Best practices
Learn how to create a successful Thought Leader Ad and share content creation tips with your thought leaders.
Ad Formats
Advertising Features
Promote authentic content a variety of sources to generate brand trust. You can boost thoughts from company employees, industry experts, customers, or content creators.
Share unique perspectives from your execs, industry experts, or customers to position your company as a category leader and stand out from competitors.
Generate followers and engagement for thought leaders in your organization.
Barkha Patel
Senior Vice President, Communications, Asia Pacific
Mastercard
"We view LinkedIn as a strategic marketing partner, especially when it comes to engaging our wide range of stakeholders across the Asia Pacific region. When presented with the opportunity to trial Thought Leadership Ads, we immediately agreed, and are glad we did as the impact was clear. It reaffirms what we all know: that people enjoy hearing from people. One of our executives was delighted to wake up to more than 500 notifications on the first day!"
Canberk Beker
Head of Paid Acquisition
Cognism
"Thought Leader Ads did not only help us to increase the CTR and decrease the CPC, but also these ads helped us to create a non-stop content engine by enabling us to promote each of our employees’ posts."
Dylan Doyle
Assistant Director, Social Media
EY Canada
"If you’re a marketer who believes that brand trust is one of top reasons business decision makers buy a product or service AND that people trust people, LinkedIn’s Thought Leader Ads are a natural evolution for your marketing mix."
You can use Thought Leader Ads with the Brand Awareness or Engagement objectives.
Once you've determine which objective and target audience best suits your campaign goal, select "Single image ad" as your content type. Select "Video ad" if the post you plan to promote includes a video.
Pro Tip: Ad accounts linked to either a LinkedIn Page or Showcase Page can create a Thought Leader Ad, but the ad will always be tied to the parent LinkedIn Page.
Requesting permission to promote your thought leader’s post is easy. Simply search for an employee associated with your company Page, find a post you want to promote, and request the poster’s permission - all through LinkedIn Campaign Manager.
Your thought leader, the author of the post, will get notified and can either approve or deny your request. Once you’ve received approval, select the approved post to use as your ad creative.
Pro Tip: To complete your campaign, ensure the post meets the requirements for promotion.
Measure the impact of your Thought Leader Ads directly from LinkedIn Campaign Manager. Evaluate the performance of your ads by reviewing metrics that align with your campaign goals and objectives.
Your thought leader can view the aggregated organic and paid metrics on their organic post.
Pro Tip: Encourage your thought leader to save their organic performance before running your campaign so you can measure its impact.
Best practices
Learn how to create a successful Thought Leader Ad and share content creation tips with your thought leaders.
View best practices
Help Center article
Find out how to request permission from your thought leaders and view the requirements needed to get started.
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