Stories can become an integral part of brands’ communication strategies. My advice to any brands looking to experiment with Stories is – just do it! The great thing about Stories is that they dont have to be slick or over produced – as long as they are authentic and match your brand and audience.”

The post LinkedIn launches its take on stories globally appeared first on Mobile Marketing Magazine.

In an effort to bolster one-on-one conversations and engagement, LinkedIn has announced the launch of Conversation Ads, which will be built in the Message Ads (formerly Sponsored InMail) section of the platform. Advertisers using Conversation Ads will be given a “choose your own path” option, that will allow them to customize their own digital campaign towards prospects. Some call-to-actions offered include product education, webinar’s, and e-book downloads.

Conversation Ads are compatible with tools such as lead generation forms and conversion tracking, and can only be sent in real-time, or when the prospect is currently logged into LinkedIn. In the coming weeks, Conversation Ads will become available in beta testing to all advertisers.

“By turning ad engagements on LinkedIn from one-sided messages to two-sided conversations, Hired saw a big uptick in quality candidates entering the system, said Chase Gladden, growth marketing manager, Hired. “The clickthrough rate was almost 5X higher than what we’d seen previously, which goes to show the level of engagement is pretty wild when you’re able to provide multiple opportunities to click.”

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LinkedIn has added three new objectives to its redesigned Campaign Manager, including a more detailed focus on brand awareness, website conversions, and job applicants. The newest version of the Campaign Manager has been accessible since October, when it was launched as a public beta. According to the business networking platform, LinkedIn has seen a 67 per cent increase in customer satisfaction compared to its original Campaign Manager.

With the new brand awareness incentive, companies can use Campaign Manager to increase and measure growth, and will be charged per impression, such as cost per thousand or CPM. LinkedIn also improved its conversion tracking tool, so brands can more accurately track their website visits, purchases, downloads, and event registrations. Lastly, LinkedIn Talent Solution customers will be able to create ads on Campaign Manager to lift traffic to their job applications on LinkedIn or their own site.

“With the improved Campaign Manager, were also optimizing our click pricing to align with your objective. If you select website visits as your objective, you will only be charged for clicks that go to your landing page. For social engagement campaigns, pricing will be optimized for all social actions (likes, comments, shares, etc.),” said LinkedIn in a blog post.

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53.5 per cent of tech employees strongly agree that their company makes customer data protection a top priority, according to a survey conducted by Blind, an anonymous workplace chat platform. Blind asked thousands of tech employees if they believed protection of customer data is a top priority at their company, with response options being ‘Strongly Agree’, ‘Agree’, ‘Disagree’ and ‘Strongly Disagree’.

Of the 10,662 participants, 78.13 per cent of the overall tech community answered with ‘Strongly Agree or “Agree”, while 21.87 per cent answered of the tech community answered with ’Strongly Disagree” or “Disagree”. Apple had the highest employee confidence, with 93.40 per cent employees answering with “Strongly Agree” or “Agree”. Adobe employees ranked the least confident in customer data protection, with 64.29 per cent answering with “Strongly Agree” or “Agree”.

LinkedIn and PayPal employees also had high numbers of confidence in customer data protection, while Intuit (65.45 per cent) and SAP (66.1 per cent) came close to ranking last. According to Blind, 77.46 per cent of Facebook employees responded with “Strongly Agree” or “Agree”, with lower confidence in data privacy than the tech average.

Blind’s polling platform is geared towards tech employees, with a user base representing Microsoft (50,000), Amazon (36,500), Google (14,500), Facebook (11,300), Uber (9,800), Apple (8,500), LinkedIn (6,300), and Salesforce (5,200).

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