LinkedIn now allows companies to sponsor any organic content

LinkedIn is expanding its Thought Leader Ads' capabilities so advertisers can sponsor content from any member, not just its employees.

This move enables brands to amplify a diverse range of influential, trusted and expert voices and member posts on the platform. 

It will also allow brands to showcase voices beyond employees, for any page or showcase pages they manage.

In addition, brands will be able to reach new audiences on LinkedIn too with this new capability. 

Don't miss: Are your 'thought leadership' posts really bringing you any real value?

In its weekly newsletter, LinkedIn said that nearly 73% of decision-makers say that an organisation's thought-leadership content is a more trustworthy basis for assessing its capabilities and competencies than its marketing materials and product sheets. 

"B2B influence has taken off in the past year as brands recognise that it is critical to build audience trust. People are at the heart of thought leadership, and companies can now identify their thought leaders and build brand equity by sponsoring their thought leaders’ posts," said Matt Tindale, head of enterprise, APAC, LinkedIn marketing solutions, in a statement. 

"When trusted voices - employees, experts, and members authentically promote a company’s insights - it is a powerful way for brands to reach new audiences, build visibility, credibility, and support community-building," he added. 

"Brands can distinguish themselves as industry authorities, and we’re excited to see how companies leverage this ad format as part of their marketing strategy in the coming months," said Tindale. 

This new expansion comes after LinkedIn's premium subscription topped US$1.7 billion in revenue.

In a LinkedIn post, chief operating officer, Daniel Shapero said that "more than 70% of LinkedIn's Premium subscribers with access to the experience have adopted the AI powered writing suggestions and profile recommendations, or both, to help them attract more views and opportunities."

"Early tests also show 90% of subscribers with access to LinkedIn's AI-powered job experience find it useful," added Shapero. 

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