LinkedIn recently announced the expansion of sponsored newsletters on its platform, allowing brands to put their branding on popular newsletters created by thought leaders in their niche. This move comes after the successful launch of sponsored newsletters for company pages last month, indicating a shift towards more personalized and targeted advertising options on the platform.
Sponsored newsletters offer brands the opportunity to promote their content to a broader audience through paid boosts. This new feature allows brands to extend the reach of their existing long-form newsletter content by sponsoring any member’s newsletter content or any newsletter published on their Company Page. This provides more exposure opportunities for brands, albeit at an ongoing cost.
When users log into Campaign Manager, they can select a newsletter article from their content library or boost a newsletter article from their organization’s Page Admin view. This allows them to effectively sponsor user-generated newsletters and boost their reach with paid promotions. Creators are notified when a request to sponsor their newsletter comes through, giving them the option to approve or deny it as they see fit.
Lead Generation Objectives
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. This can be a valuable tool for brands looking to capture leads and engage with their target audience more effectively. With over 184,000 newsletters now hosted on LinkedIn, the platform is seeing a significant rise in newsletter engagement, making sponsored newsletters an attractive advertising option.
Integration with Existing Features
LinkedIn’s expansion of sponsored newsletters builds on the success of its Sponsored Articles feature, introduced in January. Both features provide brands with more options to promote and gate their content within the app. By enabling brands to boost the reach of user-generated content, LinkedIn is giving creators a valuable opportunity to gain more exposure for their work. However, creators currently cannot generate income via ad revenue share, which may limit the incentive for some users to invest more time in creating content on the platform.
Future Opportunities
As LinkedIn continues to evolve its advertising options, there is potential for creators to leverage their content for monetization in the future. By providing more promotion options for brands and creators alike, LinkedIn is positioning itself as a valuable platform for niche targeting and audience engagement. The increasing popularity of newsletters on the platform suggests that sponsored newsletters could play a significant role in brands’ marketing efforts in the future.
LinkedIn’s expansion of sponsored newsletters offers brands and creators new opportunities to reach their target audience and promote their content effectively. By leveraging user-generated content and providing more ways to engage with audiences, LinkedIn is making strides towards becoming a comprehensive platform for content promotion and engagement. While there are limitations to the current monetization options for creators, the platform’s continued growth and focus on personalized advertising options suggest that there may be more opportunities for revenue generation in the future.
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