In an effort to expand its Thought Leader Ads offerings
and boost engagement around created-made content, LinkedIn is making it possible for advertisers to sponsor member posts that link directly to an event page.
LinkedIn, which originally teased Thought
Leader Event Ads last fall, says that marketers can login to Campaign Manager to set their event ad, then choose “Browse Existing” in the content library in order to search for a
member’s post containing an event to sponsor.
This includes event pages created by an executive,
employee, creator, or industry expert, who will have the choice whether or not to grant the interested business permission before sponsoring their post.
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According to the business-focused social media company, B2B marketers are seeing 1.6x higher engagement with
Thought Leader Ads compared to single image ads, while Live Video events are also becoming more popular, increasing by 15.3% throughout 2024.
With a rise in C-suite users, LinkedIn is doubling down on promoting
content from creators and experts due to an enhanced sense of trust users have in their advice and abilities.
Citing internal data, LinkedIn says that 94% of marketers agree trust is the key to B2B success, while 81% of B2B marketing leaders believe leveraging influencer marketing helps establish
trust.
For now, LinkedIn notes that Thought Leader Event Ads can only be used with the brand awareness and
engagement objectives.