Yes, you can post sponsored content on LinkedIn. LinkedIn offers multiple advertising formats that allow brands to promote content to LinkedIn users. The main options for posting sponsored content on LinkedIn include Sponsored Content ads, Sponsored InMail, and paid partnerships with influencers. Brands use these formats to increase awareness, generate leads, and drive engagement with LinkedIn’s audience of professionals.
What is Sponsored Content?
Sponsored Content is LinkedIn’s flagship advertising product that allows brands to promote content directly in the LinkedIn feed. Sponsored Content ads appear in the news feed and look similar to regular posts. However, they are labeled as “Sponsored” and brands target them to reach specific audiences.
With Sponsored Content, brands can promote a wide range of content including:
- Articles
- Whitepapers
- Ebooks
- Blog posts
- Videos
- SlideShare Presentations
- Infographics
Sponsored Content allows brands to share relevant content that provides value to their target audience on LinkedIn. It enables brands to generate awareness, increase engagement, and drive visits to their website or other landing pages.
Benefits of Sponsored Content
Here are some of the key benefits of using Sponsored Content on LinkedIn:
- Increases awareness – Promotes content directly in the LinkedIn feed to reach a large professional audience.
- Drives engagement – Can generate likes, comments, and shares to content.
- Targets specific audiences – Content can be targeted by location, industry, job role, interests, and more.
- Flexible campaign objectives – Aims can include website visits, conversions, lead generation, or brand awareness.
- RETS reporting – Provides detailed analytics on content performance and audience engagement.
Sponsored Content Ad Options
There are several ad formats available within Sponsored Content:
Single Image Ads
Single image ads allow brands to promote a single visual like an infographic, meme, or photo along with a caption and link.
Carousel Ads
Carousel ads feature multiple images that users can flip through horizontally, with each image linking to a different page.
Video Ads
Video ads enable brands to promote video content natively in the LinkedIn feed. Videos can be up to 10 minutes long.
Text Ads
Text ads contain only text with a headline, body text, and call-to-action button. They work well for promoting blog posts or articles.
Best Practices
Here are some best practices for creating effective Sponsored Content campaigns:
- Target a specific audience – Leverage LinkedIn’s detailed targeting capabilities to reach your ideal customers.
- Write compelling ad copy – Focus on how your content provides value to your audience.
- Use eye-catching visuals – Images/videos should grab attention and communicate your message quickly.
- Utilize call-to-action buttons – Provide a clear way for viewers to convert or learn more.
- Align messaging – Ensure your ad copy and landing page work together to deliver a consistent message.
- Test different formats – Try combining images, video, and text within your campaigns.
- Monitor performance – Analyze results frequently and optimize campaigns to improve engagement.
Sponsored InMail
In addition to Sponsored Content, brands can also post sponsored messages directly to LinkedIn members’ inboxes through Sponsored InMail. With this ad unit, messages are delivered like regular LinkedIn messages but are clearly labeled as sponsored.
Key features of Sponsored InMail include:
- One-to-one messaging – Send personalized messages to targeted prospects.
- High inbox placement – Get prominent delivery in the LinkedIn inbox.
- Related targeting – Target by member attributes and interaction with previous campaigns.
- Tailored CTAs – Include custom call-to-action buttons within messages.
- Flexible objectives – Aims can include lead generation, event registration, and content promotion.
Sponsored InMail is best for sending targeted, one-to-one messages that aim to convert high-value, executive-level prospects. It works well when you want to promote content offers directly to prospects or invite them to upcoming webinars and events.
Influencer Marketing
In addition to paid advertising, brands can also post sponsored content through influencer marketing campaigns on LinkedIn. This involves partnering with LinkedIn influencers to create sponsored posts that promote your brand or content.
LinkedIn influencer marketing takes two main forms:
Thought Leadership Articles
Thought leadership articles are long-form posts written by influencers that aim to build brand awareness and credibility. For example, an influencer may interview one of your executives about leadership best practices.
Sponsored Updates
These are short one or two paragraph posts that influencers can share on their profile feeds. You may compensate the influencer or provide them with free products to feature in the update.
Influencer marketing can help lend credibility to your brand while leveraging the influencer’s audience and expertise. Make sure to vet potential partners carefully to ensure proper brand alignment.
LinkedIn’s Advertising Policies
When posting any sponsored content on LinkedIn, it’s important to follow their advertising policies. Here are some key guidelines:
- Don’t use misleading language – Clearly identify sponsored content as ads.
- Respect member privacy – Don’t target individual members without their consent.
- Follow FTC guidelines – Properly disclose endorser relationships.
- Comply with all regulations – Adhere to legal requirements in targeted countries.
- Use authentic engagement – Don’t artificially inflate metrics with fake likes, shares, etc.
Make sure any influencers or partners you work with also comply with LinkedIn’s policies. Transparency with your audience is key.
Measuring Results
To determine the effectiveness of your sponsored content efforts, pay close attention to the following LinkedIn advertising metrics:
Sponsored Content
- Impressions
- Clicks
- Click-through rate
- Comments
- Likes
- Shares
- Leads
- Website visits
- Engagement rate
Sponsored InMail
- Inbox rate
- Open rate
- Click-through rate
- Reply rate
- Leads
Monitor these KPIs to identify top-performing content and underperforming campaigns. Use insights to refine your targeting, messaging, and creative over time.
Tools to Manage Sponsored Content
Here are some top tools to help plan, execute, and analyze sponsored content efforts on LinkedIn:
| Tool | Key Features |
|---|---|
| LinkedIn Campaign Manager | LinkedIn’s native advertising platform. Create, run, and monitor campaigns. |
| BuzzSumo | Analyze content performance and influencer reach. |
| Upfluence | Influencer marketing platform. Connect with influencers and manage campaigns. |
| Rival IQ | Social media analytics. Track brand mentions, hashtags, competitors. |
| Sprout Social | Social media management platform. Schedule and publish content across networks. |
Leverage a mix of paid advertising management platforms, influencer marketing tools, social media analytics, and social media management tools.
Conclusion
Posting sponsored content enables brands to reach LinkedIn’s audience of professionals in a strategic, targeted way. Brands have multiple options to choose from including Sponsored Content ads, Sponsored InMail, and influencer marketing campaigns. Follow LinkedIn’s policies, focus on quality over quantity, and track performance data to maximize results.
With over 690 million members, LinkedIn provides a powerful platform to promote content and engage professionals. Sponsoring relevant content that provides value can drive brand awareness, leads, and website traffic for businesses. Approach sponsored content thoughtfully and consistently measure results to build an effective presence.