LinkedIn Invites Brands to Sponsor User-Generated Newsletters
How will brands harness this new brand opportunity?
LinkedIn is extending the opportunity for brands to sponsor user-generated newsletters, including those published on company pages, through a single image ad via Campaign Manager.
As the business-to-business platform witnesses a significant surge in newsletter publications, this strategic move aims to amplify brand reach and engagement.
With over 184 thousand newsletters now available and a marked increase in user engagement, LinkedIn’s new feature promises notable benefits for brands looking to leverage this growing content trend.
Here are the key points detailing this initiative:
LinkedIn Expands Sponsorship Opportunities
- Increased Newsletter Creation: Over 184 thousand newsletters now on LinkedIn, with a 59% increase in people publishing newsletter articles over the past year.
- Rising Engagement: Engagement with newsletters has risen by 47% since 2023, showcasing their growing value among users globally.
- Exposure for Brands: Brands can sponsor newsletters created by other users or their own company page newsletters via Campaign Manager, offering extended reach for long-form content.
- Thought Leader AD Option: Brands can sponsor any member’s newsletter article as part of a “Thought Leader AD,” subject to the member’s approval.
Sollis Final Thoughts
LinkedIn’s move to alow ‘sponsoring’ of user-generated newsletters marks an opportunity in brand content visibility and engagement. Within the pharma media space:
- How will health media partners react to this new monetisation opportunity?
- Which brands will jump onto these newsletters in order to engage potential customers within an B2B setting?
- How will media partners & brands look to harness their own thought-leaders in the distribution of their messaging?
To read more on this, see the recent LinkedIn post here.
