LinkedIn has recently expanded its sponsored newsletter feature to include newsletters created by users in the app, allowing brands to promote their branding on popular newsletters created by thought leaders in their niche. This option enables brands to reach a broader audience through paid boosts, extending to any newsletter in the app.
The sponsored newsletters are a way to extend the reach of existing long-form newsletter content by sponsoring any member’s newsletter content or any newsletter published on a company page as a single image ad through Campaign Manager. This provides more exposure opportunities for brands, though at an ongoing cost.
To sponsor a newsletter, users can select a newsletter article they wish to promote from their content library or boost a newsletter article from the organization’s Page Admin view. Creators are prompted to approve or deny requests to sponsor their newsletter, and sponsored newsletter articles under the “Lead Generation” objective will be gated with an “Unlock Article” CTA button.
With over 184,000 newsletters now being hosted on LinkedIn, and engagement with newsletters rising by 47% in the past year, sponsored newsletters provide a significant, targeted push in reaching a larger audience. LinkedIn introduced sponsored newsletters in July as an expansion of Sponsored Articles, offering more ways for brands to promote and gate their content in the app.
Sponsored newsletters present a valuable opportunity for niche targeting and provide newsletter creators with more exposure for their work. While creators currently cannot generate income through ad revenue share, this feature could incentivize creators to spend more time on their LinkedIn content efforts, ultimately benefitting both creators and brands.
In the early stages, LinkedIn is focused on providing more promotion options for brands through sponsored newsletters and Sponsored Articles. This expansion allows brands to boost the reach of user-generated content and connect with their established audience, ultimately enhancing their marketing efforts on the platform.