LinkedIn Expands the Marketing Partner Program With New Engagement Insights

New Audience Engagement category brings added insights to help marketers be more successful on LinkedIn

August 13, 2019

Integration partners include Amobee, Annalect, Hootsuite, Ogilvy, and Sprinklr

Reaching and engaging the right audiences at scale is one of the key challenges that you’ve shared with us. While we’re seeing record levels of engagement in the feed and content shared across the platform, we understand that it can be difficult to identify the audiences you should be targeting and the kinds of content they’re likely to engage with.

Today, we’re excited to announce a new category to the LinkedIn Partner Program - Audience Engagement. Launch partners including Amobee, Annalect, Hootsuite, Ogilvy, and Sprinklr have integrated the LinkedIn Audience Engagement API to create offerings that enable customers and clients to discover new audiences, better understand the types of content those audiences are engaging with and see how your content is performing against industry benchmarks. 

With these insights, you can better refine your content strategy and make smarter marketing decisions to help deliver better ROI for your LinkedIn ad campaigns and organic posts. This new partner category provides three key benefits, including: 

  • Audience discovery. With more than 645M members on LinkedIn, it can be hard to keep track of who you should be engaging with on the platform. Our integration partners enable you to discover new audiences who have high engagement with topics and articles related to your industry. This also helps you discover new groups you can engage with for your next marketing campaign.  


  • Content recommendations. We’ve also made it easier to discover trending topics and content that your key audiences are engaging with. These insights can help inform your content marketing strategy, helping you know what to post (and whom to target) on LinkedIn.


  • Industry benchmarking. Sometimes it’s helpful to know how your content is performing against others in your industry. Now you can better understand the kinds of content your competitors are posting and how their engagement compares against your own. These insights can help optimize your targeting and content strategy. 

Over the past few months we’ve been testing this feature and here’s what our partners had to say:

“As a strategic partner of LinkedIn, we are thrilled to be one of the first partners to have access to LinkedIn’s Audience Engagement API to deliver added value to our Hootsuite Impact customers. The added capabilities will enable Hootsuite Impact customers to discover new audiences to improve campaign targeting while increasing organic and paid performance on LinkedIn.” -- Stefan Krepiakevich, VP, Alliances, Hootsuite
“We’re excited to blend LinkedIn insights with Amobee’s Brand Intelligence solution to give a new perspective into professional content and engagement trends. This unique collaboration allows Amobee to paint a more holistic picture for clients and provide them with expanded layers of insight that guide their marketing strategies.”  -- Johnny Horgan, Senior Vice President of Social Sales and Partnerships at Amobee

This new category is the next step in our journey to bring enhanced partner capabilities to help you grow your business on LinkedIn. 

To protect our members’ privacy, we only provide aggregated insights that do not identify our members. Also, access to the Linkedin Audience Engagement API is currently limited to a small subset of partners. For more information visit our partner page