Singapore – LinkedIn has announced the expansion of its Thought Leader Ads’ capabilities so advertisers can sponsor content from any member, to enable brands to amplify a diverse range of influential, trusted, and expert voices and member posts on the platform.
With this expanded capability, brands can showcase voices beyond employees, for any page or showcase page they manage, and reach new audiences on LinkedIn.
The expansion of LinkedIn’s Thought Leader Ads also gives brands a new way to reach their target audience with relevant information, like customer testimonials.
To access this feature, a brand will login to the campaign manager to set up their Thought Leader Ad. Once logged in, they will have the option to search for the person or post the content that they want to sponsor.
The search will yield a list of posts from that member that the brand can sponsor. To help prevent content from being misused or promoted without consent, when a company selects a post to sponsor, the creator will receive a notification asking them to “approve” or “deny” the request.
Speaking on this new ad format, Matt Tindale, head of enterprise solutions, APAC, at LinkedIn, said, “B2B influence has taken off in the past year as brands recognise that it is critical to building audience trust. People are at the heart of thought leadership, and when trusted voices – employees, executives, and experts – authentically promote a company’s insights – it is a powerful way for brands to reach new audiences, build credibility, and support community-building.
“With this expanded capability, brands can promote member posts that align with their purpose and collaborate with trusted expert voices to build larger influencer marketing campaigns and reach new audiences. We’re excited to see how companies creatively leverage this ad format as part of their marketing mix in the coming months,” he added.