LinkedIn has expanded its sponsored articles ad option to include sponsored newsletters, which allows brands to generate leads from their LinkedIn content. This provides another way for brands to reach a larger audience within their specific sector, as LinkedIn newsletters have seen significant growth within the app. Sponsored newsletters are similar to sponsored articles, enabling brands to promote and gate their posted content in order to attract more sign-ups.
By creating a newsletter within the app, brands can use it as a lead generation tool to expand their reach and gather more information for future outreach efforts. The ability to sponsor existing newsletters and partner with popular creators in the app to enhance brand presence is also coming soon. Only newsletter articles authored by a company and part of an organic Company Page post can be sponsored, but LinkedIn plans to make member-authored newsletter articles available for sponsorship in the future.
LinkedIn offers sponsored newsletters as part of brand awareness and engagement campaigns, which can be created via the “Content Library” in Campaign Manager. These sponsored newsletters can also be boosted to maximize reach. Given the 47% increase in engagement with newsletters in the app over the past year, sponsored newsletters could be a valuable consideration for brands looking to connect with a larger audience on LinkedIn. With over 184,000 newsletters published in the app, there is a clear interest from users in receiving periodic updates from people and pages.
The rollout of sponsored newsletter articles on LinkedIn will occur over time, so brands who do not have access to this option yet can expect it to be available soon. LinkedIn provides resources on how to set up a sponsored newsletter campaign, making it easier for brands to utilize this new advertising option on the platform. Ultimately, sponsored newsletters offer brands another way to increase their visibility and engagement on LinkedIn, reaching more users who are interested in receiving updates and information from companies within their industry.