LinkedIn recently announced the expansion of sponsored newsletters on its platform, allowing brands to now put their branding on popular newsletters created by thought leaders in their niche. This new feature opens up opportunities for brands to promote their content to a broader audience via paid boost.
Sponsored newsletters are a way for brands to extend the reach of their existing long-form newsletter content. This feature allows brands to sponsor any member’s newsletter content or any newsletter published on their Company Page as a single image ad through Campaign Manager. It provides more exposure opportunities, albeit at an ongoing cost.
When brands log into Campaign Manager, they can select a newsletter article to promote from their content library or boost a newsletter article from their organization’s Page Admin view. By choosing a user-generated newsletter in Page Admin view, brands can effectively sponsor it and boost its reach through paid promotion.
Sponsored newsletter articles under the “Lead Generation” objective will be gated with an “Unlock Article” CTA button, requiring users to enter their details to read the full post. With newsletters becoming increasingly popular on LinkedIn, this feature could provide brands with a significant, targeted push in their marketing efforts.
LinkedIn reports that over 184,000 newsletters are currently hosted on the platform, with engagement rates rising by 47% in the past year. This indicates that not only are more newsletters being published, but they are also being read at higher rates. The introduction of sponsored newsletters adds to LinkedIn’s existing Sponsored Articles feature, providing brands with more ways to promote and gate their content.
While LinkedIn’s focus is currently on providing more promotion options for brands, there could be future opportunities for creators to generate income via ad revenue share. This potential development could incentivize creators to invest more time in their LinkedIn content efforts and further enhance the platform’s offerings.
The expansion of sponsored newsletters on LinkedIn offers brands a valuable opportunity to reach a wider audience and promote their content effectively. By leveraging user-generated content and thought leaders’ newsletters, brands can enhance their marketing strategies and connect with their target audience in a meaningful way. As LinkedIn continues to evolve its advertising options, creators and brands alike can explore new avenues to maximize their reach and engagement on the platform.
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