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LinkedIn Helps Marketers Discover New Audience with Audience Engagement API

LinkedIn recently announced the launch of the new Audience Engagement Insights to its Partner Program along with the addition of five third-party analytics platforms that integrate with the LinkedIn Audience Engagement API – Amobee, Annalect, Hootsuite, Ogilvy, and Sprinklr.

Today, we’re excited to announce a new category to the LinkedIn Partner Program – Audience Engagement. Launch partners including Amobee, Annalect, Hootsuite, Ogilvy, and Sprinklr have integrated the LinkedIn Audience Engagement API to create offerings that enable customers and clients to discover new audiences, better understand the types of content those audiences are engaging with and see how your content is performing against industry benchmarks.LinkedIn

This new insight is positioned to help marketers refine their content strategy and deliver better ROI for LinkedIn ad campaigns and organic posts.

The new partner category aims to provide:

  • Audience discovery that allows companies to discover new audiences who have high engagement with topics and articles related to their industry.
  • Content recommendations that can help inform marketers on what to post and who to target on LinkedIn.
  • Industry benchmarking that enables marketers to better understand the kinds of content their competitors are posting and how their engagement compares.

LinkedIn Audience profile data via Amobee

LinkedIn Audience profile data via Amobee

LinkedIn Takes The Next Step

Such news could be of significant value as Microsoft has reported that LinkedIn is currently seeing ‘record level of engagement’ with an increase in revenue by 33% and growth of 34%.

In order to utilize these new insights, you’ll need to work with an approved LinkedIn partner. At the moment, the partner pool for its Audience Engagement API is limited, with LinkedIn keeping a close eye on how its data is used. LinkedIn also notes that these are “aggregated insights that do not identify our members,” ensuring that user privacy is kept in focus.

LinkedIn has also made it easier for marketers to discover trending topics and content that key audiences like to engage with. These insights can help inform content marketing strategies and assist content leads in knowing what to post and who to target.

LinkedIn has been testing its audience engagement features over the past few months, and two partners in the test group have since commented on LinkedIn’s blog post announcing the new insights.

Hootsuite vice president of alliances, Stefan Krepiakevich said,

The added capabilities will enable Hootsuite Impact customers to discover new audiences to improve campaign targeting while increasing organic and paid performance on LinkedIn.

And Amobee senior VP of social sales and partnerships, Johnny Horgan added,

We’re excited to blend LinkedIn insights with Amobee’s Brand Intelligence solution to give a new perspective into professional content and engagement trends. This unique collaboration allows Amobee to paint a more holistic picture for clients and provide them with expanded layers of insight that guide their marketing strategies.