You can use thought leader ads to promote content from LinkedIn members, which can increase your reach and help you meet your brand goals. Thought leader ads can help your content stay engaging and relevant by using authentic member experiences.
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To promote a thought leader ad, the supported objective type must be brand awareness or engagement, and the supported ad format must be a single image ad or video ad.
The table provides information about the necessary requirements and permissions when using thought leader ads.
| Area | Requirement | |
|---|---|---|
| Posts | You can promote posts from employees of your company as well as members who are 1st or 2nd-degree connections. Important to know: Member posts that have already been shared to a group can’t be promoted as a thought leader ad. | |
| Promoting posts |
| • Articles and newsletter articles can be promoted. • Celebrations, documents, polls, multi-images, and reshared posts aren’t eligible for promotion at this time. |
| Page permissions | Super admin, content admin, or Sponsored Content poster. | |
| Campaign permissions | To set up an ad campaign you must have super admin, content admin, or Sponsored Content poster permission for the company Page of the account. If the ad account is associated with a Showcase Page, you must have super admin, content admin, or Sponsored Content poster permission for the parent company Page of the ad account. Keep in mind that you don't need any permissions on the thought leader's ad account. | |
| Campaign Objectives | Only available for brand awareness and engagement objectives. | |
| Ad formats | Only available through the single image ad or video ad format. | |
| Content types | Posts with images, third party links, and LinkedIn articles and newsletters. | |
| Reporting | Campaign Manager reports on the performance from the paid ad. Members can view the aggregated total of organic and paid metrics on their organic post from their profile. Keep in mind that this total doesn't reflect LinkedIn Audience Network metrics. | |
| Request limit | There's no limit of requests that you can send to each thought leader. | |
| Sponsor permission request for an organic post |
| Once a sponsor permission request has been sent, the author of the post will receive an email that'll redirect to a page that shows the post that the company is proposing to promote as well as: • Options to approve or reject |
| Call to action (CTA) | No CTA button, but URLs can be added to the intro text. | |
| Ad creatives | You can’t duplicate a thought leader ad. | |
| Metrics | The engagement metrics that apply to thought leader ads are: • Member Follows - When an ad is a sponsored member post and a member follows the member profile through the ad. |