LinkedIn expands Thought Leader Ads

LinkedIn this week announced the expansion of its Thought Leader Ads program. Businesses can now sponsor content from any LinkedIn member, not just their own employees.

Thought Leader Ads
Thought Leader Ads

LinkedIn this week announced the expansion of its Thought Leader Ads program. Businesses can now sponsor content from any LinkedIn member, not just their own employees.

This development unlocks a powerful new way for brands to tap into the influence of industry experts, satisfied customers, and thought leaders across the platform.

This move comes as decision-makers increasingly rely on trusted voices for gauging a company's offerings. According to the 2024 Edelman-LinkedIn B2B Thought Leadership Impact Study, 73% of decision-makers view an organization's thought leadership content as more trustworthy than traditional marketing and product materials.

How it Works

  1. Log into LinkedIn Campaign Manager.
  2. Search for the desired content creator by name (1st or 2nd-degree connections) or directly search by post URL.
  3. Select the post to sponsor.
  4. The content creator receives an approval notification.

LinkedIn emphasizes safeguarding member content. The original creator maintains full control by approving or denying sponsorship requests, ensuring their posts align with their own branding and goals.

Thought Leader Ads for non-employee members will be rolled out globally by the end of March 2024.

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