by Colin Kirkland
Source: www.mediapost.com, August 2024
On the heels of its decision to launch sponsored newsletters for company pages, LinkedIn is inviting brands to sponsor newsletters created by other users or any newsletter publish ed on their company page as a single image ad through Campaign Manager.
According to LinkedIn, there are now over 184 thousand newsletters on the business-to-business platform, with the company seeing a 59% increase in people publishing newsletter articles over the past year.
LinkedIn says engagement with newsletters is way up — rising 47% since 2023, which indicates users across the globe find value in this form of content.
The decision to allow brands to promote their newsletters via paid boost is intended to incentivize brands with an opportunity to extend the reach of their existing long-form newsletter content, which are recurring and subscription-based and could provide brands with more exposure opportunities for an ongoing charge.
“Now, when you log into Campaign Manager, you can select a newsletter article you wish to promote from your own content library,” LinkedIn writes in a blog post. “Alternatively, you can boost a newsletter article from your organization’s Page Admin view.”
Brands will also have the option to sponsor a newsletter article shared by any member on LinkedIn as part of a “Thought Leader AD,” which requires brands to request approval from the member to share their article as sponsored content. LinkedIn members are then able to approve or deny the request.
According to Kevin Vlk, the brand activation and social lead at Zoom, sponsored newsletters have resulted in an increase of 36% in subscriber count over the past year, a 45% increase in article views and a 550% increase in impressions and engagements.
