As an advertiser, you can use thought leader ads to sponsor and promote content from LinkedIn members of your company, which can increase your reach and help you meet your brand goals.
Before creating a thought leader ad, you can either create a new campaign or use an existing brand awareness or engagement campaign. You can also create new ads for existing single image ad and video ad campaigns by editing your campaign.
Important to know
To sponsor and promote content as a thought leader ad, the supported objective type in the ad campaign must be brand awareness or engagement, and the supported ad format must be a single image ad or video ad.
To create a thought leader ad:
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Go to the Set up Ads page in Campaign Manager.
- New campaign - If you're creating a new campaign, you'll go to the Set up Ads page after selecting your campaign settings.
- Existing campaign - To add an ad to an existing campaign, you can edit the campaign to go to the Set up Ads page.
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Click the Browse existing content button. The Content Library page opens.
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Click LinkedIn members to search for and select member posts that you'd like to sponsor.
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Select the Posts tab to search for posts by member name or post URL. You can search posts from members who are employees of your company or who are 1st or 2nd degree connections.
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Select the desired post from the member and click Request approval to send a sponsorship request to them.
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In the Request Approval dialog, click Send.
- Once the sponsorship request is sent, you can also click View Request and click Copy link to send the request as a direct message to the member.
- You can use the Requests tab to view sent requests and filter by the Approved, Declined, or Pending status.
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The member will receive an email notification requesting their approval.
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Once approved by the employee, you’ll be notified in Campaign Manager and can sponsor the requested post.
- Members can approve a single sponsorship request or all pending and subsequent requests.
- Members can choose to revoke their sponsorship permission at a later time. You'll receive a notification, and the ad will immediately turn off. The campaign will continue delivering if there are other ads; otherwise, the campaign will remain active but stop delivering.