Sponsored newsletters to help marketers amplify their long-form content and reach new audiences

LinkedIn has unveiled sponsored newsletters to help marketers attract more readers and subscribers and drive meaningful engagement with their brand. 

Marketers can now sponsor any member’s newsletter content (upon receiving approval) or any newsletter published on your Company Page as a single image ad through Campaign Manager.

In the past year, LinkedIn has seen a 47% increase in newsletter engagement and a 56% rise in member readership and now the opportunity to sponsor this long-form content will only further extend the reach and help drive meaningful engagement for brands.

There are now over 184K newsletters on LinkedIn, and in the past year, LinkedIn has reportedly seen a 59% increase in people publishing newsletter articles on its platform. 

Kevin Vlk, Brand Activation & Social Lead, Zoom, shared: “Making LinkedIn newsletters as part of our social strategy has been an invaluable tool for us to reach our Zoom audience, especially during our Zoom Workplace and Zoom AI Companion launches. Just in the past year, our subscriber count has grown 36% and article views are up 45% with a 550%+ increase of impressions and engagements.”

How it works

Sponsoring Company or Personal Content: Now, when you log into Campaign Manager, you can select a newsletter article you wish to promote from your own content library. Alternatively, you can boost a newsletter article from your organization’s Page Admin view.

Sponsoring Other Member’s Content with Thought Leader Ads: In addition to promoting newsletter articles from your brand’s LinkedIn Page, you can also sponsor a newsletter article shared by any member on LinkedIn as part of a Thought Leader Ad. Similar to other Thought Leader Ad campaigns, you’ll request approval from that member to share their article as sponsored content.