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LinkedIn Introduces New Audience Engagement Insights Through Third-Party Partnership

author image Written by: Jérôme Léon           Categories - In The News, Social Media

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. 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.

Jérôme Léon

Instagram Updating Its Ranking Algorithm 

04/21/2022

Instagram chief Adam Mosseri announced that Instagram is adding a few changes in order to put more focus on creators and the credit they get. One of the mentioned changes is updating its ranking algorithm with the goal to put more focus on original work. Judging by the number of copy-paste posts we’ve seen so far, this update should have been made a long time ago.

 

Making Sure The Credit Goes To Those Who Deserve It

Instagram announced the following changes:

  • Product Tags – it will now be available to everyone. So, no matter who you are, you will be able to tag products and drive traffic and attention to a business, creator or a company that they like.
  • Enhanced People Tags – now, you can add a category for yourself (into profile, edit profile) which will show up when you are tagged in a photo or a video. This makes sure you have your identity be what you want it to be, and credited according to your wishes.
  • Ranking – people that actually created something from scratch should be more credited for that, so the algorithm will focus more on that kind of content.

“We are going to do more to try and value original content more, particularly compared to reposted content. So, more to come there as well.” – said Mosseri in the announcement.

But, what does it exactly mean? As mentioned in SocialMediaToday, the changes in ranking are not that well explained and it’s not clear if any penalization will happen.

What Will Affect The Ranking?

The Twitter community did have some questions regarding the originality of content and asked about editing outside of the app. If you remember, Instagram started down-ranking content that was re-shared from other apps. So, if you will be re-posting your TikTok with a watermark on it, your content will still be penalized. However, if you only edited it off the Instagram app, that shouldn’t be a problem and won’t affect your rank.

Still, Mosseri admits that Instagram can’t know for sure if a content piece is an original or not. They only build classifiers that will show how likely something is to be an original, but they can never know for sure. It’s still a work in progress.

Posting History Is Also A Factor

Content aggregators are the focus of this update, and Instagram will be able to determine this with the account’s posting history. Instagram is more likely to detect that an account is an aggregator if it re-posts a lot of content from other accounts.” So if you’re re-posting a lot of content from other accounts, you’ll likely see a drop in reach.

The main goal of the whole update is, as we mentioned, to give more credit to original creators, but the system is not yet perfect. However, Mosseri said that Instagram will continue to improve its detection features over time to better distinguish where the content comes from and who posts original content, to promote the real creators and reduce the influence of big farm accounts.

It looks like it’s time to say goodbye to reposting trending memes in order to boost engagement.

 

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Google’s Updates You Need To Understand

12/21/2021

We mentioned the new Vicinity update Google has going on. It was an algorithm update no one was prepared for and caused quite a commotion in the community. To avoid history from repeating itself, we must learn from our mistakes – and what better way than going through all of the things that have already happened? It could benefit you if you go through all the major updates Google had in store in the past year and come up with a strategy for the year ahead.

Google Search Biggest Updates in 2021:

For us to have the most relevant and reliable results, Google Search Algorithms are updated thousands of times throughout the year. Of course, most of them go unnoticed, but every now and then one comes along *cough cough* Vicinity *cough cough* and makes a mess. That’s why it’s better to keep track of each change, make sure to understand what is happening and learn how to use them so it can benefit you.

The Page Experience Update

This update was designed to improve the website experience searchers have. Mobile usability, security issues, HTTPS usage, Web Vitals and Ad Experience are all taken into account. The main goal is safer browsing for users and resurfacing flags in the Page Experience Report.

What To Do?

  • Work on your loading speed
  • Make sure your page has a mobile-friendly version, with no usability errors
  • Make sure your page is secure and use HTTPS
  • Don’t use interruptive, distracting or unfavourable advertising techniques

Here’s a helpful resource for optimizing your page for this update.

Link Spam Update

This was when Google reminded us about the importance of good content and quality links. The update was and still is effective at identifying and nullifying link spam across multiple languages.

What To Do?

  • You need high-quality link building
  • Create high-quality content
  • Focus and improve the user experience
  • Avoid useless linking!

Broad Core Updates

It took longer than expected, but it is done. As usual, Google didn’t offer a lot of advice on how to deal with a core update except to try hard all the time. This update had also caused big commotion since we saw some pretty weird pages ranking high. The conclusion was, again, to use quality backlinks.

ProTip! – Improving content and backlinks might help you to recover more than fixing the technical aspect!

Product Reviews Update

This update was designed to reward in-depth product reviews and “punish” irrelevant, summary-of-a-product type of content. Instead, a review should be relevant and detailed. We have also learned that Google and potential customers like seeing realistic reviews, even if that means seeing a few bad ones as well.

What to do?

  • Write longer, knowledgeable reviews
  • Add your own content, not just the manufacturer description
  • Describe how a product has evolved from previous models
  • Include the Pros and Cons

Here’s more advice on what you should know about the product reviews update and how to handle it.

MUM

Google also introduced us to the Multitask Unified Model which uses AI to help searchers. It “speaks” 75 different languages and understands both image and the written word. However, it might understand much more in the future, since Google keeps saying they’re working on expanding this capability to video and audio.

One of the first things MUM learned to do is to keep track of vaccine queries and it will continue bringing more understanding to Google’s algorithms.

Vicinity

This is a fresh one and we’re still trying to figure out what exactly happened so that keywords aren’t as important anymore. Maybe the lesson with this update is not to violate Google’s guidelines and add keywords for the sake of it. It seems like new businesses are winning with this one.

 

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