Are sponsored LinkedIn messages real?

LinkedIn sponsored messages have become a popular way for businesses and individuals to reach their target audience on the platform. These paid messages appear in the LinkedIn feed and inbox just like regular content. But that leads many users to wonder – are sponsored LinkedIn messages real?

What are LinkedIn sponsored messages?

LinkedIn sponsored messages, also known as sponsored InMail, allow brands to pay to directly contact LinkedIn members via the platform’s messaging system. These messages have the same look and feel as regular InMail messages.

With sponsored InMail, businesses can:

• Target LinkedIn members by job title, industry, company, location, interests, skills, and more
• Personalize messages with the member’s name, company, and profile info
• Add rich media like images and videos
• Track open and response rates

Sponsored InMail is part of LinkedIn’s paid advertising offerings, which also include sponsored content, Text Ads, and more. Brands typically use sponsored messages for lead generation, recruiting, event promotion, surveys, and to drive traffic to their website or landing pages.

Are the messages automated or real?

While the delivery method is automated, the content of most sponsored LinkedIn messages is written by a real person. Brands hire freelance writers or use their own marketing teams to craft authentic, personalized messages to send out via the platform.

However, there are some cases where the messages may be computer-generated:

• Some recruiters and staffing agencies use templates with merge fields to auto-populate names, companies, and other details in bulk messages.
• Businesses may test automated messaging when launching sponsored InMail campaigns, before refining their outreach.
• Fraudulent accounts may utilize bots or spam software to send automated messages.

So while most sponsored messages come from real people, it’s important to pay attention to the content and personalization to gauge authenticity.

How to tell if a sponsored message is real or automated

Here are some tips for assessing whether a LinkedIn sponsored InMail is genuine:

• Check the personalization – Real messages will personalize with your name, company, job title, and other profile details. Generic greetings like “Hi there” may indicate an automated message.
• Look for logical content – Does the message make sense and apply well to your profile? Or is the content generic and unrelated to you? Real messages will be tailored.
• Assess the writing quality – Poor grammar, spelling mistakes, and awkward phrasing are red flags for automated messages.
• Consider the call to action – A relevant, non-salesy CTA indicates a thoughtful, genuine message.
• Check for contact information – Are the sender’s name, company, and contact info clear? Lack of details may signify automation.
• Look for personal social proof – Does the message reference a common school, employer, interest, or connection? If so, it’s likely real.

Taking a few seconds to analyze sponsored messages this way can help determine if they’re genuine or not.

Why do brands use sponsored messages on LinkedIn?

There are several key reasons brands invest in LinkedIn sponsored messages:

• Targeted reach – Sponsored InMail enables brands to precisely target their ideal audience based on professional demographics, interests, profile information, and more.
• Increased engagement – Open and click-through rates for sponsored messages are significantly higher compared to organic content.
• Built-in delivery – Messages appear directly in the LinkedIn inbox, guaranteeing visibility provided recipients have the email setting enabled.
• Measurable results – Brands can track opens, clicks, responses, and conversions to optimize their approach.
• Personalized communication – Adding custom fields allows for one-to-one relationship building at scale.

In comparison to conventional email and lead generation tactics, LinkedIn sponsored messages provide a more focused, measurable way for brands to connect with their audience.

Best practices for using sponsored messages

To maximize the impact of LinkedIn sponsored InMail, keep these best practices in mind:

• Personalize thoroughly with merge fields and tailored copy.
• Keep subject lines and preview text short, clear, and compelling.
• Focus on providing value rather than making a hard sales pitch.
• A/B test different calls-to-action, offers, headline variations, etc.
• Follow up with non-responders to improve response rates.
• Track results closely and optimize based on high-performing messages.

With a genuine, thoughtful approach tailored to each recipient, brands can develop quality relationships through LinkedIn sponsored messages.

Opinions on sponsored messages

Opinions vary on the effectiveness and appropriateness of sponsored messages on LinkedIn. Here are some common perspectives:

In general, the consensus seems to be that sponsored messages can provide value, but need to be relevant and personalized to avoid disengaging recipients.

Conclusion

Sponsored LinkedIn messages allow brands to reach their target audience in a direct, measurable way. While most are sent by real people, it’s important to assess quality by checking personalization, writing, contact details, and overall relevance. With the right approach, sponsored InMail can build relationships, spark engagement, and achieve conversion goals.

But low-quality, spammy messages sent at mass scale can frustrate recipients. That’s why brands need to focus on value, relevance, and personalization. Overall, sponsored messages are a promising tool – but they must be executed thoughtfully.