LinkedIn has launched a new feature that allows brands to sponsor newsletters created by users within the social network. This option for marketing departments is in addition to the one that already existed for newsletters from company pages.
The strategy aims to expand the reach of LinkedIn newsletters , which have proven to be a popular format with over 184,000 active newsletters and a 47% increase in engagement over the past year.
LinkedIn now allows brands to sponsor any user’s newsletter, not just businesses, expanding advertising opportunities within the platform.
Brands can select popular newsletters created by opinion leaders to promote their products or services, increasing their visibility and reach in the MICROSOFT professional network .
This update is significant because it introduces a new monetization avenue for content creators on LinkedIn and offers brands a direct way to reach highly targeted niche audiences.
It also reinforces LinkedIn’s strategy of integrating more advertising and lead generation tools into its platform, taking advantage of the growing interest in long-form, recurring content formats.
LinkedIn plans to expand this feature in the future, which could include new collaboration options between brands and popular creators. Additionally, while there are no plans for sharing ad revenue with creators at this time, this could change as the feature gains popularity and demand for sponsored content increases.
How would these newsletters work for advertisers?
Sponsored newsletters on LinkedIn serve as a tool for advertisers to expand their reach within the platform by leveraging content created by users or businesses.
1. Content Selection:
Options: Advertisers can choose to sponsor newsletters that have been created by themselves, by their company page, or by other users within the network, such as opinion leaders or experts in a specific field.
Process: Once the advertiser identifies a newsletter they wish to sponsor, they can manage the promotion from LinkedIn’s Campaign Manager, where they select the newsletter and define the promotion campaigns.
2. Format and Visibility:
Format: Sponsored newsletters are presented as content within the platform, but with an expanded reach thanks to paid promotion. They can include articles or series of articles within the newsletter that are promoted through ads.
Visibility: Sponsorship increases the visibility of your newsletter, making it reach more users within LinkedIn, which can translate into an increase in subscribers and greater interaction with the sponsored content.
3. Lead Generation:
Functionality: Sponsored newsletters can include specific calls to action (CTAs), such as an “Unlock Article” button, which prompts users to enter their details to access the full content. This allows advertisers to capture leads directly from the newsletter.
Automation: The data generated through these interactions is managed automatically, facilitating the collection of information from potential customers.
4. Sponsorship Management:
Approval: Newsletter creators have the ability to accept or reject sponsorship requests, giving users some autonomy over how their content is associated with brands.
Flexibility: Advertisers can choose to sponsor newsletters on an ongoing basis or only on specific occasions, depending on their marketing strategy.
