蘑菇AV

The leading social channels for B2B ad spend are LinkedIn and Meta鈥攕pecifically Facebook and Instagram. These platforms are rolling out genAI tools in 2023, such as LinkedIn鈥檚 Copy Suggestions tool, which can help with the success of advertising campaigns. LinkedIn dominates social, followed by Meta. LinkedIn will take 20.3% of B2B digital ad spending in 2023.

LinkedIn argued that it should be exempt since its content isn鈥檛 aimed at minors, and X owner Elon Musk called the law a 鈥渂ackdoor way to control access to the internet.鈥�. Our take: Forcing users 16 and younger off platforms and preventing them from creating accounts represents a significant loss of user data for sought-after demographics.

LinkedIn offers marketers a compelling alternative to acquire data. LinkedIn鈥檚 walled garden manages the collection of data and ensures General Data Protection Regulation (GDPR) compliance on behalf of marketers. It also obtains consent from its members to use anonymized contact and firmographic data for marketing. LinkedIn is also known as a reliable source for B2B professional and company data.

LinkedIn revenues: up 10% YoY (9% in constant currency). Ads as a growth engine: The company鈥檚 Bing search engine and Edge browser helped ad revenues outpace the company鈥檚 overall performance.

Job insecurity is sending young users to LinkedIn, while tight budgets are keeping B2B advertisers focused on LinkedIn, where they know they can target the right audience. New features: LinkedIn is courting creators with several new features, a smart move as B2B professionals鈥� social media activity increases.

And even if you look at forums like Reddit, that used to be for technology, engineers and gamers, influencers are in Reddit, LinkedIn, and all these places that you hadn't seen them before because they're really branching out. And so I would say yes, go with the creator that's on all forms of media and be sure that you can track how they're sharing. Minda Smiley (25:37):.

LinkedIn. MarketingProfs.

LinkedIn ushers in new efficiencies with AI-generated copy suggestions. Closing the loop: A buyer鈥檚 guide to retail media ad types. More Chart of the Day:. 7/18 - Top 10 countries on Threads. 7/17 - $600 billion ad question. 7/14 - AI and market analysis. 7/13 - Don鈥檛 fear the AI. 7/12 - B2B鈥檚 LinkedIn the chain.

Last October, LinkedIn introduced generative AI-powered ad tools that provide campaign optimization recommendations for content, including copy and headlines, and audience targeting. LinkedIn grows as a content hub.

What鈥檚 new: Microsoft-owned LinkedIn is boosting creator and AI tools. New AI tools have just been announced for LinkedIn鈥檚 marketing, sales, and job-hunting products. The new marketing product, Accelerate, will help marketers run campaigns directly on LinkedIn without needing extensive technical experience.

On social media, LinkedIn will account for 47.2% of display ads, per our forecast. Use this chart: Marketers and retailers can use this chart to strategize B2B advertising across digital platforms and justify increased investment in B2B marketing. Related 蘑菇AV reports:. US B2B Digital Ad Spending Forecast 2024 (Subscription required). How CMOs Are Maximizing ROI (Subscription required).

LinkedIn owner Microsoft is a key investor in OpenAI: Given Microsoft鈥檚 heavy focus on AI, it鈥檚 hardly a surprise that LinkedIn has integrated the tech across its platform, including an AI writing tool that automatically generates a text post. LinkedIn has also leveraged its tie to OpenAI to help develop an AI-powered experience for Premium members.

Similarly, a drop in job listings and evaporating advertising budgets are taking their toll on job sites like Indeed, LinkedIn, and Glassdoor, which will continue to be a telltale sign of current job and hiring trends. For businesses focused on HR and hiring, economic fallout will likely continue until Big Tech starts hiring again.

The offering includes all types of content creation across social media platforms like TikTok, Instagram, X, YouTube, LinkedIn, and Facebook, as well as podcast hosting. How we got here: The launch comes a year after Havas released its Point.1 data offering, which analyzed a large-scale data set of global physicians鈥� attitudes and beliefs.

LinkedIn. NCR Voyix. Payments Dive. PayPal. PYMNTS.com. Shift4. Shopify. Square. Stripe. TechCrunch. Toast. World Economic Forum.

LinkedIn revenues grew 8%. Google's 鈥淪earch and Other鈥� revenues are holding steady (just 1.87% growth)鈥攁lthough YouTube ad sales actually dropped. By comparison, Microsoft鈥檚 search and news advertising revenues (excluding traffic acquisition costs) jumped 10%. Alphabet also announced $70 billion in additional stock buybacks, signaling the company's confidence in its financial health.

LinkedIn has become a hub for journalists. The app has become a go-to for sharing articles and engaging with readers. It is catering to those users, by promoting posts and videos in its 鈥淟颈苍办别诲滨苍 News鈥� feed, for example. Still, many journalists can鈥檛 fully quit Twitter, mainly because they鈥檝e spent years building their presence on the platform and there is no exact replacement.

Last month, LinkedIn adopted the C2PA standard for labeling content in an effort to increase transparency. LinkedIn joins publishers like the BBC in adopting the standard. The standard is open source, so any publisher can adopt it using documentation available through the C2PA. The standard uses provenance data to capture and record information that demonstrates a photo, video, or audio鈥檚 origin.

In 2024, a perfect storm of technology, business, and consumer behavior trends will conspire to intensify the challenges of protecting brands on digital media.

Short-form social media videos produce the highest ROI, according to a March 2024 LinkedIn survey. Experts said shorter videos are important for initial engagement. B2B marketers also need to create short-form video content for algorithmic visibility on platforms such as YouTube, TikTok, Instagram, and LinkedIn.

In response, LinkedIn created Thought Leader Ads, which allows advertisers to sponsor content from LinkedIn members, expanding the ways they can reach audiences. Effective B2B influencer marketing isn鈥檛 about celebrity status. In B2B, the focus is on value creation, trust-building, and collaboration.

The LinkedIn user base is getting younger. On this top B2B network, millennials and Gen Zers will make up 61.6% of total US users in 2023, per our forecast. User growth this year will be most notable in Gen Z, rising 20.0% YoY. B2B buyers use social media to reach sellers and to share experiences.

More than half (55%) of B2B marketers worldwide agree that short-form social videos produce the highest ROI, per March 2024 data by LinkedIn and Ipsos. This year, video uploads on LinkedIn will increase 45% YoY, which can help boost its connected TV ad platform, launched in April. Use this chart:. Make a case for investments in video production. Explore underutilized channels to reach B2B buyers.

Older Gen Zers use Facebook, LinkedIn, Reddit, and the former Twitter (now called X) more than teens. Teens have a higher preference for YouTube for viewing long videos. The big takeaway: The fact that Gen Z鈥檚 attention is divided for key social media activities spells potential opportunities for brands and the major social networks.