LinkedIn recently announced that it is expanding its sponsored newsletters feature to include user-created content. This new expansion will allow brands to put their branding on popular newsletters created by thought leaders in their niche. The move comes after LinkedIn launched sponsored newsletters for company pages last month, enabling brands to promote their newsletters to a broader audience via paid boost.
Sponsored newsletters on LinkedIn are part of recurring, serialized newsletters that members can subscribe to. By sponsoring a newsletter, brands can gain more exposure opportunities, although it comes at an ongoing cost. Brands can select a newsletter article they wish to promote from their own content library through Campaign Manager or boost a newsletter article from their organization’s Page Admin view.
Creators are prompted when a request to sponsor their newsletter comes through, giving them the option to approve or deny the request. Sponsored newsletter articles under the “Lead Generation” objective will be gated with an “Unlock Article” CTA button, requiring users to enter their details to read the full post. This provides brands with an opportunity to collect valuable user data while promoting their content.
LinkedIn has seen a significant rise in the number of newsletters hosted on the platform, with over 184,000 newsletters now being created. In the past year, engagement with newsletters on LinkedIn has increased by 47%, indicating that users are not only publishing more but also reading newsletters at higher rates. This presents a valuable opportunity for brands to reach a targeted audience through sponsored newsletters.
Sponsored newsletters are part of LinkedIn’s broader efforts to provide more promotion options for brands on the platform. The expansion of sponsored newsletters to user-created content gives brands a new way to connect with their target audience and gain exposure for their content. While creators currently cannot generate income via ad revenue share, this may be a potential future opportunity as the feature evolves.
LinkedIn’s expansion of sponsored newsletters to user-created content presents a valuable opportunity for brands to reach a targeted audience and gain exposure for their content. With the growing popularity of newsletters on the platform, brands can leverage sponsored newsletters to promote their content and collect user data effectively. As the feature continues to evolve, it may provide new opportunities for creators to monetize their content and for brands to further engage with their audience on LinkedIn.