LinkedIn Ends Lookalike Audiences: What Advertisers Need to Know

​LinkedIn has announced that, effective February 29, 2024, it will discontinue its Lookalike Audiences feature, a tool that has enabled advertisers to reach new users resembling their existing customer base.  This strategic move is part of LinkedIn's ongoing efforts to enhance advertising efficiency and align with evolving data privacy standards.​

Understanding Lookalike Audiences

Introduced in 2019, Lookalike Audiences allowed advertisers to expand their reach by targeting users similar to their current customers or website visitors. By analyzing data such as demographics, interests, and professional backgrounds, this feature identified new users likely to be interested in a business's offerings. This approach facilitated brand awareness and lead generation by efficiently connecting with potential customers.

Transition to Predictive Audiences

As Lookalike Audiences phase out, LinkedIn recommends advertisers adopt Predictive Audiences. This AI-driven tool leverages machine learning to analyze conversion data, lead generation forms, and contact lists, identifying users who are more likely to convert. To create a Predictive Audience, advertisers need a minimum of 300 individuals in the selected data source, with a limit of 30 predictive audiences per ad account. Notably, these audiences cannot be shared between accounts, and campaigns using Predictive Audiences will not have the option to expand their audience reach.

Utilizing Audience Expansion

Another alternative is Audience Expansion, which broadens target demographics using LinkedIn's professional data. This feature can be combined with Matched Audience segments to enhance targeting precision. Performance metrics include data from both the initially targeted group and the expanded audience. However, certain limitations exist, such as the inability to widen audiences for adaptive ad formats or behaviors predicted by the platform.

Implications for Current Campaigns

Advertisers currently using Lookalike Audiences must transition to Predictive Audiences or activate Audience Expansion to maintain dynamic targeting. Existing Lookalike Audiences will become static after February 29, 2024, ceasing to refresh with new data. Active campaigns using these audiences will continue to deliver to the static audience pool, but new creations or edits will be disabled. Additionally, LinkedIn's API for creating Lookalike Audiences through third-party platforms will be discontinued, necessitating alternative strategies for marketers relying on such integrations. ​

Adapting to the New Targeting Landscape

The retirement of Lookalike Audiences signifies a shift towards more advanced, AI-driven targeting methods. Advertisers are encouraged to familiarize themselves with Predictive Audiences and Audience Expansion to continue reaching relevant audiences effectively. This transition offers an opportunity to leverage LinkedIn's sophisticated data analytics and AI capabilities, potentially enhancing campaign performance and aligning with modern digital marketing trends.​

Actionable Steps for Advertisers

To adapt to these changes, advertisers should:

• Assess Current Strategies: Review existing campaigns utilizing Lookalike Audiences and plan for transitioning to alternative targeting options.​
• Leverage First-Party Data: Utilize customer data from lead generation forms and contact lists to create Predictive Audiences, enhancing targeting precision
• Explore Audience Expansion: Combine Audience Expansion with Matched Audiences to broaden reach while maintaining relevance.​
• Monitor Performance: Regularly analyze campaign metrics to understand the effectiveness of new targeting methods and adjust strategies accordingly.​

By proactively embracing these alternatives, advertisers can continue to effectively engage their target audiences on LinkedIn, ensuring their marketing strategies remain robust amidst the platform's evolving features.​