LinkedIn has announced the expansion of its Thought Leader advertisement program, now enabling brands to promote content not only from their employees but from any user on the platform, this change opens up opportunities for companies to boost the content of individuals outside their organization, enhancing the brand’s image and credibility.
Previously, advertisements were limited to promoting posts from authorized employees only, however, companies can now amplify posts from non-employees, offering diverse opinions and expertise under the brand’s umbrella.
Brands utilize LinkedIn’s Campaign Manager, equipped with specialized search tools, to identify and sponsor suitable content, companies can search for users and select the appropriate content from a list of posts available for promotion.
Content creators receive notifications to approve or reject the promotion, giving them control over how their content is used and preventing unauthorized promotions.
Thought Leader ads are available for promoting images and videos only, excluding direct text updates, polls, or PDFs, LinkedIn has stated that this type of advertisement will be globally available by the end of March, noting that approximately 73% of decision-makers view Thought Leader content as a trustworthy source for assessing companies’ capabilities and expertise.
