LinkedIn unveils new features for content boosting

LinkedIn has rolled out new features and tools aimed at helping marketers target the right audience with their content, as well as analytics to measure impact. Tagged ‘Boost’, the new feature transforms organic posts into paid ads.

The Microsoft-owned company announced: “Starting today, you can easily “Boost” any high-performing organic post directly from your LinkedIn Page. With the click of a button and a few payment details, you can easily give your most engaging or time-sensitive content a little boost to quickly expand your audience reach. It’s as simple as it sounds, and the newest way to reach a broader audience without having to learn how to use any new marketing tools.”

With the new Boost option, LinkedIn is looking to make it easier for brands to maximize the reach of their posts, while also adding new tools to help maximize virtual events, and track their performance in the app. When boosting, users will be able to pick from four objectives which are: Brand Awareness, Video Views, Engagement, Website visits; and also select their target audience based on Profile, Interest, or the LinkedIn Audience template. Brands can select their preferred location, add exclusions, set their desired budget, then click on ‘Boost’ to launch the campaign.

In addition to this, LinkedIn’s adding a new Event Ads option to help marketers boost awareness of their virtual events, including new analytics for Events ads, which will display insights into reach, engagement, and the ‘firmographic makeup’ of attendees.

LinkedIn added:”By appearing right in the LinkedIn feed, the Event Ad feature helps you promote your event by highlighting key event details, like date, time, and how to join your event, to an entirely new audience, while also allowing members to learn if a mutual connection has expressed interest in attending.”

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