LinkedIn now allows brands to sponsor any organic post

This means that on the LinkedIn platform, brands now can pay for the promotion of any post published by a user in organic mode, without any advertising fee. Previously, brands could only promote content from verified employees using Thought Leader ads. However, under the new rules, businesses can promote content even from non-employees.

This opens up broad opportunities for brands to engage with their audience through a more diverse range of content, and it also increases the likelihood of attracting a wider range of users to their products or services. Additionally, this can enhance the brand’s reputation and trustworthiness, as it demonstrates an interest in the opinions and expressions of a wide range of people, not just its own employees.

It is important for companies

Sharing insights and experiences from individuals who are not your employees can help enhance the reputation, credibility, and trustworthiness of your brand, potentially leading to increased conversions.

Steps

A brand can set up a Thought Leader ad by following these simple steps:

1. Log in to the Campaign Manager.
2. Upon logging in, activate the search for a person (by name) who is a 1st or 2nd-degree connection, or input the URL of the content you wish to sponsor.
3. The search results will display a list of posts from this user that the brand can sponsor. To prevent unauthorized promotion, when a company selects a post for sponsorship, the creator will receive a notification requesting approval or denial of the request.
4. Availability: Thought Leader ads for non-employee members will be globally available until the end of March.

LinkedIn has announced in a statement

• “Nearly 73% of decision-makers state that content serving as an organization’s thought leadership is a more trusted basis for evaluating its capabilities and competencies than its marketing materials and product sheets.”
• “Expanding the format of our Thought Leader advertisements to allow brands to showcase voices beyond their employees provides them with new means to reach their target audience with significant information, such as customer testimonials.”

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This article is available in Ukrainian.