LinkedIn is Removing Lookalike Audiences: What Marketers Need to Know

Starting February 29, 2024, you will no longer be able to create new lookalike audiences or refresh and edit current lookalike audiences. Lookalike audiences were designed to help expand audience reach by targeting individuals with similar characteristics to the base audience. Active lookalike audiences will continue to deliver as they appear until the end of February. After 30 days, if a lookalike audience is not active in a campaign, it will be archived.  

LinkedIn has launched predictive audiences, a new tool designed to enhance your campaign’s effectiveness by offering:

• The ability to reach perfect-fit prospects by matching them with your existing customer base’s characteristics
• AI-powered precision to identify high-intent buyers most likely to convert.
• An effortless setup by simply combining your data with LinkedIn’s algorithm to automatically generate a custom audience tailored to your needs.
• Lead generation gold: campaigns see a significant 21% reduction in cost-per-lead.

So what is the difference between the two? Lookalike audiences rely on historical data to mirror past behaviors of customers, assuming these behaviors will persist. In contrast, predictive audiences use AI to forecast future actions based on recent interactions, like website activity and email engagement, allowing for more tailored and anticipatory campaign personalization. This forward-looking approach enhances the experience by accurately predicting customer interests and potential actions. 

Practical Use

Predictive audiences can be created within the audience tab, found in the same location as lookalike audiences. After you name your audience you’ll be able to choose the source. All predictive audience sources require a minimum number of 300 members. Lastly, you’ll choose the location and size of the audience.

Options for expanding LinkedIn audiences in the future:

• Predictive Audiences – expand your campaign’s reach by creating an audience that mirrors the traits of your existing data source who are more likely to convert.
  • Create a more targeted audience with minimal data sources, focusing exclusively on LinkedIn-specific inputs such as lead gen forms, contact lists, or conversions through the Insight Tag.
• Audience Expansion: Target groups that share key characteristics with your primary audience, broadening your reach while maintaining relevance.
  • Attributes specifically excluded from your target audience will not be included in audience expansion.
  • When creating the campaign’s targeting, the audience count will not include members from audience expansion.
  • Audience expansion is not available when predictive audiences are selected.
• LinkedIn Audience Network – deliver ads beyond the LinkedIn feed to members on third-party apps and sites.
  • The same targeting parameters, bid type, and budget created for your campaign applies.
  • This is only available for the following ad formats: single image, carousel, document, and video ads.