LinkedIn has expanded its thought leadership bolivia b2b leads advertising capabilities to allow advertisers to sponsor content from any member (not just employees) for any Page they manage. According to the 2024 Edelman-LinkedIn B2B Thought Leadership Impact Study, nearly 73% of decision makers believe that an organization’s thought leadership content is a more reliable basis for assessing its capabilities and competitiveness than marketing materials and product specifications.
By allowing brands to showcase voices other than their employees, such as customers and industry experts, LinkedIn gives companies a new way to reach their target audiences with relevant information, including customer testimonials.
To set up a thought leadership ad, brands need to log into Campaign Manager and search for the person (by name) or post (by URL) they want to sponsor. A search will produce a list of that member's posts, which brands can choose to sponsor. To prevent content abuse or non-consensual promotion, when a company chooses to sponsor their post, the creator will receive a notification asking them to "approve" or "deny" the request. Thought leadership advertising for non-employee members will launch globally by the end of March 2024.
Our Take: The expansion of LinkedIn Thought Leadership Ads is an exciting development for brands looking to amplify positive mentions and recognition from a variety of sources. This feature allows companies to sponsor content created by anyone, not just their employees, providing the perfect opportunity to showcase customer and influencer testimonials, event sponsorships, or general love for the brand.