The Top 5 Digital Marketing News of the Week

This week, the focus of our review will be LinkedIn. The company has made a lot of changes and added new features that cannot be overlooked. 

Meta, on the other hand, has also added new features to Reels, including longer videos and integration of memories. 

You want to know more? Just keep reading.

LinkedIn

LinkedIn has introduced new updates to its Company Engagement Report, providing comprehensive insights into how our LinkedIn content reaches specific company employees we wish to connect with. 

Available within the Matched Audience element of Campaign Manager, the Company Engagement Report reveals how many people from each company are engaging with our content, giving us valuable information for targeting our outreach. Only brands that have used LinkedIn ads or uploaded a matched list can access this feature.

So, what’s new? 

Company Segmentation

The feature of Company Segmentation enables efficient planning and optimization of Account-Based Marketing (ABM). By leveraging engagement data, marketers can create a company list segment in real-time through the engagement report filter, which can be utilized in any campaign. 

This enables us to prioritize accounts and customize content based on the level of engagement within that particular segment.

Company Engagement Report Export

This report allows us an easy analysis and prioritization of accounts by enabling us to download a CSV file. 

This file can be shared with non-campaign manager users, saves time, and gives confidence in capturing the attention of the most valuable audience for our business.

Sales Navigator Gains New Features To Maximize Sales And Opportunities

Sales Navigator has new features that provide more opportunities to make relevant connections, maximize sales and discover new opportunities based on data insights. 

The new 'Relationship Explorer' element helps Sales Navigator users find the right connections for their sales pitches. 

The new 'Personas' feature enables sellers to define their target customers based on job title, function, seniority, and geography, with the ability to create up to five personas that they can use as templates when searching for relevant contacts.

Additionally, the new 'Product Category Intent' filter within Sales Navigator search helps indicate the level of likely interest in a company's product or product category specifically, compared to interest in the company overall.

LinkedIn to use AI in Collaborative Articles to Expand Content

LinkedIn is incorporating AI to enhance its content, starting with a new initiative called Collaborative Articles. This feature will use AI-generated prompts to ask specific users for their expertise and input.

LinkedIn Launches New Job Seeker Tools To Increase Visibility To Recruiters and Job Listings

LinkedIn has launched new tools for job seekers that increase their visibility to recruiters while keeping them up-to-date on job listings within the app. 

The 'Open-to-Work' option now comes with a new element that signals to recruiters and profile visitors that you're open to job offers. When this option is activated in your profile settings, LinkedIn's system also helps you set up job alerts to stay on top of relevant job listings. It will also enable you to register your interest in working for an organization from their company page

The platform has also added a 'Hiring in my network' filter for job searches that shows which first and second-degree connections are recruiting at any given time. 

In addition, LinkedIn is expanding its Skills Match listings on open roles, which displays how your listed skills match up with those in the position, and will soon enable users to share their resume details with all recruiters in the app to expand their opportunities.

New SEO Tools For Articles

LinkedIn is rolling out a tool that allows us to personalize how our LinkedIn articles are presented in search engines, such as Google and Bing. 

With this new capability, we can modify the SEO title and description of our LinkedIn articles, making them more discoverable. 

This feature will help streamline the process of optimizing our content and help it get discovered for the keywords we target.

Meta

New Features for Facebook Reels

Facebook Reels has expanded its maximum duration to 90 seconds, which is an increase of 30 seconds from the previous limit. While this may seem to contradict the "short" aspect of "short-form" video, most apps have been gradually increasing the length of their short-form offerings to enhance usage and engagement. 

In addition, Meta has introduced "Grooves," which automatically aligns videos with the beat of the selected music.

Moreover, Meta has integrated Memories into Facebook Reels by introducing a new feature to "Share as Reel" from the Memories prompt. With millions of Facebook users sharing their Memories on the app every day, adding Reels as a distribution option could potentially increase engagement with the format and draw more users to Reels.

Meta has also announced ‘Templates’ which is a new way to create trendy Facebook Reels easily.

No More Hashtag Topics in Facebook Groups 

Starting from April 3rd Facebook is removing hashtag topics on Groups. 

As per Facebook: 

“Topics in Facebook groups are going away soon. This means that admins won’t be able to add hashtags to other people’s posts or manage the list of group hashtags. However, anyone can still add hashtags to their own group posts, and selecting the hashtag will show other Facebook posts that use that hashtag.”

Stay informed with our weekly column where Iveta Georgieva, our Market Research Analyst, curates the 5 most important updates from the past week. 

Do you want to know which communication channels are right for your business? 3CON has extensive experience in building a brand presence on social media.

Contact us for an individual consultation: office@3con.eu

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