LinkedIn is expanding the capabilities of thought leader ads to allow advertisers to sponsor content from any member, not just employees.
This move will allow brands to amplify a diverse range of influential and trusted expert voices and member posts on the platform.
You'll also be able to showcase voices beyond your employees on every page and showcase page your brand manages.
Additionally, brands will be able to use this new feature to reach new audiences on LinkedIn as well.
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LinkedIn states in its weekly newsletter that nearly 73% of decision makers say they trust thought leadership content more than marketing collateral or product sheets in assessing an organization's capabilities and capabilities. Ta.
“B2B influence has grown over the past year as brands have recognized the importance of building audience trust. Thought leadership is about people, and businesses are encouraged to sponsor posts from thought leaders. , we can now identify thought leaders and build brand equity in the marketplace,” said Matt Tindale, Head of Enterprise, APAC, LinkedIn Marketing Solutions, in a statement.
“Authorized voices such as employees, experts, and members who truly promote company insights are powerful tools for brands to reach new audiences, build visibility and credibility, and support community building.” “It's a method,” he added.
“Brands can distinguish themselves as industry authorities, and we're excited to see how businesses leverage this ad format as part of their marketing strategies in the coming months,” Tisdale said.
This new expansion comes as LinkedIn's premium subscription revenue exceeds $1.7 billion.
In a post on LinkedIn, Chief Operating Officer Daniel Shapero said, “More than 70% of LinkedIn premium subscribers with access to experiences leverage AI to get more views and opportunities. “We use written suggestions, profile recommendations, or both.” ”
“Early testing also shows that 90% of subscribers who have access to LinkedIn’s AI-powered job experience find it beneficial,” Shapero added.
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