Podcast Summary: Social Media Marketing Talk Show Episode: LinkedIn Updates: Video, Ads, Q2 Performance, and More
Host: Michael Stelzner, Social Media Examiner
Release Date: February 17, 2025

Introduction

In this episode of the Social Media Marketing Talk Show, host Jerry Potter delves into the latest updates from LinkedIn that are crucial for marketers. Joining him is AJ Wilcox, the world's leading LinkedIn Ads expert and CEO of B2Linked. Together, they explore significant changes in LinkedIn's advertising tools, platform performance, AI integrations, and video functionalities, providing valuable insights for businesses aiming to enhance their social media strategies.

LinkedIn Ads Attribution Updates

Timestamp: [01:33]

AJ Wilcox begins by discussing LinkedIn's recent advancements in ad attribution. LinkedIn's engineering team has released detailed insights into their approach to attribution, emphasizing transparency and reliability. Wilcox highlights the introduction of the Revenue Attribution Report, a free tool for advertisers that integrates with CRM systems to trace how LinkedIn interactions contribute to closed deals.

AJ Wilcox [02:22]: "We're going to look and tell you how LinkedIn may have played a role in acquiring that."

This development allows marketers to understand the impact of their ad spend more clearly, enhancing their ability to measure return on investment (ROI) effectively.

Microsoft Ads Integration with LinkedIn

Timestamp: [07:20]

The conversation shifts to the integration between Microsoft Ads and LinkedIn. Since Microsoft's acquisition of LinkedIn, advertisers can now leverage LinkedIn-specific targeting within Microsoft Ads. Wilcox explains that this integration allows for targeting based on company names, industries, departments, job titles, and company sizes.

AJ Wilcox [08:47]: "If you can use the same targeting on Microsoft, you could reach the same audiences at what I would consider a huge discount."

This move not only expands the advertising inventory but also offers a cost-effective alternative to LinkedIn ads, making it an attractive option for B2B marketers.

LinkedIn Q2 FY25 Performance Highlights

Timestamp: [10:58]

AJ Wilcox provides an overview of LinkedIn's Q2 FY25 performance report, emphasizing a 9% year-over-year growth in membership, bringing the total to over a billion profiles. Notably, there has been a 37% increase in comments, indicating heightened user engagement and an active user base.

AJ Wilcox [12:18]: "If people are commenting and you know... you're going to get that video distributed to a lot more people."

This growth not only signifies a healthy platform but also creates more advertising opportunities and potentially lowers ad costs due to increased user activity.

AI Integration on LinkedIn

Timestamp: [13:31]

The discussion moves to the integration of Artificial Intelligence (AI) within LinkedIn. Wilcox notes that approximately 40% of premium LinkedIn subscribers have utilized AI features for profile enhancement. Microsoft is embedding AI-driven tools to suggest profile improvements and optimize content, although there are concerns about AI-generated interactions potentially diminishing authentic user experiences.

AJ Wilcox [15:02]: "We see in general when you go to interact on the newsfeed, there will be prompts that say like, hey, we'll write a comment for you."

Despite some reservations, the AI advancements aim to assist users in maximizing their LinkedIn presence and improving content performance.

Changes to LinkedIn Top Voice Blue Badges

Timestamp: [16:00]

LinkedIn has revised its Top Voice Blue Badges, introducing a six-month expiration period. Previously, once earned, these badges were permanent, signifying long-term recognition of thought leadership. The new policy requires continuous engagement to retain the badge, ensuring that only active and consistently contributing members maintain this status.

AJ Wilcox [17:10]: "They really do want to reward the people who are ultra active on the platform and preaching LinkedIn from the rooftops."

This change encourages ongoing participation and content creation, fostering a more dynamic and engaged community of influencers.

LinkedIn Video Updates

Timestamp: [18:13]

One of the most significant updates discussed is LinkedIn's focus on video content. The platform has seen a 36% increase in video watch time year-over-year and a growth rate in video creation that outpaces other post formats by twice the rate. LinkedIn is enhancing its video advertising capabilities, including full-screen vertical video experiences on mobile devices and improved call-to-action features.

AJ Wilcox [19:18]: "Video ads are... the highest performing ads on LinkedIn."

Additionally, LinkedIn is experimenting with a vertical short-form video feed, similar to TikTok, aiming to increase user engagement and ad impressions. The ability to track average watch time for videos provides marketers with deeper insights into content performance and audience preferences.

Conclusion

The episode wraps up with a promotion for the upcoming Social Media Marketing World 2025, where Jerry Potter and AJ Wilcox will continue discussions on leveraging these LinkedIn updates for marketing success. Listeners are encouraged to explore these new features and integrations to stay ahead in the competitive landscape of social media marketing.

This comprehensive summary encapsulates the key discussions and insights from the episode, providing marketers with actionable information on maximizing LinkedIn's evolving platform features for enhanced social media strategies.