Thought-Leadership Ads: A Game-Changing Feature for B2B Marketers and Exec Comms

In the ever-evolving landscape of B2B social media, staying ahead of the curve is essential for brands looking to make a lasting impact. That’s why we were thrilled to hear LinkedIn announce an exciting new feature being rolled out; Thought Leadership Ads.  

From June 2023 onwards, businesses and their advertisers will be able to promote individual employee posts, with the employee’s approval, directly from a company page via Campaign Manager. Brace yourself for a whole new level of advertising effectiveness and pushing executive comms outside of their Executives bubble.  

Pulled from LinkedIn, this explains what their new Thought Leadership Ads are with an image of a phone showing an image advert on LinkedIn.

Leverage the credibility of employees

This innovative ad format not only allows companies to amplify their message but also leverages the credibility of their employees; a trend we’re seeing more and more.  By enabling promoted posts to appear as though they are sent by the original author, LinkedIn empowers brands to drive advertising outcomes through authentic and trustworthy content.

Whether it’s company news, thought leadership, or showcasing the vibrant company culture, this feature ensures that this new blend of Exec Comms and Advertising efforts resonate with your target audience on a deeper level and show it to a far wider audience. 

LinkedIn tell us the beta release of this new ad format has already yielded extraordinary results. High click-through rates (CTR) and engagement rates ranging from an impressive 3% to even surpassing 10% have been observed. These eye-watering statistics suggest, like Document Ads, that this feature could be a game-changer for businesses looking to connect with their audience in a more meaningful and interactive way. 

The impact of an active executive presence on social media should not be overstated. According to a recent study, a staggering 56% of professionals affirm that a business executive’s presence on social media positively influences their purchase decisions.  Moreover, 66% of professionals state that they would be more likely to recommend a company or brand if they followed a company executive on social media. This highlights the value of building strong connections between executives and their audience, and with this new LinkedIn feature, brands can effortlessly tap into this influential network. 

Thought leadership has become a driving force behind successful B2B marketing strategies and, unsurprisingly, decision makers are taking notice. According to Edelman 48% of them acknowledge that thought leadership can be highly effective in influencing their purchasing decisions. LinkedIn empowers businesses to position their leaders as industry authorities, leading to ever greater interest and investment in new opportunities, such as Social Exec Comms and Employee Advocacy.  

The numbers speak for themselves – executive content on LinkedIn generates over 4 million impressions, garners more than 1.5 million engagements, attracts 45,000+ profile views for the executives, and adds 5.2K+ followers to the company page. These impressive figures exemplify the power and reach of this new feature, offering an unprecedented opportunity for brands to expand their influence and foster meaningful connections with their audience. 

Jeremy Taylor
Date: 1st June 2023
Category: Blog LinkedIn Marketing Paid Social

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