LinkedIn, after launching Premium Pages for companies, is now expanding its advertising offering with sponsored content that allows brands and companies to generate leads and reach more users on the professional social network.
In January 2024, the company launched the ability to sponsor long-form Articles created on the social network within Company Pages to achieve greater reach. Now, with the same goal, sponsored Newsletters are being introduced—another way to invest in the platform and get more out of the content published on it.
Companies can now promote the Newsletters they create within their LinkedIn Company Page to gain more subscribers. This type of content is very popular on the professional social network. In fact, according to LinkedIn, companies on the platform already create more than 184,000 different newsletters through the application.
Creators of these Newsletters will now find in the editor a lead generation tool that allows them to expand their reach and automatically generate more information for potential subscribers.
Not only can newly created newsletters be sponsored, but newsletters previously created by the brand can also be promoted. All of this is managed from the “Content Library” found in the Campaign Manager of the company’s LinkedIn profile.
For now, only Articles and newsletters created by brands that are part of their LinkedIn Page content can be promoted.
However, the company has indicated that “soon” it will be possible to manage agreements with popular LinkedIn creators to promote a newsletter and help brands improve their presence on the social network. It has not been officially specified when this service will be available.
