by Editorial Staff with No comments Digital MarketingSocial networks
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LinkedIn announced today, Friday, March 22, 2024, that it is expanding Thought Leader Ads capabilities so that advertisers can sponsor content from any LinkedIn member, not just LinkedIn employees.
Brands will be able to promote
A content from a wide range of “influential, trusted and expert voices, in addition to posts from members of the platform, and reach new audiences on LinkedIn.” This new Thought Leader Ads feature will be available worldwide by the end of March 2024.
“Over the past year, as brands have recognized the importance of earning the trust of their audience, we’ve seen B2B marketing take center stage. When authentic voices, such as employees, executives, and experts, support a company’s ideas, it opens up the opportunity to buy telemarketing lead reach new audiences, build credibility, and create strong communities. With LinkedIn’s new Thought Leader Ads feature, brands now have the power to promote posts from members who align with their purpose and collaborate with experts to create more effective marketing campaigns, reaching a broader audience. We look forward to seeing how companies will adopt and innovate with this advertising approach in the coming months.”
Kennet Malmcrona de la Cierva , Head of LinkedIn Marketing Solutions in Spain
On the occasion of the announcement, LinkedIn provides some data such as these:
Nearly 73% of global decision makers say an organization’s thought leadership content is more reliable in assessing their capabilities than conventional marketing materials, according to the LinkedIn-Edelman B2B Thought Leadership Impact Report.
Thought Leader Ads have a 2.0x higher click-through rate and 1.9x higher this includes building a professional engagement rate compared to other single-image ads with the same objective.
Spanish executives are increasingly using LinkedIn to share up-to-date information and foster intellectual leadership. Some, like Pau Gasol, who talks about leadership, sport and his work through the Gasol Foundation and the Olympic Committee; Ana Botín, president of Banco Santander; Dimas Gimeno, former president of El Corte Inglés and current executive president of WOW Concept; or even Marcos Fraga, Director of Communications and Brand at Repsol; Carlos bz lists Juan Estevan, Sales and Marketing Manager at Vicky Foods; or Sara Vega, Marketing and Communications Director at Fnac.
