LinkedIn's new Audience Engagement API helps marketers discover new audiences

LinkedIn today announced Audience Engagement, a new category of the LinkedIn Partner Program. As part of this program, select partners will have access to LinkedIn Audience Engagement API that will allow marketers with new insights to discover new audiences, serve engaging content and give insights into how competitors are engaging customers. Amobee, Annalect, Hootsuite, Ogilvy, and Sprinklr are the five launch partners for LinkedIn Audience Engagement API.

LinkedIn Audience Engagement will help marketers in the following ways:

• Compose compelling content that will resonate with your target audience. LinkedIn has 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.
• Uncover new audiences by knowing who is engaging with your content. With more than 645M members on LinkedIn, it can be hard to keep track of who you should be engaging with on the platform. You can now 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.
• 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.

You can learn more about LinkedIn Audience Engagement API here.