Product Update: Thought Leader Ads for Non-Employees

According to a recent product update from LinkedIn, starting in late March 2024, brands will be able to sponsor content from any LinkedIn member in their ad campaigns - not just content from their employees. This new "Thought Leader Ads for Non-Employees" feature represents a major expansion of LinkedIn's advertising capabilities.

Here are a few key insights on why this is such an important and effective new feature:

1. Builds Trust Through Third-Party Credibility
Research shows that 73% of decision-makers place a high level of trust in thought leadership content. By allowing brands to feature insights from customers, industry experts, and other third-party voices in their ads, this lends more credibility and trust to the advertising message. #Credibility #TrustBuilding

2. Provides a Range of Diverse Perspectives
This allows brands to showcase a range of different perspectives and voices in their campaigns - from customer success stories to expert insights. This diversity helps drive deeper engagement with audiences. #DiverseVoices #CustomerStories

3. Enables Global Reach and Influencer Partnerships
Brands can now connect and partner with thought leaders from LinkedIn's global network to amplify their messaging through influencer-type campaigns at scale. #InfluencerMarketing #GlobalReach

4. Stays On-Platform for Better Ad Performance
By featuring this thought leadership content natively on LinkedIn, the ads take advantage of the platform's powerful targeting capabilities and tend to perform better than driving traffic off-site. #NativeAdvertising #PlatformAdvantage

Overall, this unlocks new opportunities for B2B brands to humanize their advertising with credible, engaging voices beyond just their own employees. It's an innovative way to build trust at scale through thought leadership. #B2BInnovation #TrustBuilding

What are your thoughts?

Originally posted on LinkedIn. View the original post