LinkedIn’s Cool New Trick

LinkedIn launched something that’s ACTUALLY useful. And you need to jump in before it gets crowded.

Thought leadership ads—they’re all the rage. And we’re not talking about trends like pet rocks or slap bracelets. This new space is showing results again and again and again. You don’t want to miss out on this one.

We thought Justin Rowe gave a pretty good rundown about exactly how they work (and how to use them) and there are endless beta testers who saw insane raise in CTR for a fraction of traditional ad spend, but here’s a quick tldr:

Your business can sponsor employee posts as ads—this brings the best and brightest at your company to the forefront of the crowded feed without the ‘this is an ad, pls scroll as quickly as possible’ banner.

The best part? You’re not limited to your network (or the network of your employees). Since the new ads rolled out, LinkedIn has seen a 40% increase in “people viewing content grounded in knowledge and advice from people that are outside of their network.”

So what do you do about it?

Highlight your company’s best and brightest leaders sharing advice, experiences and opinions within their area of expertise.

No doubt this change has already sent tens of B2B leaders scrounging for influencers to boost their reach. But our take?

Many businesses will see success with the right influencer partnership. BUT this is different.

Your best creators are already on your team.

Empower your employees to flex their skills. Then elevate their thoughts to boost your engagement and their growth. We’ll show you how. 

(insider tip: creators for companies will win in the end—thought leadership ads are just the tip of the iceberg)

Your turn: Expert knowledge is being pushed by LinkedIn’s algorithm (and other platforms are following suit). What (and who’s) expert insight are you highlighting across socials to boost your reach and add value to your audience?