LinkedIn is leaning into the rising popularity of podcasts with the launch of its new ‘LinkedIn Podcast Network’ where it will host a range of shows focused on key professional trends, created by both internal staff and external experts.
As explained by LinkedIn:
“Starting today, we’re piloting an exciting new way for you to connect with leading professional voices with the launch of the LinkedIn Podcast Network. With this pilot you’ll have access on LinkedIn to programming and conversations from industry leading creators such as Morra Aarons-Mele, Jonathan Fields, and Mita Mallick and Dee C. Marshall, as well as shows created in-house by LinkedIn News.”
Indeed, LinkedIn has tapped a broad range of established creators for its podcast network launch, including veteran tech journalist Alex Kantrowitz and author Jonathan Fields.
All of LinkedIn’s podcasts will be available on LinkedIn, by following each podcast host in the app and subscribing to their newsletter, while listeners will also be able to tune in via Apple Podcasts, Spotify, or any other audio provider.
The main lure that LinkedIn’s looking to highlight is that by connecting with these hosts on LinkedIn, you’ll be able to extend the conversation beyond the passive listening experience.
“Hosts will continue to engage with listeners – existing ones and new ones drawn from LinkedIn’s global community of 810 million members – through posts, videos, Newsletters, LinkedIn Live events and more. Just navigate to your favorite podcasters’ profile and click Follow; super fans can click the bell icon and always get updates.”
Podcast popularity is at an all-time high, with Edison research reporting last year that some eighty million Americans are now weekly podcast listeners, while 116 million tune in to podcasts monthly. That also presents significant advertising potential, with podcast revenue tipped to exceed $2 billion by 2023.
LinkedIn’s hoping to tap into this with its new push, while it’ll also give the platform another option to help promote some of its top creators, with applications also open for other broadcasters to join LinkedIn’s stable of professional podcasts.
And there are definitely some good, established podcasts there, which will help LinkedIn attract an audience, and cross-promote its other programs, expanding awareness.
It could definitely be worth tuning in, with the LinkedIn staff-hosted podcasts also, potentially, offering new insight into coming features and additions.
You can check out the LinkedIn Podcast Network here.
Meta’s Adding More Ad Targeting Information to its Ad Library Listings
In the wake of the Cambridge Analytics scandal, Meta has implemented a range of data protection measures to ensure that it limits access to users’ personal data and insight, while at the same time, it’s also been working to provide more transparency into how its systems are being used by different groups to target their messaging.
These conflicting approaches require a delicate balance, one which Meta has largely been able to maintain via its Ad Library, which enables anyone to see any ad being run by any Facebook Page in the recent past.
Now, Meta’s looking to add to that insight, with new information being added to the Ad Library on how Pages are using social issue, electoral or political ads in their process.
As you can see here, the updated Ad Library overview will include more specific information on how each advertiser is using these more sensitive targeting options, which could help researchers detect misuse or report concerns.
As explained by Meta:
“At the end of this month, detailed targeting information for social issue, electoral or political ads will be made available to vetted academic researchers through the Facebook Open Research and Transparency (FORT) environment […] Coming in July, our publicly available Ad Library will also include a summary of targeting information for social issue, electoral or political ads run after launch. This update will include data on the total number of social issue, electoral and political ads a Page ran using each type of targeting (such as location, demographics and interests) and the percentage of social issue, electoral and political ad spend used to target those options.”
That’s a significant update for Meta’s ad transparency efforts, which will help researchers better understand key trends in ad usage, and how they relate to messaging resonance and response.
Meta has come under scrutiny over such in the past, with independent investigations finding that housing ads, for example, were illegally using race-based exclusions in their ad targeting. That led to Meta changing its rules on how its exclusions can be used, and this new expansion could eventually lead to similar, by making discriminatory ad targeting easier to identify, with direct examples from Meta’s system.
For regular advertisers, it could also give you some additional insight into your competitors’ tactics. You might find more detailed information on how other brands are honing in on specific audiences, which may not be discriminatory, but may highlight new angles for your own marketing efforts.
It’s a good transparency update, which should glean significant benefits for researchers trying to better understand how Meta’s intricate ad targeting system is being used in various ways.
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