LinkedIn, the popular professional networking platform, has announced a new feature that allows brands to sponsor any organic post on the app. Previously, businesses could only promote posts from their own verified employees using Thought Leader ads. However, with this update, brands now have the option to promote posts from non-employees as well. This expansion of branded content promotion opens up new opportunities for businesses to enhance their brand reputation, credibility, and trustworthiness.
Sharing insights and experiences from individuals who are not on a company’s payroll can provide a fresh perspective and potentially lead to more conversions. By showcasing voices beyond their own employees, brands can reach a wider audience with relevant information, such as customer testimonials. This approach aligns with the growing trend in the industry, as nearly 73% of decision-makers believe that thought-leadership content is more trustworthy than traditional marketing materials.
Setting up a Thought Leader Ad is a simple process. Brands can log into Campaign Manager and search for a person by name who is a 1st or 2nd degree connection. They can also input the URL of the content they wish to sponsor. The search results will display a list of posts from that member that the brand can choose to sponsor. To ensure authorization and prevent misuse, the creator of the post will receive a notification asking for their approval or denial of the sponsorship request.
Starting from the end of March, Thought Leader Ads for non-employee members will be available globally. This feature opens up new avenues for businesses to collaborate with individuals outside their organization and leverage their expertise to enhance their brand presence.
LinkedIn’s move to expand branded content promotion showcases their commitment to providing valuable opportunities for businesses to connect with their target audience and establish themselves as industry leaders. By allowing brands to sponsor organic posts from both employees and non-employees, LinkedIn is enabling a more diverse range of voices to be heard and shared.
In conclusion, LinkedIn’s new feature allowing brands to sponsor any organic post on the app is a game-changer in the world of content promotion. By expanding their Thought Leader ads to include non-employee members, LinkedIn is opening up new avenues for businesses to enhance their brand reputation, credibility, and trustworthiness. This feature aligns with the growing trend of thought-leadership content being more trusted than traditional marketing materials. With this update, LinkedIn is offering businesses a powerful tool to reach their target audience and share relevant information, ultimately leading to higher conversions.
