LinkedIn Age Targeting: 2024 Guide

LinkedIn age targeting in 2024 is tricky, but here's how to nail it:

• No direct age targeting available

• Use work experience, job level, and graduation year as proxies

• Focus on professional attributes, not age

• Aim for 300,000+ audience size for best results

Key stats:

• 50.6% of LinkedIn users are 25-34 years old

• Engagement up 44% from last year

• Single Image Ads average 0.87% CTR in the U.S.

Top targeting strategies:

1. Work experience (0-2 years for new grads, 3-10 for millennials)

2. Job level (Entry for young, Manager for mid-career)

3. Graduation year (Last 5 years for early 20s)

Pro tip: Use LinkedIn's Audience Expansion to reach similar users outside your exact criteria.

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LinkedIn's Age Targeting Rules

LinkedIn's age targeting rules balance effective advertising with ethics and legal compliance. In 2024, advertisers must navigate these rules carefully.

LinkedIn's stance? No discrimination based on personal attributes. This covers age, gender, ethnicity, and other protected characteristics. They're serious about it - discriminatory ads get yanked immediately.

But LinkedIn does offer age-based targeting, with some limits:

• Age groups: 18-24, 25-34, 35-54, and 55+

• Age is estimated from profile info, mainly graduation year

• No targeting under-18s in the EU

These age brackets? They're rough guesses. LinkedIn's Chief Marketing Officer, Melissa Selcher, puts it this way:

"Our age targeting is an estimation based on available profile data. It's a tool for relevance, not a means for discrimination."

So, use age targeting wisely, and mix it with other options.

When setting up campaigns, remember:

1. Follow the rules: You're on the hook for obeying all laws and regulations, including local ones.

2. Be clear: Your ads must show who's behind them.

3. Back it up: If you make claims, they need to be true and provable.

LinkedIn's policies can change. Case in point: starting May 15, 2024, you can't use Member Groups for targeting in the EEA or Switzerland. It's part of LinkedIn's push to keep up with privacy laws.

To use age targeting effectively within LinkedIn's rules:

• Mix it up: Combine age with job functions, seniority, or skills.

• Think big: LinkedIn suggests at least 300 members in your audience, but 300,000 is better for sponsored content.

• Stay relevant: Make sure your content fits your target age group.

But remember, age is just one part of the picture. LinkedIn's real power is in its professional data. As Akshay Kothari, LinkedIn's Chief Product Officer, says:

"Our platform's strength is in professional targeting. Age is a factor, but job roles, skills, and industry experience often provide more valuable insights for B2B marketers."

Other Ways to Target Age Groups

LinkedIn doesn't offer direct age targeting, but smart marketers can still reach specific age groups using job-related filters. Let's look at some effective strategies to connect with your target audience.

Work Experience Length

You can use years of experience as a proxy for age. It's not perfect, but it often lines up well:

• 0-2 years: Likely recent grads and young pros in their early 20s

• 3-10 years: Often includes folks in their late 20s to late 30s

• 10+ years: Usually pros in their 40s and up

Marcel Odena, CEO at Magnetica Advertising, says:

"Targeting by years of experience can help reach specific age ranges, as it often correlates with age."

Pro tip: Combine experience with other filters like job functions or skills. For example, target marketing pros with 5-10 years of experience and digital strategy skills to reach mid-career marketers around their early 30s.

Job Level Targeting

Job seniority can also help you reach users based on their career stage:

• Entry-level: Often younger pros, typically in their 20s

• Manager: Usually mid-career, often 30s or early 40s

• Director: Generally more experienced, often 40s or 50s

• VP/C-Suite: Typically senior pros, often 45+

Mix job level with other filters for better results. For instance, target VPs in tech with AI skills to reach senior decision-makers likely in their 40s or 50s.

Graduation Year Targeting

This is probably the closest you'll get to age targeting on LinkedIn. Here's how to use it:

• Last 5 years: Likely early to mid-20s

• 5-10 years ago: Often late 20s to early 30s

• 10-20 years ago: Typically 30s and 40s

Akshay Kothari, LinkedIn's Chief Product Officer, notes:

"Our platform's strength is in professional targeting. Age is a factor, but job roles, skills, and industry experience often provide more valuable insights for B2B marketers."

To get the most out of graduation year targeting, pair it with fields of study or specific schools. For example, target computer science grads from the last 5 years to reach young tech pros in their early to mid-20s.

Remember, while these methods can help you reach specific age groups, focus on the professional attributes that really matter for your campaign. As Speedwork Social puts it:

"Years of experience (YOE) enables you to target an audience based on the years of professional experience they've racked up over the course of their career."

How to Set Up Age-Based Filters

LinkedIn doesn't offer direct age targeting, so we need to get creative. We'll use work experience and education year filters as stand-ins for age. Here's how to reach your target age groups:

Setting Work Experience Filters

Work experience is a solid way to guess age ranges:

1. Log into LinkedIn Campaign Manager

2. Create a new campaign or edit an existing one

3. In audience targeting, find "Job Experience"

4. Pick "Years of Experience"

5. Choose the range matching your target age group:

   • 0-2 years: Probably early 20s

   • 3-5 years: Mid to late 20s

   • 6-10 years: Early to mid 30s

   • 11-15 years: Late 30s to early 40s

   • 15+ years: Mid 40s and up

Mix work experience with other filters for better results. For example, target marketing pros with 3-5 years of experience and digital strategy skills to find marketers in their late 20s.

Alyssa Galik, HawkSEM's Senior SEM Manager, says:

"The biggest advantage and differentiator to LinkedIn is the ability to use a company list, not just a 1:1 contact list."

Try pairing work experience filters with specific company targeting for laser-focused results.

Using Education Year Filters

Education year targeting is LinkedIn's closest thing to age targeting:

1. In Campaign Manager, go to audience targeting

2. Find "Education"

3. Pick "Years of Graduation"

4. Choose the graduation year range matching your target age group:

   • Last 5 years: Usually early to mid-20s

   • 5-10 years ago: Often late 20s to early 30s

   • 10-15 years ago: Typically mid 30s to early 40s

   • 15+ years ago: Generally 40s and up

But watch out! LinkedIn guesses age based on the first graduation date in a user's profile. AJ Wilcox, host of the LinkedIn Ads Show, explains:

"Age targeting is derived from the date that you started your first position that you claim on your profile."

This method isn't perfect, so combine it with other targeting options for best results.

Here's the deal: LinkedIn has strict rules against discrimination. You'll need to check a box promising to use these options fairly before you can use any demographic targeting.

To nail your targeting:

1. Mix and match filters: Combine age-based filters with job functions, skills, or industries.

2. Test and tweak: Start broad and narrow down based on what works.

3. Keep an eye on audience size: LinkedIn says you need at least 50,000 people for most campaigns.

4. Play by the rules: Make sure your targeting doesn't break any employment or anti-discrimination laws.

Targeting Different Age Groups

LinkedIn's professional focus makes it a great platform for reaching specific age groups. Let's look at how to target different generations on LinkedIn in 2024.

Reaching Gen Z (Recent Graduates)

Gen Z, born between the late 1990s and early 2010s, is now entering the workforce. Here's how to connect with these digital natives:

• Target recent grads (1-3 years out of school)

• Focus on entry-level positions

• Use skill-based targeting

• Create eye-catching visual content

• Be authentic in your messaging

Adobe's "Create Change" campaign in 2023 is a great example. They targeted new design grads with vibrant, user-generated content. The result? A 45% jump in Gen Z job applications in just three months.

"Generation Z seeks brands with a clear and purposeful mission, favoring socially responsible companies." - Arun Kumar M., Author

Reaching Millennials (Mid-Career)

Millennials, born between the early 1980s and late 1990s, are in their prime working years. To reach them:

• Target folks with 5-15 years of experience

• Look for mid-level job titles

• Talk about work-life balance

• Show off your company's social conscience

• Use multiple platforms (not just LinkedIn)

HubSpot nailed this in 2022 with their "Grow Better" campaign. They focused on millennial marketers with 5-10 years of experience, emphasizing professional growth and work-life balance. The result? A 30% boost in qualified leads from this age group in just six months.

Reaching Gen X (Senior Level)

Gen X, born between the mid-1960s and early 1980s, often holds senior positions. Here's how to connect:

• Target senior job titles

• Look for 15+ years of experience

• Show off your industry expertise

• Emphasize stability and growth opportunities

• Use a slightly more formal tone

IBM's "AI for Business Leaders" campaign in early 2024 is a perfect example. They targeted senior tech execs with 20+ years of experience, offering exclusive AI content. Within a month, they saw a 25% increase in C-suite engagement.

Tracking Results

Measuring your age-targeted LinkedIn campaigns is key to getting the most out of your ad spend. Let's dive into how you can track and improve your results in 2024.

Key Metrics to Watch

Keep an eye on these numbers:

1. Engagement Rate: How much people interact with your content. LinkedIn says this is up 44% from last year.

2. Click-Through Rate (CTR): For Single Image Ads in the U.S., the average is 0.87%.

3. Conversion Rate: Lead Form Completion Rates for Single Image Ads range from 2.86% to 15.16%.

4. Cost Per Lead (CPL): In the U.S., expect to pay between $107 and $433 on average.

5. Return on Ad Spend (ROAS): How much money you're making compared to what you're spending.

Using LinkedIn's Tools

LinkedIn Campaign Manager is your go-to for data. Here's how to use it:

1. Set Clear Goals: Make them specific and time-bound. Know what success looks like.

2. Track Conversions: Set this up to see how many leads you're getting and what they cost.

3. Check Audience Demographics: See which age groups like your ads the most.

4. Look at Company Engagement: Find out which companies are checking out your brand.

Making Your Ads Better

Based on what you learn:

1. Try Different Things: Test various ad formats and messages for each age group.

2. Spend Wisely: Put more money into what's working best.

3. Tweak Your Content: Adjust your ads based on what each age group likes.

4. Expand Your Audience: Use LinkedIn's tools to find more people like your best customers.

Real Success Story

Zendesk, a software company, targeted IT decision-makers aged 35-54 on LinkedIn in Q3 2023. They got:

• 22% more engagement

• 35% lower cost per lead

• 18% better conversion rate

Sarah Reed, Zendesk's CMO, said:

"By leveraging LinkedIn's targeting capabilities and analytics, we were able to fine-tune our messaging and reach the right professionals at the right time. This resulted in a significant boost in both engagement and conversions."

Rules and Tips

Getting LinkedIn age targeting right in 2024 is tricky. You need to be precise but also play by the rules. Here's how to nail it:

Follow LinkedIn's Policies

LinkedIn doesn't mess around with discrimination. When you use demographic targeting, you'll need to swear that your ads follow anti-discrimination laws. This isn't just ticking a box - it's the law.

Focus on Professional Attributes

Forget age. Use LinkedIn's superpower: professional data. As Creatopy's marketing team puts it:

"Successful LinkedIn ad targeting needs a good understanding of available options and smart implementation focused on business goals."

Try targeting based on experience, job titles, or skills instead of age.

Optimize Audience Size

LinkedIn says you should aim for these audience sizes:

• Sponsored Content: At least 300,000 members

• Text Ads: Between 60,000 and 400,000 members

• Message Ads: At least 15,000 members

Stick to these ranges for better results and cost-efficiency.

Don't Go Overboard with Targeting

It's tempting to narrow your audience down to a pinpoint, but that can backfire. Stick to two or three main targeting factors. This way, you'll reach your ideal customers without making your audience too small.

Use Audience Templates

New to LinkedIn ads? Try their audience templates. These ready-made targeting options can get you up and running fast.

Audience Expansion: Use It Smart

Turn on LinkedIn's Audience Expansion to reach more people who are still relevant. It's like finding new customers who are similar to your target audience.

Keep an Eye on Things

Check your campaign's performance regularly using LinkedIn's demographic reports. This data shows who's engaging with your ads, helping you fine-tune your targeting.

Take Zendesk, for example. In Q3 2023, they targeted IT decision-makers aged 35-54 on LinkedIn. By watching their campaign closely and tweaking their approach, they saw:

• 22% more engagement

• 35% lower cost per lead

• 18% better conversion rate

Test and Improve

Do A/B tests on your targeting to see what works best. Start broad, then narrow down based on what you learn. Use engagement rates and conversion costs to guide you.

How Podify.io Helps Grow Your Audience

LinkedIn's age targeting might be limited, but Podify.io steps in to boost your audience growth. It's a one-stop shop for pumping up your LinkedIn game, no matter who you're trying to reach.

Here's what Podify brings to the table:

AI-Powered Content Creation

Podify's AI whips up posts that click with your target crowd. Want to chat up recent grads or seasoned execs? No problem. The AI's got your back, crafting content that speaks their language.

Audience Analysis

Know your crowd, win the game. Podify digs into who's following you and what makes them tick. This intel helps you fine-tune your content for different groups.

Engagement Boost

Podify hunts down hot posts for you to comment on. It's like finding the cool kids' table - a great way to get noticed by the age groups you're after.

Time-Saving Automation

Podify users are saving serious time. Take Aaron C., an Educational Wellbeing Coordinator. He says:

"I have probably saved 3-4 hours a week using Podify by having this content created for me."

That's extra hours in your pocket to nail your targeting strategy.

Real Results

Podify users are seeing some impressive numbers:

• One user snagged over 2,500 new followers in just 3 months

• Another saw their post views triple

These wins show how Podify can crank up your reach across different age groups on LinkedIn.

Alina, a Digital Marketing Consultant, puts it this way:

"Podify has been a cornerstone for delivering content that not only resonates with audiences but also drives engagement."

And that's the secret sauce when you're targeting specific age groups on LinkedIn.

Summary

LinkedIn age targeting in 2024 needs a smart approach. Here's why:

LinkedIn's user base skews young:

• 50.6% are 25-34 years old

• 24.5% are 18-24 years old

• Only 3.8% are over 55

This means you need to focus on younger professionals.

But here's the catch: LinkedIn doesn't let you target by age directly. So what can you do?

Try these instead:

1. Work Experience:

   • 0-2 years for new grads

   • 3-10 years for millennials

   • 15+ years for older pros

2. Job Level:

   • Entry-level for younger folks

   • Manager for mid-career

   • Director/VP for senior pros

3. Graduation Year:

   • Last 5 years for early 20s

   • 5-10 years ago for late 20s to early 30s

To make your campaigns work better:

• Aim for at least 300,000 people for Sponsored Content

• For Text Ads, shoot for 60,000 to 400,000 people

• Good news: engagement is up 44% from last year

• In the U.S., Single Image Ads get about 0.87% click-through rate

• Lead Form Completion Rates can be as high as 15.16%

Here's a real-world example:

Zendesk targeted IT decision-makers aged 35-54 on LinkedIn. The result?

• 22% more engagement

• 35% lower cost per lead

• 18% better conversion rate

Sarah Reed, Zendesk's CMO, said it worked because they used "LinkedIn's targeting capabilities and analytics to fine-tune our messaging and reach the right professionals at the right time."

Want to make this work for you? Here's what to do:

1. Figure out who your ideal customer is

2. Start small - target specific groups

3. Test different approaches and see what works

4. Use LinkedIn Campaign Manager for deep insights

5. Consider using AI tools like Podify.io to save time on content creation

FAQs

Can you target LinkedIn ads to specific people?

LinkedIn doesn't let you target ads to specific individuals. But don't worry - it still packs a punch when it comes to reaching the right audience.

Here's the deal:

LinkedIn uses something called Interests and Traits targeting. It's pretty cool. You can build your audience based on what members are interested in, their traits, or the professional groups they're part of.

But here's the catch: It all depends on each member's ad settings and LinkedIn's rules.

Want an example? Let's say you're after marketing pros who are into AI. You could mix job function targeting (Marketing) with interest targeting (Artificial Intelligence). Boom! You've got a super relevant campaign without getting creepy about privacy.

What are the two LinkedIn targeting methods?

LinkedIn's got two main ways to target using professional connections:

1. Company Connections

This one's all about reaching the 1st-degree connections of employees at companies you pick. It's a big deal for B2B marketing.

But there's a catch: It only works for companies with over 500 employees.

2. Company Followers

With this, you can target people who follow your LinkedIn Page. It's perfect for reconnecting with folks who already dig your brand.

These methods can be game-changers when used right. Take HubSpot, for example. In their 2023 "Grow Better" campaign, they used Company Followers targeting to focus on their most engaged followers. The result? They saw a 28% jump in click-through rates compared to their broader targeting.

"The biggest advantage and differentiator to LinkedIn is the ability to use a company list, not just a 1:1 contact list." - Alyssa Galik, HawkSEM's Senior SEM Manager

So, while you can't target specific people, LinkedIn gives you some pretty powerful tools to get your ads in front of the right eyeballs.