Companies can now promote member content with LinkedIn Thought Leader Ads

We're expanding Thought Leader Ad's capabilities so that advertisers can sponsor content from any member—not just employees—for any Page that they manage.

Why It Matters: Nearly 73% of decision-makers say that an organization's thought-leadership content is a more trustworthy basis for assessing its capabilities and competencies than its marketing materials and product sheets (source: 2024 Edelman-LinkedIn B2B Thought Leadership Impact Study).​ And influential and trusted advocates for brands can be employees, customers and/or industry experts. The expansion of our Thought Leader Ads format to enable  brands to showcase voices beyond their employees gives them a new way to reach their target audience with relevant  information, like customer testimonials. 

How It Works: A brand will login to Campaign Manager to set up their Thought Leader Ad. Once logged in, they will have the option to search for the person (by name) – 1st or 2nd degree connection – or post (by URL)  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. 

Availability: Thought Leader Ads for non-employee members will be available globally by the end of March 2024.

Learn More: Check out this page for more info on Thought Leader Ads and you can view this Help Center article for more details on how to create a Thought Leader Ad.