Digital Marketing News

LinkedIn introduces Interest Targeting

LinkedIn introduces the interest level targeting in its marketing solutions. The targeting is similar to the interest level targeting in Facebook. This new feature lets you target exclusively relevant audience that is spending more time than ever on the newsfeed, engaging with content and joining the conversations they care about. you can leverage these activities to create more tailored campaigns and reach the professional audiences that matter most to your business.

With interest targeting you can:

  • Serve relevant ads and content that match a member’s professional interests. Interest targeting can help you shape brand perception with different professional audiences by associating your brand with the topics that they care about. For example, if you sell Cloud Computing services, you can target members interested in “cloud computing” and create a campaign with Sponsored Content ads that show how your solution is helping business do more with their data.
  • Deepen your influence with the buyer committee within your target accounts. Today, many of our customers use LinkedIn’s powerful account targeting to inform their Account-Based Marketing campaigns. Now you can kick it up a notch by using account targeting along with interest targeting to reach an audience of potential buyers who have already expressed, or are likely to express, an interest in the content that’s relevant to your business.
  • Reach those interested in pursuing a certificate program. You can also use a combination of degrees and interests to reach the audiences who would be a naturally fit for higher education programs.

This sure looks interesting and convenient for marketers to advertise content to relevant audiences. Let me break it like this, till now we were only able to target audience based on their job profiles, now, what about those audiences who have little or no interest at all in their jobs and have shown interests in topics related to your content in the past.

LinkedIn Interest Targeting vs Facebook Interest Targeting

Facebook Interest Targeting

  • Business & Industry
  • Entertainment
  • Family & Relationships
  • Fitness & Wellness
  • Food & Drink
  • Hobbies & Activities
  • Shopping & Fashion
  • Sports & Outdoors
  • Technology

LinkedIn Interest Targeting

  • Arts & Entertainment
  • Business & Management
  • Finance & Economy
  • Marketing & Advertising
  • Politics & Law
  • Sales & Retail
  • Society & Environment
  • Society & Culture
  • Technology

Each platform has nine categories to target and if you further break them down I feel that LinkedIn has more niche targeting than Facebook. The user behaviour of the same user is different in both platforms, this means if you were to look at someone’s LinkedIn interests and then look at the same person’s Facebook interests, you’d probably think they come from two different people.

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