LinkedIn has recently introduced a new feature that allows brands to sponsor newsletters created by other users within the app. This expansion builds upon the success of sponsored newsletters for company pages, providing brands with the opportunity to promote their content to a wider audience through paid boost.
By sponsoring user-generated newsletters, brands can take advantage of the popularity of thought leaders in their niche and align their branding with high-quality content. This adds a new dimension to LinkedIn’s advertising options, offering a unique way to promote long-form content to a targeted audience.
Sponsored Content Options
LinkedIn differentiates between sponsored articles and sponsored newsletter articles. While sponsored articles are standalone posts, sponsored newsletter articles are part of recurring newsletters that members can subscribe to. By sponsoring these newsletters, brands can amplify their reach and engage with a larger audience over time.
Brands can select a newsletter article to sponsor from their own content library or boost a newsletter article from their organization’s Page Admin view. This flexibility allows brands to choose the user-generated content they want to promote, ensuring that their messaging aligns with their overall marketing strategy.
Sponsored newsletter articles under the “Lead Generation” objective will include an “Unlock Article” call-to-action button, prompting users to enter their details to access the full post. This gating mechanism can help brands capture leads and drive conversions, making sponsored newsletters a valuable tool for generating leads on the platform.
With over 184,000 newsletters hosted on LinkedIn and a 47% increase in engagement over the past year, newsletters are becoming a popular medium for sharing content on the platform. Brands that leverage sponsored newsletters can capitalize on this growing trend and connect with their target audience in a more personalized way.
Future Opportunities
While LinkedIn does not currently offer ad revenue sharing for creators of sponsored newsletters, this may change in the future as the platform continues to evolve. By providing more promotion options for brands and creators, LinkedIn is positioning itself as a valuable platform for content marketing and audience engagement.
The expansion of sponsored newsletters to user-created content on LinkedIn opens up new opportunities for brands to reach a more targeted audience and connect with thought leaders in their niche. By sponsoring newsletters, brands can increase their exposure, drive lead generation, and capitalize on the growing popularity of newsletters on the platform. This innovative approach to content promotion demonstrates LinkedIn’s commitment to providing valuable advertising options for brands and creators alike.
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