March 13, 2024 -- 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.