LinkedIn has rolled out a range of new tweaks, including new Follower analytics for company pages, a new audio option for pronunciation on user profiles, and an alternative process for limiting company page invites.
First off, on follower analytics – if you head over to your LinkedIn company page analytics now, you’ll see a ‘New’ marker on the Analytics tab, signifying that something’s been added. That addition is this new listing of company page followers, by individual profile, which you can expand out to a full list of every person that’s followed your Page, sorted in reverse chronology.
The listing could provide an opportunity to reach out to new followers to thank them for following, while it also provides some more insight into who’s coming to your page, which could help to refine your posting and engagement processes.
You can’t, however, download this list, but still, it’s an extra level of insight into your company page performance. This is in addition to the existing follower highlights overview, follower metrics (follower trends over time) and demographic/job role data, as well as the ‘Companies to Track’ display, which shows you how other, similar LinkedIn company pages are performing in regards to follower growth, posting frequency and engagement rates.
LinkedIn’s also implementing a new system to limit how many times a company page manager can send out invitations to their connections to follow their company page.
LinkedIn officially brought back the option to invite your connections to follow your company page in November last year, after trialing it a few times in the preceding months (and also providing the option some years back).
The risk in this, of course, is that ‘growth hackers’ will use it to spam the bejeezus out of their connections – which LinkedIn sought to avoid in the initial launch by implementing a limit of 50 invites per page manager, per day. Evidently, that wasn’t enough, or LinkedIn simply felt the need for a better process. The new system, as you can see in this screenshot (shared by social media expert Matt Navarra), provides Pages with 100 credits that they can use per month, with each sent invite costing one credit.
“When your invite is accepted, the credit is returned. Each month, Pages are granted invitation credits shared by all admins. Credits do not roll over.”
So now, Pages could theoretically send out 100 invites a day – but they’ll only be able to spam 100 people per month, with every unaccepted invite coming out of their tally. Not sure if that’s a better system, but it’s interesting nonetheless.
And lastly, and again via the eagle-eye of Matt Navarra, LinkedIn’s adding a new audio option for name pronunciation, if it really, really annoys you when people mispronounce your name.
As you can see here, in the LinkedIn app, you’ll now see a prompt on your LinkedIn profile to add an audio recording of your name, if you so choose. Tap on the ‘Add name pronunciation’ prompt and you’ll be taken to an in-app audio recorder, where you can say whatever you like.
The recording is limited to 10 seconds, and LinkedIn advises that users should “speak slowly and pronounce each syllable clearly” and to “hold the phone about four inches from your mouth”.
Once recorded, a small audio icon will appear next to your name in the app (the functionality is not currently available on desktop).
The new features add some interesting new options, and while none of them are set to transform your process, they do provide some additional considerations for building your on-platform audience, as well as clarifying your details.
Or just making humorous, 10-second audio Easter eggs for profile visitors, whatever you choose.
Meta Announces New Privacy-Focused Ad Targeting Solutions, Improvements in Automated Targeting
With Apple’s ATT data privacy update changing the game for app-based advertisers, Meta has been one of the biggest losers, with the company projecting up to $10 billion in revenue loss this year alone based on the amount of users opting out of data tracking in its apps.
Of course, part of that is due to Meta’s poor reputation on data privacy and protection, with the high-profile Cambridge Analytica case, in particular, shining a light on the platform’s past lax privacy measures, which have led to misuse.
But Meta has evolved its processes, and it’s now looking to ensure that it’s providing more data-protective solutions that will help advertisers maximize their campaigns, while also aligning with broader industry shifts.
On this front, Meta has today outlined a range of new ad measures, beginning with a new element within its Advantage ad suite, which incorporates Meta’s various ad automation and AI-based tools.
As explained by Meta:
“We’re rolling out Advantage custom audience, a new targeting automation product that leverages an advertiser’s Custom Audience to reach new and existing customers. This is similar to Lookalike audiences that find people who are likely to be interested in your business, except that Advantage custom audience goes beyond the 1%, 5% or 10% similarity ranges you are used to, while also prioritizing delivery of ads to people in your Custom Audience.”
Expanding the matching depth for Custom Audiences could be big, with the process guided by Meta’s evolving machine learning tools to help maximize campaign performance with less manual effort.
Many performance advertisers have noted the improvement in Meta’s automated targeting tools, and with broader matching options to work with, it could be a good way to improve reach and response. Likely worthy of an experiment at least.
Meta’s also updating its Click to Messenger ads, with a new optimization that will target users more likely to make a purchase via a message thread.
“Typically, we show Click to Messenger ads to people who are most likely to initiate a conversation with a business on WhatsApp, Messenger or Instagram Direct. With this update, we’re introducing the ability for advertisers to run Click to Messenger ads which will reach the people who are most likely to make a purchase in a thread.”
That adds another dimension to Click to Messenger targeting, which could help to optimize reach to people that are more likely to buy in-stream. Meta’s also adding a new ad format for lead generation which will funnel customers to either Messenger or a form, depending on which one the customer is most likely to interact with.
Meta’s also made improvements to its privacy solutions, including its Private Lift Measurement product. While at the same time, it’s also been working with various academics to study the impacts of the privacy shift.
“For example, we collaborated with academics from Northwestern University and the University of Chicago to better understand the value of offsite data for ads personalization, in part to help guide the development of solutions that leverage privacy-enhancing technologies. The research reveals that advertisers’ costs increased by 37% when removing offsite data from the ad delivery system with outsized impact on smaller advertisers in CPG, retail, and e-commerce, who are often more reliant on digital performance advertising than larger, more established companies.”
So while Meta’s working to build more privacy-protective processes, it’s also looking to highlight the impacts that these changes will have on the broader industry, as it pushes the big platforms to factor such into their future changes and shifts.
Finally, Meta’s also looking to help advertisers to prepare for the next stage of digital connection, partnering with Coursera on a new, free course called “What is the metaverse?”
“This course explains what the metaverse is, what we know about it today and what it means for the future of work, play and life. We’re working with partners like Coursera to give people, businesses, creators and developers the tools needed to succeed as the metaverse takes shape.”
Though you will be getting Meta’s interpretation of what ‘metaverse’ means, which may not be exactly how it plays out. Meta’s increasingly keen to impress its vision of the metaverse future onto anyone who’ll listen, but it’s also important to note that the metaverse does not exist, and will not exist in a fully-functional, interoperable way for some time yet.
Still, it may be worth tuning in, and getting some insight into Meta’s future vision, and how it relates to advertising and brand reach.
You can pre-enroll to the new ‘What is the Metaverse’?’ course here.
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