{"id":62949,"date":"2025-05-20T10:04:00","date_gmt":"2025-05-20T17:04:00","guid":{"rendered":"https:\/\/predis.ai\/resources\/?p=62949"},"modified":"2026-03-12T22:04:36","modified_gmt":"2026-03-13T05:04:36","slug":"linkedin-predictive-audiences","status":"publish","type":"post","link":"https:\/\/predis.ai\/resources\/linkedin-predictive-audiences\/","title":{"rendered":"How Do You Use Predictive Audiences on LinkedIn?","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n

When LinkedIn discontinued the lookalike audience selection option in 2024<\/a>, it did not leave its advertisers stranded. Instead, it offered two options for marketers to create similar target audiences, which are Predictive Audiences and Audience Expansion. If you are used to a lookalike audience and not exactly aware of how these two work, then this deep dive would be an eye-opener for you.<\/p>\n\n\n\n

So let us begin!<\/p>\n\n\n\n

<\/span>What is Predictive Audience and Audience Expansion?<\/strong><\/span><\/h2>\n\n\n\n

Predictive audiences is when you upload source data to your LinkedIn and then LinkedIn uses its AI to find common actions performed by this set of audience. Then this AI goes out to find a similar set of people who will perform the same actions based on their preferences.<\/p>\n\n\n\n

Now, audience expansion means LinkedIn will find people who have similar attributes <\/strong>to your source data and show your ads to them.<\/p>\n\n\n\n

There is a very narrow difference between them. While both these methods strive to put your ads in front of more people, they take different approaches in audience selection. <\/p>\n\n\n\n

Audience expansion sees the attributes of your data source and chooses people similar to those. Whereas, predicted audience use AI to figure out the future actions that will be taken by users and find out ones who are more likely to convert. Once it has this data, it shows the ads to the desired people. <\/p>\n\n\n\n

In simpler terms, audience expansion has a lookalike model, and predicted audience has a future prediction model powered by AI.<\/p>\n\n\n\n

<\/span>Predictive Audiences and Audience Expansion Vs Lookalike Audience:<\/strong><\/span><\/h2>\n\n\n\n

Lookalike audience depends a lot on the past data collected from your customers without much regard for their changing interests and actions. There is no expansion or learning over time.<\/p>\n\n\n\n

But Predictive Audience uses AI to predict the future actions<\/strong> of the source data customers and then matches them with a new set of audiences. This way, you have a better understanding of whether they will convert or not. That further means your data keeps growing and learning over time. <\/p>\n\n\n\n

In conclusion, Predictive audience and audience expansion allow for more customization and scalability, thus posing as better alternatives to Lookalike audiences.<\/p>\n\n\n\n

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Sell More via LinkedIn \ud83d\udcb0<\/strong><\/p>\n\n\n\nTRY FOR FREE<\/strong><\/a>\n\n<\/div>\n\n

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<\/span>How To Set Up Predictive Audience on LinkedIn?<\/strong><\/span><\/h2>\n\n\n\n

Before you go about thinking if it would be a better idea to have both Predictive audience and audience expansion on your ad kit, you can\u2019t. Because the minute you start using Predictive audience, audience expansion gets turned off.<\/p>\n\n\n\n

So, with that out of the way, let us figure out how you can get your ad with predictive audience up and running. To ensure that, all you have to do is:<\/p>\n\n\n\n