LinkedIn is the world’s largest professional network with over 810 million members worldwide. With such a massive user base, LinkedIn advertising presents a huge opportunity for businesses looking to connect with professionals in their target market.
One of the LinkedIn ad formats is Follower Ads, which aim to get more people to follow your LinkedIn Company Page. But do these ads actually work to grow your followers and generate engagement? Let’s take a closer look.
What are LinkedIn Follower Ads?
LinkedIn Follower Ads allow you to promote your LinkedIn Company Page to reach and get followed by more of your target audience. These ads appear in the LinkedIn feed and include a prominent “Follow” button to encourage click-throughs.
The goals of LinkedIn Follower Ads are:
- Grow your follower count
- Increase engagement on your Company Page
- Build awareness of your brand, products, and services
In other words, Follower Ads help you expand your audience and establish an ongoing connection with professionals in your industry.
The Benefits of LinkedIn Follower Ads
There are several benefits that LinkedIn Follower Ads can provide:
Targeting Capabilities
LinkedIn offers robust targeting options to help you reach your ideal customers where they work and engage with content. You can target by:
- Job title
- Job function
- Industry
- Company
- Location
- Interests and skills
- And more
This level of granularity helps you connect with relevant professionals actively looking for solutions like yours.
Customization
You can customize your Follower Ads with compelling text, images, your logo, and a clear call-to-action. This branding and messaging personalization helps you stand out in the feed.
Detailed Insights
LinkedIn’s advertising platform provides robust analytics and reporting on your Follower Ads. You can view key metrics like impressions, reach, clicks, click-through rate, and cost per follow.
Retargeting
You can retarget people who engaged with your Follower Ads using LinkedIn’s automated remarketing. This allows you to keep your brand top of mind with interested professionals.
Company Page Visits
In addition to gaining followers, Follower Ads can also drive traffic to your Company Page so prospects can learn more about your business.
Potential Drawbacks
While there are many benefits, here are some potential drawbacks to consider with LinkedIn Follower Ads:
The Follower Count Isn’t Everything
Gaining followers shouldn’t be the end goal. Focus on driving relevant, high-quality followers who actually engage with your content. Vanity metrics like follower count can be misleading.
Ad Fatigue
Like most ads, Follower Ads could annoy some users who don’t want to see promotional content in their feed. Be careful not to overdo the frequency.
It’s an Ongoing Investment
Don’t expect to set and forget these ads. To see lasting benefits, you need to continually run and optimize your Follower Ads over time.
Low Follower to Lead Conversion
Not all followers convert into leads and customers. You need compelling content and messaging on your Company Page to drive conversions.
Best Practices for Success
To get the most out of your LinkedIn Follower Ads, keep these best practices in mind:
Target High-Intent Audiences
Focus your ads on audiences actively researching, evaluating or planning to buy solutions in your space. Use targeting filters like job titles, interests, and company attributes.
Highlight Value in Your Messaging
Explain how following your page will benefit your target audience. Communicate the value you provide through content and insights.
Include a Strong Call-to-Action
The “Follow” button should stand out and be irresistible. Use action-oriented language and urgent phrasing like “Follow us today.”
Leverage High-Quality Creative Assets
Invest in compelling ad creative featuring relevant images, video, or graphics that capture attention.
Measure and Optimize
Track performance metrics and continuously improve your ads. Adjust targeting, copy, creatives and placements as needed.
Retarget Engaged Users
Build remarketing lists and keep retargeting people who clicked your Follower Ads. This amplifies results.
Focus on Quality Followers
Aim for genuine, long-term followers who are interested in your brand and content. Prioritize quality over vanity metrics.
Post Valuable Updates
Give new followers a reason to stay. Share useful insights, announcements, offers, and other updates on your Company Page.
Are LinkedIn Follower Ads Worth It?
At the end of the day, are Follower Ads a smart investment? Here are a few factors to consider:
Cost
Follower Ads can be very affordable, with typical cost per follow under $1. The more competitive your targeting, the higher the cost. But overall ROI is usually positive.
| Industry | Average Cost Per Follow |
|---|---|
| Technology | $0.40 – $0.80 |
| Finance | $0.60 – $1.20 |
| Manufacturing | $0.30 – $0.50 |
Results
For most brands, Follower Ads deliver a positive return on ad spend and investment. The increase in relevant followers, brand awareness, and engagement make it worth the moderate cost.
Execution
To maximize success, you need to strategically execute your Follower Ads and properly onboard new followers. Priming your Company Page and optimizing the ad experience drives results.
Conclusion
Yes, Follower Ads can work very effectively on LinkedIn when executed properly. The platform provides powerful targeting capabilities to connect with your audience.
To see real business impact, focus on driving high-quality followers who engage with your brand. Combine Follower Ads with compelling Company Page content, excellent visual assets, and thoughtful optimization.
With the right approach, Follower Ads offer an affordable way to expand your LinkedIn audience and increase awareness and visibility for your brand.