Sponsored Newsletters Rolls out on LinkedIn
LinkedIn is enhancing its advertising options by expanding its sponsored articles feature to include sponsored newsletters. This development offers brands a new avenue to generate leads and increase visibility through their LinkedIn content.
The Growth of LinkedIn Newsletters
LinkedIn newsletters have seen significant growth, making them a valuable tool for brands looking to reach a larger audience within their industry. The addition of sponsored newsletters means that companies can now promote and gate their newsletter content to attract more sign-ups and engage with a wider audience.
What Are Sponsored Newsletters?
Sponsored newsletters work similarly to sponsored articles, allowing company pages to boost their newsletters to attract more subscribers. This means that if your company is already creating newsletters on LinkedIn, you can leverage them as a broader lead generation tool. Sponsored newsletters not only help expand your reach but also provide more data for future outreach efforts.
Partnering with Popular Creators
In the future, LinkedIn plans to allow brands to sponsor newsletters from popular creators on the platform. This will enable companies to connect with a broader audience and enhance their brand presence by partnering with influential voices within the LinkedIn community.
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LinkedIn’s Official Statement
As LinkedIn explains:
“Only newsletter articles authored by a company and part of an organic Company Page post can be sponsored. Member-authored newsletter articles can’t be sponsored but this capability will be available in a future release.”
Sponsored newsletters will be available for brand awareness and engagement campaigns and can be created via the “Content Library” in Campaign Manager. Additionally, sponsored newsletters can be boosted to maximize reach.
The Potential for Brands
The potential for brands is significant, especially considering LinkedIn has seen a 47% increase in engagement with newsletters over the past year. With more than 184,000 newsletters being published on LinkedIn, there's a clear interest from users in receiving regular updates from people and pages on the platform.
Looking Ahead
LinkedIn is gradually rolling out sponsored newsletter articles, so if you don't have access yet, it will be available soon. This new feature presents an exciting opportunity for brands to enhance their LinkedIn strategy and generate more leads through sponsored content.
Incorporating sponsored newsletters into your LinkedIn marketing strategy could be a valuable consideration for expanding your reach and engaging with your target audience. Stay tuned for more updates as LinkedIn continues to roll out this feature.
