Thought Leader Ads get a significant upgrade

2 minute read

How LinkedIn's Amplified Thought Leadership is Reshaping B2B Engagement

In today's digital landscape, trust is paramount. Information overload and relentless marketing messages have created a world where audiences crave authenticity and expertise. This shift in perspective has redefined the B2B marketing landscape, placing a premium on thought leadership.

Understanding this, LinkedIn is spearheading a revolution with the latest iteration of its Thought Leader Ads.

This groundbreaking update shatters the traditional boundaries of B2B promotion. Previously limited to sponsoring content from verified company employees, LinkedIn is now empowering businesses to leverage the voices of any relevant professional on the platform. Imagine amplifying your brand message through the lens of industry titans, established thought leaders, or even insightful second-degree connections – the possibilities are truly transformative.

The data underscores the power of this approach. The Edelman-LinkedIn B2B Thought Leadership Impact Study paints a clear picture: a staggering 73% of decision-makers prioritize thought-leader content as a more trustworthy indicator of a company's capabilities compared to traditional marketing materials. This statistic highlights the inherent credibility associated with industry expertise, making Thought Leader Ads with an expanded reach an invaluable tool for building trust and brand authority.


But how does it work in practice? The process is designed to be seamless and respectful. Through LinkedIn's Campaign Manager, businesses can delve into a vast pool of content. They can target specific individuals – from trusted first-degree connections to renowned scientific experts – whose insights align with their marketing goals. Once a relevant post is identified, the company can initiate a sponsorship request.

Critically, the content creator retains complete control, receiving a notification to either approve or decline the offer. This ensures transparency and upholds an ethical standard around content usage.

While the feature isn't quite live yet (scheduled for a late-April rollout), it's certainly worth familiarizing yourself with its potential. By strategically leveraging Thought Leader Ads with an expanded reach, businesses can unlock a powerful new avenue for establishing credibility, fostering deeper connections with target audiences, and ultimately, driving business growth.

Get ready for a dynamic shift on LinkedIn, where every profile transforms into a potential platform and every insightful recommendation blossoms into a springboard for success 😁

About the author

Rasmus Lindberg

Partner & Co-Founder, B2B Expert