New features: LinkedIn is courting creators with several new features, a smart move as B2B professionals’ social media activity increases.
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Brand partnership tags will help label sponsored posts on the platform, similar to tags on Instagram and other social media platforms.
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Newsletter updates, including a better user interface and improved discoverability, will also help creators—and B2B marketers—grow their audiences.
An uptick in activity won’t change LinkedIn’s ad focus: Even as X users and creators turn to LinkedIn, advertisers should still treat it as a B2B mainstay. Over 90% of ads on LinkedIn are B2B-oriented, per our estimates.
But that doesn’t mean B2B social media ads can’t be creative. Millennials and Gen Zers will make up 61.6% of total US users in 2023, per our forecast, and those users expect to be entertained on social media.
Marketers can combine a B2B focus with playfulness in ads and influencer content. “Our goal was never about being cool,” wrote Tomer Cohen, chief product officer at LinkedIn, in a recent post. “It was about helping create economic opportunity for professionals worldwide. ...That said, I’ll take cool along the way.”
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