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LinkedIn Publishes New Data on Ad Engagement for B2B Brands Over the Holidays



Should you be running ads or publishing content over the holidays?

The instinctive logic is probably that you shouldn’t – people are spending more time with family, sharing updates with friends. They likely want a break from work-related posts and material. But then again, people also have more free time. Maybe, in those gaps where they’re taking a moment to themselves, they might actually want to read something related to their professional interests.

This is question that many social media managers have asked themselves over the years, and there isn’t a definitive answer. But this year, LinkedIn went to the tape – utilizing its insights on B2B ad engagement from last year, LinkedIn has identified some key trends in B2B content engagement over the period, which may help to inform your strategic approach.

As explained by LinkedIn:

B2B marketers might expect a decrease in online activity as people go on vacation or spend time with family and friends over the holidays. As expected, there was a dip in overall sessions over Christmas (the biggest dip of the holiday season is on New Year’s Eve when people are getting ready to celebrate), however, LinkedIn members are highly engaged during this time.”

LinkedIn B2B engagement

According to LinkedIn’s data, people are actually still engaged with professional content on the platform over the period. In fact, in some cases, even more so than normal:

Ad engagement for B2B brands on LinkedIn increased 18% in December 2018, compared to the average engagement rate outside of the holiday season (February through October). LinkedIn Members were reading and engaging more with content, particularly on mobile, as well as searching for new jobs. LinkedIn members were also more likely to volunteer to hear from brands during the holiday season – lead gen form submission increased by 22% in December.”

Interesting, huh? Maybe it is worth creating new content for this period after all.

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LinkedIn also notes that holiday keywords, such as ‘holidays’, ‘New Year’ and ‘Christmas’, are effective for B2B brands, particularly with LinkedIn Sponsored Content.


“While B2B brands aren’t necessarily selling gifts, ensuring a brand’s message incorporates the spirit of the holiday season with key terms will boost conversions and convert buyers into long term loyalists.”

Those in the tech sector are the most engaged at this time, with LinkedIn noting that computer software brands saw 2.6X higher ad CTR, on average, in the period.

LinkedIn B2B engagement study

LinkedIn’s data also suggests that B2B brands should consider promoting how-to and tips articles, incorporating things like New Year’s resolutions, checklists and holiday season survival guides.

There are some interesting considerations here, worth noting for your approach. And while it may be too late for many, with staff clocking off for the holidays, it could be another element to keep in mind for next year, or for the remainder of the holiday break.

You can check out LinkedIn’s full B2B holidays report here



Google’s Latest Core Search Update is Rolling Out from Today



Google's Latest Core Search Update is Rolling Out from Today

Digital content managers and webmasters, best to keep an eye on your Google rankings over the next few weeks.

Today, Google has confirmed that it’s rolling out a new Core update for Search, which will change the way some sites are listed in Search results pages.

So what’s changing? Helpfully, Google never explains exactly what’s being updated, which is a measure designed to stop users trying to scam the system.

Google does, however, offer this generic overview of what’s happening:

Several times per year, we make substantial improvements to our overall ranking processes, which we refer to as core updates. Core updates are changes we make to improve Search overall and keep pace with the changing nature of the web. While nothing in a core update is specific to any particular site, these updates may produce some noticeable changes to how sites perform.”

Indeed, Google further explains that:


“There’s nothing wrong with pages that may perform less well in a core update. They haven’t violated our webmaster guidelines nor been subjected to a manual or algorithmic action, as can happen to pages that do violate those guidelines. In fact, there’s nothing in a core update that targets specific pages or sites. Instead, the changes are about improving how our systems assess content overall. These changes may cause some pages that were previously under-rewarded to do better.

In other words, you haven’t done anything wrong, but your SEO performance could take a hit anyway, and you’ll just have to deal with it – and maybe, if you’re lucky, you’ll actually see an uptick in Search referrals because of something Google has changed.

Though you won’t know what it is, exactly, nor how to capitalize on it.

Such is the mystery of the Big G, giving and taking valuable web traffic with the winds of change, via every core update.

As noted by Search Engine Journal, the last Google Core update was in November, so you’ve had a good six months to get used to things as they are. Now they’re going to change again.

So what’s the point of me even telling you? Nothing, you can’t do anything about it anyway – but if you do notice a change in your rankings, you can point to the latest core update from Google and make it look like you know what’s happening to those less web literate.

‘Google’s putting a bigger focus on quality content, which is why we’ve seen an increase in traffic.’

That’s both vague and knowledgeable-sounding enough to get you through, while it’s also not incorrect, if anyone were to try and catch you out.


Google says that the full impacts of the May 2022 core update will take a couple of weeks to fully roll out.

If you’re looking for more insight on what’s changed, this forum thread will track responses to the update.

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