LinkedIn Introduces New Features and Changes to Messaging

LinkedIn is constantly evolving to provide a better user experience for its members, and there are some significant updates coming your way. In this article, we'll discuss new features and important changes to LinkedIn Pages and Sponsored Messaging.

Workforce Verification Tab for LinkedIn Pages

LinkedIn is introducing a Workforce Verification tab for Pages. This feature will enable page administrators to control which work email domains can be associated with their organization's LinkedIn Page. Starting in late March, members of an organization will be able to verify their work email if the email domain matches one on the Workforce Verification tab. This verification will be visible to other members.

Super Admins will have the ability to add, delete, and edit domains at any time.

However, it is important to note that removing a domain will also remove verifications from members who have previously used that domain. Admins can disable Workforce Verification by removing all domains from the tab. To learn how to edit your domains from your desktop, click here.

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Changes to Sponsored Messaging

There are some significant changes coming to LinkedIn Messaging that will impact your Message Ad campaigns starting on 22 May 2023.

What's Changing?

LinkedIn recently introduced the Focused Inbox feature to make LinkedIn messaging more simple and intuitive. This year, LinkedIn will evolve its Sponsored Messaging ad formats to work more seamlessly in the two-tabbed inbox experience. To deepen engagement and create meaningful connections in the Focused tab, LinkedIn will introduce Conversation Starter Ads, an evolution of the Conversation Ads Format, on May 22, 2023. At that point, Message Ads will begin to be phased out.

What's the Impact?

Your Message Ad campaigns will change according to the following timeline:

• May 22: Message Ads sunset begins, and you may experience slower campaign delivery
• June 19: Advertisers cannot create new Message Ad campaigns
• July 31: Message Ads delivery ends

What's Replacing Message Ads?

Conversation Starter Ads are a new messaging ad format that appears as a rotation of ads in a fixed placement in the inbox. They encourage members to click to initiate conversations in the "Focused" tab, and will replace today's Sponsored Messages. As with Message Ads, Conversation Starter Ads will not be available in the EU.

What Action Should I Take?

To minimize disruption to your Message Ad campaigns, it is recommended that you switch from Message Ads to Conversation Ads by June 19. Conversation Ads will automatically evolve into Conversation Starter Ads starting on May 22, with availability increasing over time. Conversation Ad campaigns require no action at this time.

For more information, please contact Turn Left Media for additional support.