The Expansion of Sponsored Newsletters on LinkedIn

LinkedIn has recently introduced a new feature where users can sponsor newsletters created by other users in the app. This expansion allows brands to put their branding on popular newsletters created by thought leaders in their niche. This new development builds upon the previous launch of sponsored newsletters for company pages, providing more opportunities for brands to promote their content to a wider audience via paid boost.

Sponsoring a newsletter on LinkedIn allows brands to extend the reach of their existing long-form content. By sponsoring a user-generated newsletter or one published on their Company Page, brands can increase exposure opportunities for their content. This feature works similarly to LinkedIn’s “Thought Leader Ads”, where creators have the option to approve or deny requests to sponsor their newsletter. Additionally, newsletters can be gated with an “Unlock Article” CTA button under the “Lead Generation” objective, encouraging users to enter their details to access the full content.

According to LinkedIn, there are over 184,000 newsletters hosted on the app, with a 47% increase in engagement over the past year. This data indicates a growing trend of users subscribing to and reading newsletters on LinkedIn. The introduction of sponsored newsletters in January and the subsequent expansion in July provide brands with more ways to promote and gate their content, targeting niche audiences and gaining more exposure for their work.

While creators currently cannot generate income through ad revenue share on LinkedIn, this could be a future opportunity as the platform continues to evolve. Providing more promotion options for brands and creators alike, LinkedIn aims to support content creators in their efforts to reach a wider audience and establish themselves as thought leaders in their respective industries.

The expansion of sponsored newsletters on LinkedIn offers brands and creators a valuable opportunity to enhance their content promotion strategies. By sponsoring user-generated newsletters and leveraging the platform’s audience reach, brands can increase visibility and engagement for their content. As LinkedIn continues to innovate and provide more options for content promotion, it will be interesting to see how brands and creators utilize these features to maximize their reach and impact in the digital landscape.