Using social media to connect with local audiences at global scale is critical for businesses that strive to have worldwide impact. While a consistent flow of content is key to engagement, making it highly relevant is even more important.
Today, LinkedIn is introducing two new capabilities: language preference targeting and the personalized page feed. These new solutions, created for the Company Pages and Showcase Pages experiences, are designed to help global brands with multi-regional representation become more effective through more local content and conversation on LinkedIn.
Sixty-seven percent of our 300 million members on LinkedIn are located outside of the United States, and our site is available in 22 different languages. We also have several million brands using Company Pages and Showcase Pages, with the vast majority created internationally. We know relevance is a big part of the equation when it comes to successfully capturing the attention of professionals. This is why it’s important to simplify and streamline the member experience to enable even more relevant communication between companies and members.
Through language preference targeting, brands with an audience from around the world can now target their Company Updates by the users’ selected language. For example, a U.S. based company targeting Portuguese-speaking professionals in Brazil can now share updates in Portuguese with followers who have selected it as their preferred language on LinkedIn.
Additionally, because we’re also launching the personalized page feed, when a member visits a Company Page, that page’s feed will only show updates intended for them. For instance, if a company targets an update to members in France and another to members in Brazil, each group would only be presented the region specific update. This also holds true for other targeting filters including company size, industry, function, seniority, geography, and now language preference.
With these features, global companies can have a more relevant exchange with their unique audiences. Combined, they ensure that our members see the messages meant for them, written in the language they want to consume on LinkedIn.
It is our goal to consistently optimize the Company Pages and Showcase Pages experience so that they are both highly effective tools for brands and members. Today’s launch of our new solutions for global companies is a reinforcement of our commitment to do just that.
If you are interested in learning more about language preference targeting and the personalized page feed, please visit our site.