LinkedIn recently announced that they are expanding their sponsored newsletters feature to include newsletters created by other users on the app. This means that brands now have the opportunity to put their branding on popular newsletters created by thought leaders in their niche. This move opens up new possibilities for brands to promote their content to a wider audience through paid boosts.
With the launch of sponsored newsletters for company pages last month, LinkedIn is now allowing brands to extend the reach of their long-form content through sponsored newsletters. Brands can now sponsor any member’s newsletter content or any newsletter that is published on their Company Page as a single image ad through Campaign Manager. This provides brands with the chance to promote their content in a more targeted and engaging way.
It is important to differentiate between sponsored articles and sponsored newsletter articles on LinkedIn. Sponsored articles are standalone, long-form posts, while sponsored newsletter articles are part of serialized newsletters that members can subscribe to. By sponsoring a newsletter, brands can increase their exposure and reach, albeit at a continuous cost. This provides brands with more opportunities to connect with their target audience and drive engagement.
LinkedIn’s sponsored newsletters feature allows brands to select a newsletter article from their own content library or boost a newsletter article from their organization’s Page Admin view. This means that brands can effectively sponsor user-generated content and enhance its reach through paid promotion. Creators are notified when a request to sponsor their newsletter comes through, giving them the option to approve or deny the request. Sponsored newsletter articles under the “Lead Generation” objective will be gated with an “Unlock Article” CTA button, encouraging users to enter their details to access the full post.
LinkedIn has seen a significant increase in newsletter engagement over the past year, with over 184,000 newsletters currently hosted on the app. This surge in engagement highlights the growing popularity of newsletters as a content format on LinkedIn. Sponsored newsletters provide brands with a valuable opportunity to tap into this trend and connect with their target audience in a meaningful way. By leveraging sponsored newsletters, brands can gain more exposure for their content and drive higher engagement rates.
While LinkedIn does not currently offer creators the opportunity to generate income through ad revenue share for sponsored newsletters, this could be a potential future opportunity. Providing creators with the ability to monetize their content through sponsored newsletters could incentivize them to invest more time and effort into their LinkedIn content efforts. For now, LinkedIn is focused on providing brands with more promotional options and enhancing the reach of user-generated content on the app.
Overall, the introduction of sponsored newsletters on LinkedIn represents a significant step towards expanding branding opportunities and driving engagement on the platform. Brands now have the ability to leverage user-generated content and reach a wider audience through paid promotion. As the popularity of newsletters continues to rise on LinkedIn, sponsored newsletters offer brands a strategic way to enhance their content strategy and connect with their target audience effectively.
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