With LinkedIn rolling out AI-powered “Accelerate” campaigns globally and introducing new video features in India, it’s crucial to stay updated on these innovations to maximize your LinkedIn presence. Additionally, insights from LinkedIn’s 2024 B2B Marketing Benchmark Report emphasize the need for AI upskilling in marketing. To learn more about these developments and how they can benefit your brand read the whole article below!
LinkedIn Expands Automated “Accelerate” Campaigns to All Brands
LinkedIn is expanding its AI-powered “Accelerate” campaigns globally, following successful testing with select partners since October. The feature automates the entire campaign creation process by analyzing the provided URL and the company’s LinkedIn presence to recommend a comprehensive campaign strategy in just five minutes. This includes creating engaging content through integration with Microsoft Designer. Advertisers can further refine and adjust these AI-generated campaigns before launch, making the process more efficient and potentially more effective.
Source: SocialMediaToday
In addition to broader availability, the platform is enhancing “Accelerate” with new tools, such as integrating customer data and exclusion lists for more precise targeting. The AI marketing assistant is also being upgraded to offer more detailed recommendations for improving campaigns. Despite potential reservations about relinquishing control to AI, initial results show a 15% increase in campaign creation efficiency and a 52% reduction in cost per action compared to traditional methods. These promising outcomes suggest that those campaigns could be a valuable tool for advertisers looking to optimize their LinkedIn marketing efforts.
LinkedIn Extends New Video Feature to India
LinkedIn has introduced its new video feature to India to enhance knowledge sharing among its professional community. This launch follows a significant 20% year-over-year growth in LinkedIn’s Indian user base, which has now exceeded 130 million, marking the highest growth globally. With 60% of India’s 350 million internet users consuming video content, LinkedIn’s new interactive, swipe-based video experience aims to provide users with immersive and meaningful content.
Source: FreePik
LinkedIn’s Vice President of Product Management, Gyanda Sachdeva, emphasizes that evaluating the time spent on specific posts provides more insightful engagement metrics than the total time spent on the platform. This method helps LinkedIn understand which types of content resonate most with users, with video content showing particularly promising results. LinkedIn is collaborating with notable entrepreneurial creators like Jay Singh, Namita Thapar, and YouTuber Arun Prabhudesai as part of its strategy. These partnerships are designed to help monetize LinkedIn’s video platform through targeted advertisements and collaborative ventures, enhancing user experience and positioning LinkedIn strategically in India’s growing short-form video market.
Big AI Knowledge Gap Comes to Light in LinkedIn’s 2024 B2B Marketing Benchmark Report
LinkedIn’s 2024 B2B Marketing Benchmark report reveals a significant AI knowledge gap in marketing teams despite the increased use of generative AI (GAI). While two-thirds of B2B leaders use GAI, only 28% feel they understand it well. The main challenge is insufficient AI skills, with 43% citing this as a barrier to AI implementation. Upskilling is crucial, as 71% of leaders prefer hiring candidates with AI literacy over those with more experience but no AI skills.
Source: LinkedIn B2B Marketing Benchmark 2024
The report suggests several strategies to address this gap:
- Training and Setting Guidelines: Organizations need to ensure that all members understand how to use AI in marketing effectively. Training should focus on practical scenarios where AI can be beneficial and use staff adept with AI tools as champions to support others.
- Addressing AI Pitfalls: Teams need to be aware of AI’s potential pitfalls, such as lack of humanity, plagiarism risks, inaccurate information, data privacy issues, and poor-quality content.
- Establishing Clear AI Guidelines: The report notes a lack of alignment on GAI guideline-setting within organizations. While 60% of respondents have guidelines, there is a discrepancy between roles, with C-Suite members more likely to affirm the existence of guidelines than directors/managers.
- Providing Skill-Building Resources: The report emphasizes the need for flexible, role-based training to build both basic and specialized AI skills. Among the top AI-related skills being added by marketing professionals are prompt engineering, Midjourney, DALL-E, GPT-3, GPT-4, generative art, stable diffusion, GitHub Copilot, and ChatGPT.
Source: LinkedIn B2B Marketing Benchmark 2024
By addressing these areas, organizations can close the AI knowledge gap, mitigate risks, and leverage AI for competitive advantage in the marketing landscape.
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