LinkedIn will discontinue lookalike audiences on February 29.

Why we care. Earlier than March, advertisers should modify their viewers concentrating on technique, as they’ll not be capable to create new lookalike audiences or edit present ones.

What are lookalike audiences? A lookalike viewers permits your advertisements to achieve new people who’re doubtless eager about your online business as a result of they share related traits along with your present prospects.

Motion wanted. Beginning in March, the platform suggests exploring different choices to attach with related audiences and pinpoint potential consumers who’re more than likely to take motion, corresponding to:

• Predictive audiences: For contact record, conversion, or Lead Gen Type knowledge sources.
• Viewers growth: For Matched Audiences and LinkedIn attribute concentrating on, corresponding to by talent or curiosity.

Implications for present campaigns. For present advert campaigns utilizing lookalike audiences on LinkedIn, you’ll need to shift to predictive audiences or activate viewers growth to sustaining a dynamic concentrating on technique. LinkedIn is offering a 30-day grace interval throughout which unused lookalike audiences can nonetheless be accessed earlier than being archived.

It’s additionally vital to notice that LinkedIn’s API for creating lookalike audiences by way of third-party advertising and marketing platforms, corresponding to HubSpot, will not be out there. Entrepreneurs counting on these integrations to construct audiences might want to discover different choices.

Deep dive. Learn LinkedIn’s announcement in full for extra info.