LinkedIn launches sponsored articles

LinkedIn users can read sponsored posts without leaving the platform, potentially leading to increased engagement.

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LinkedIn has introduced sponsored articles, providing marketers with an additional tool that may contribute to enhancing brand awareness, increasing engagement, and driving lead generation.

Why we care. As LinkedIn users will not have the hassle or inconvenience of having to leave the platform to read the sponsored content, this could result in higher engagement.

LinkedIn Sponsored Posts

How it works. When a company account publishes an article on LinkedIn, admins now have the option to promote it. This promotion allows the addition of a CTA button, like “Unlock Article,” encouraging users to sign up to access the complete content. While this feature resembles LinkedIn lead generation ads, its direct connection to in-app engagement is advantageous for LinkedIn and potentially beneficial for businesses

Accessibility. Currently, only articles authored by companies are eligible for sponsorship. However, the LinkedIn product team is actively working on developing numerous additional functionalities, which are expected to be rolled out shortly.

Roll out. Sponsored posts has been rolled out to the majority of business accounts already, however, some brands may not have access to this feature just yet.

What LinkedIn is saying. Baptiste Beauvisage, Lead Client Solutions Manager at LinkedIn, stressed the benefits of this new product to advertisers and brands in a statement:

  • “You can use the content you already have on your Linkedin page.”
  • “Sponsored posts are more viral than a blog article hosted externally.”
  • “You can have all the comments from logged-in members on the article directly.”
  • “There is a better UX.”
  • “You can drive leads without sending users off Linkedin to consult your article.”

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Deep dive. Read our article on surging LinkedIn ad prices for more information on why the platform has become so popular amongst advertisers.


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About the author

Nicola Agius
Contributor
Nicola Agius is the Director of SEo and Discover at Reach PLC. Previously, she was Paid Media Editor of Search Engine Land from 2023-2024. She covered paid media, retail media and more. Before this, she was SEO Director at Jungle Creations (2020-2023), overseeing the company's editorial strategy for multiple websites. She has over 15 years of experience in journalism and has previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). She also previously teamed up with SEO agency Blue Array to co-author Amazon bestselling book Mastering In-House SEO.

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