Navigating LinkedIn’s Latest Shift: An Advertiser’s Perspective on the End of Lookalike Audiences

In the ever-evolving landscape of digital marketing, staying ahead means embracing change and leveraging new opportunities. LinkedIn, a key platform in our digital toolkit, has announced that it will sunset its lookalike audiences feature in Campaign Manager by February 29, 2024. This move marks a significant shift in audience targeting tactics, and it’s crucial for us to understand and adapt to these changes.


Lookalike audiences have been a cornerstone in digital marketing, enabling us to expand reach by targeting users with similar characteristics to our existing audience. However, LinkedIn’s decision to phase out this feature signals a move towards more advanced targeting techniques. The focus now shifts to predictive audiences – a tool that not only mirrors the capabilities of lookalike audiences but enhances them with smarter, data-driven insights.


The introduction of predictive audiences is a game-changer. It uses sophisticated algorithms to not just find similar audiences but to pinpoint potential buyers who are more likely to engage and convert. This approach is rooted in efficiency and effectiveness, as evidenced by campaigns that have witnessed a 21% reduction in cost-per-lead.


What does this mean for us as marketers and for you, our valued clients? Primarily, it emphasizes the need to be agile and adaptable. The digital marketing world is constantly changing, and staying ahead requires us to embrace new technologies and approaches. Our role as your partner is to guide you through these transitions, ensuring your marketing strategies remain effective and cutting-edge.


As we approach the February 2024 deadline, existing lookalike audiences will still function, but the creation of new ones will cease. This is our cue to start exploring and integrating predictive audiences into our campaigns. It’s not just about replacing one tool with another; it’s an opportunity to refine our targeting strategies, making them more precise and cost-effective.


We understand that shifts like this can be challenging, but they also present opportunities for growth and innovation. As your agency, we’re already exploring the capabilities of predictive audiences and other advanced tools LinkedIn offers, like audience expansion. 


Predictive audiences go beyond traditional demographic-based targeting by leveraging LinkedIn’s data and machine learning to anticipate future user behaviors. Instead of solely focusing on the current audience profile, it predicts potential customers based on their activity and engagement. This allows for not just wider, but more precise targeting—reaching people precisely when they’re most likely to be interested in our offerings.

This change from LinkedIn underscores a broader trend in digital marketing: the move towards more intelligent, data-driven strategies. As we navigate this shift together, we’ll continue to provide insights and guidance, ensuring your campaigns not only adapt but thrive in this new era. Our commitment is to ensure that your campaigns leverage the best available technologies to achieve your marketing goals.


While we say goodbye to lookalike audiences, let’s embrace the new possibilities that predictive audiences bring. Here at ArtForm, we’re excited to lead the way in this next phase of digital marketing, ensuring your campaigns remain impactful, relevant, and ahead of the curve. Sign up for our newsletter to stay in the loop on updates and strategies from us as we continue to navigate the digital marketing landscape together.