Hi Francesco, thank you for accepting this interview. First of all, tell us something about yourself.
I have been accompanying companies for more than twenty years in a practical and concrete way to best approach the opportunities offered by digital for their different needs.
For more than 10 years I have been a teacher in university Masters france phone number library and Business Schools in the field of Communication, marketing, sales network and Human resources.
Do you have any updated LinkedIN data to share with us, especially on Italian users?
Today on LinkedIn we are almost 19 million users in Italy alone, but what makes the most difference today is the multitude of specific data that each one shares: from the professional qualification, company, business sector, skills etc.
It's been a few years since Microsoft acquired LinkedIn: about 7. You've always known and used LinkedIn: what's your opinion on the evolutions post-acquisition by Microsoft?
The most interesting development is undoubtedly the growth of LinkedIn’s advertising system , which now includes the integration with company data we mentioned earlier.
This has increased the number of different LinkedIn business sectors to more than 500 , up from just 147 previously.
⇒ Check out the very useful updated list of all LinkedIn business sectors !
Can you make a quick list of all the types of ads available today on the LinkedIn Ads platform?
Of course, currently the types of ads on LinkedIn Ads are:
Ads with a single image
Image ads in form format
Video Ads
Event Announcements
Text Ads
Message Format Announcements
Follower Ads
Spotlight Ads
Job offers announcements
Document Announcements
Conversation format ads
From your perspective, do campaigns aimed at increasing followers on a LinkedIn brand page make sense? Are they useful for lead generation or just functional for vanity metrics?
I always explain that LinkedIn is about quality, not quantity .
So on an organic level, followers are really almost just vanity metrics, especially with the little visibility that page posts enjoy nowadays.
The situation is different when we generate indirect followers following campaigns: together with the sales people I follow, we consider these users as real leads , because they are people who perform the action of following the page with the (utopian) idea of seeing the posts on that page.
But be careful not to fall into the error of running advertising campaigns just to get followers that don't make sense: I specified that they are indirect followers, that is, they follow us following content that we have sponsored. And that's a whole other thing.
From your perspective, will there be other types or formats of LinkedIn ads coming out in the short/medium term?
Yes, a very dense roadmap of updates is planned , linked not only to the formats but also to the type of posts to be published.
I especially believe that the recently introduced ability to promote personal posts has the potential to disrupt the use of LinkedIn Ads for many businesses.
