LinkedIn and Facebook are both changing a lot! Between new targeting and retargeting tools on LinkedIn, and new email marketing capabilities on Facebook, life as a social media marketer is getting a little easier. Also be on the lookout for three new products from Facebook, each of which you can learn about right here.
Let’s jump in ⬇️.
LinkedIn Introduces New Retargeting Tools, Update to Audience Network
This week, LinkedIn unveiled two new retargeting tools for businesses to begin utilizing. The features are linked to video ads and lead-generation forms. Amid the coronavirus pandemic, LinkedIn has been working to help users focus on targeting based on their audiences content engagement actions.
When it comes to video ads, companies can now retarget based on watch time, or in other words, how long a user has watched a video. The new feature will allow them to cater to an audience that watches 25% of an ad, 50%, 75%, or the full ad. Additionally, the businesses will be able to target with information about which users opened or completed a lead-generation form.
These retargeting capabilities were rolled out alongside new safety measures in the LinkedIn Audience Network. This longstanding LinkedIn initiative helps businesses reach an audience beyond just LinkedIn’s site. LinkedIn has collaborated with Integrated Ad Science and Pixelate to ensure that the other apps or websites where companies place their ads through LinkedIn Audience Network are brand safe and effective.
Linkedin Unveils New Targeting Strategies
In tandem with their new retargeting capabilities, LinkedIn is now offering businesses two new ways to target within custom audiences. The two new methods allow for targeting based on company category (ex. Forbes World’s Most Innovative Companies) and company growth rate (YoY company growth rate).
In targeting based on company category, users still have the option to upload a list of companies that operate within the same specific industry, as they did before. However, previously it wasn’t guaranteed that these lists would yield a 100% match rate. With the new updates, users can select from lists already uploaded on LinkedIn that have been verified and guarantee a 100% match rate.
Similarly, LinkedIn is providing lists of companies under specific growth rate parameters for businesses to target. Both of the new features eliminate the tedious step of compiling and uploading lists, and inherently ensures that these lists are as accurate as possible. The growth rate feature also includes lists of companies experiencing negative growth rates of various percentages.
Facebook Confirms Testing of Email Marketing Tool
This week, Facebook confirmed widespread rumors about implementation of a new email marketing tool. They also confirmed that the tool will be released in the near future.
The feature enables businesses to create email lists on the Facebook Page app, or they can upload a previously curated list, then compose emails within the app. They will be able to send emails from Facebook, and thus use tools on the platform to track the email’s performance.
The tool requires confirmation of a company email address, and also asks the user to verify that they have permission to send out emails to their list of contacts. This tool is part of Facebook’s effort to create a ‘business hub,’ where companies have access to a variety of useful tools in one organized location.
Facebook Testing Three New Products
In more Facebook news, the platform began testing three new products: CatchUp, Collab, and Venue. The three new products mirror other popular platforms such as Skype, TikTok, and Twitter – just another step in Facebook becoming its own digital “one-stop-shop.” While CatchUp and Collab are just reaching the public, Facebook has been utilizing Venue for weeks now.
CatchUp is an audio-only app that gives users the space to connect with others. The app shows other contacts’ availability, categorizing them as ‘Ready to Talk’ or ‘Offline.’ The app allows for joint calls, or one on one contact, at times that are mutually convenient – eliminating the problem of a missed call.
Collab is Facebook’s step into the domain of short form, video and audio content. The app will allow users to mix sounds and videos, whether they’re originally or previously created, to create 15 second clips. Currently, the app is exclusively for IOS users and invite-only, though there is the option to place yourself on a wait-list as testing continues to roll out.
Finally, Facebook has recently partnered with NASCAR to unveil Venue, an app meant to increase engagement between fans, commentators, and experts during live events. The hosts of various events on Venue will be either experts or well known personnel in the specific field the event pertains to, and they can pose interactive questions or put up polls for their audience.
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