LinkedIn’s looking to provide more insight into content performance via new post analytics tools, which will show you details about the members that are reading your LinkedIn updates, how many Reactions each has received and more.
As explained by LinkedIn’s Chief Product Officer Tomer Cohen:
“We know it’s important to understand what content is resonating with your audience and our team has been hard at work building new analytics for our creators. Soon, creators will be able to get analytics on their individual posts and overall performance, across content & audience.”
As you can see in the above example screens, the new analytics will provide more specific insight into who, exactly, is reading your posts, filterable by job title, industry, location and more.
That could be a great way to ensure that your content is resonating with the people you want to reach. And if you have defined personas for your personal branding or marketing efforts, this could be a simple means to cross-check your audience, and refine your strategy based on the data provided.
Cohen shared the preview as part of a broader update of LinkedIn’s work on updating various platform features in response to user feedback.
In addition to this, Cohen also outlined LinkedIn’s development of newer tech trends, including the potential of NFTs in the app:
“When we think of any new technology, we start with the needs of our members and customers and how we can best connect them to economic opportunity. Then, we look at how we can best leverage innovative technologies to help meet those needs. The topics of Crypto, NFT, blockchain, and metaverse are all discussed frequently at LinkedIn as we continue to look for better ways to enhance your experience.”
So nothing on that front yet, but Cohen did also share one other interesting note – a new Reaction emoji is coming.
“One of the top requests we got was for a laughing emoji reaction. We hear you loud & clear and we agree. Humor is indeed a serious business.”
I guess that’s not an official confirmation, but it seems pretty close.
For reference, the current LinkedIn Reactions emoji set is this:
LinkedIn added the ‘Support’ reaction in June 2020, in response to posts about the pandemic, building on the original five Reaction options.
And soon, you’ll have a laughing face response too – unless it replaces one of these. We’ll keep you updated on any progress.
But post analytics is the most significant update, and with LinkedIn continuously seeing record levels of engagement, and set to see even more activity in the post-COVID recovery, additional data like this could be a big help in maximizing your platform strategy.
You can read Tomer Cohen’s full ‘Building LinkedIn’ update 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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