LinkedIn’s adding another element to its Thought Leader Ads, with businesses now also able to sponsor any member’s posts that include a link to a LinkedIn event.
As you can see in this example, LinkedIn’s new “Thought Leader Event Ads” will provide another way to highlight upcoming LinkedIn events, by amplifying user-created posts.
As explained by LinkedIn:
“When a member - executive, employee, creator, or industry expert - shares an event Page, marketers can now promote that post with a Thought Leader Event Ad. Marketers can login to Campaign Manager to set up their Thought Leader Event Ad. From there, they can choose ‘Browse Existing’ in the Content Library to search for a member’s post containing an event to sponsor.”
So, of course, you’ll need to find LinkedIn posts that link to your event, and they will have to include a direct link to your LinkedIn event page. You’ll also need to get permission from the creator to sponsor their post, but it’ll provide another means to highlight upcoming LinkedIn sessions, using the power of influencers to generate more interest.
Which could be effective. LinkedIn has published various studies on the power of influencers in swaying consumer opinions.
LinkedIn also reports that B2B marketers are seeing 1.6x higher engagement with Thought Leader Ads compared to single image promotions, while LinkedIn also says that the volume of Live Video events in the app increased by 15.3% throughout 2024.
LinkedIn expanded Thought Leader Ads to posts from any user, as opposed to only employees, in March last year, providing a broader scope of opportunity for this option. And now, you can also integrate direct event promotions into this mix, which will also give you more scope to boost organic updates from speakers, sponsors, known industry leaders, etc.
It could be a powerful combination, and a means to spark more interest and engagement with your LinkedIn events.
Note: LinkedIn says that Thought Leader Event Ads can only be used with the brand awareness or engagement objectives at this time.
