LinkedIn Shifts: Navigating Away from Lookalike Audiences

TL;DR

Starting February 29, 2024, LinkedIn will no longer support Lookalike Audiences, preventing creation or editing of such audiences and making existing ones static. Instead, LinkedIn recommends transitioning to Predictive Audiences for targeted high-intent campaigns or Audience Expansion to broaden reach. Existing lookalike campaigns will continue with static data until further changes are made. Pixel Path is here to assist in integrating these new tools to maintain the effectiveness of your digital marketing strategies.

Understanding the Change

LinkedIn is setting Lookalike Audiences to sunset. This means:

• No New Creations or Edits: You won’t be able to create new or edit existing lookalike audiences.

• Static Data: Existing lookalike audiences will no longer be refreshed; they'll become static, meaning their data won’t update.

• Continued Campaign Delivery: Campaigns using existing lookalike audiences will still run but will use the now static audience data.

• API Discontinuation: The Lookalike API will also be discontinued, affecting those who use third-party marketing partners to create these audiences.

Embracing the New Alternatives

To fill the void left by the phasing out of Lookalike Audiences, LinkedIn suggests two robust tools designed to help marketers continue to reach their target demographics effectively.

1. Predictive Audiences

This tool leverages artificial intelligence to analyze your existing data (like contact lists, Lead Gen Form responses, or conversion data) and predictively models an audience that resembles your best converters.

2. Audience Expansion

Audience Expansion works by taking your specified targeting criteria and extending your reach within LinkedIn’s vast network, finding new profiles that match professional demographics similar to your current audience.

Managing the Transition

For those currently utilizing Lookalike Audiences, here are a few steps to manage the transition smoothly:

• Transition Plan: Begin creating and integrating Predictive Audiences or enabling Audience Expansion in your campaigns to maintain dynamic audience targeting.

• Archive and Deletion: Unused lookalike audiences will be archived after 30 days of inactivity and eventually deleted if they expire, emphasizing the need for timely campaign updates

How This Affects Your Marketing Strategy

The discontinuation of Lookalike Audiences marks a significant shift in LinkedIn’s advertising capabilities. While it may initially seem like a setback, the introduction of Predictive Audiences and Audience Expansion offers new avenues for reaching potential customers. These tools are designed to be more aligned with the evolving needs of digital marketers, focusing on AI-driven predictions and broader demographic targeting.

At Pixel Path, we are ready to help you navigate these changes. Whether it’s integrating the new features into your existing campaigns or rethinking your LinkedIn strategy altogether, our team is here to ensure that your digital marketing efforts remain effective and innovative.