InSider Voice: Unpacking LinkedIn's New Thought Leader Ads
By Marius Greef; Founder and Director Turn Left Media

InSider Voice: Unpacking LinkedIn's New Thought Leader Ads

Your employees are the heart and soul of your brand. LinkedIn’s #ThoughtLeaderAds lets them take centre stage, promoting their content to share your brand's story through the most authentic voices you have. But is this new ad format the future of brand building?

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Examples from LinkedIn, Invesco and TIAA

Introducing LinkedIn 's Thought Leader Ads - a new ad format that enables you to sponsor your thought leaders' posts, thereby providing a trusted voice for your brand. It’s a novel take on influencer marketing, shifting the focus from external influencers to those who are an integral part of your organisation.


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Why Thought Leader Ads?

The concept is anchored in three fundamental principles.

  1. First, build credibility by promoting genuine content from actual employees to generate brand trust. And it's proven effective, with influencer marketing driving 70%+ brand recall after ad exposure compared to traditional media content.
  2. Second, it helps distinguish your brand as an industry authority. Sharing unique perspectives from top-tier talent positions them as category leaders and helps your brand stand out from competitors.
  3. Lastly, this approach aids in growing a community around your thought leaders. A higher engagement rate for your thought leaders means more exposure for your brand. Data shows that Thought Leader Ads have a 1.7x higher click-through rate and 1.6x higher engagement rate than other single-image ad campaigns.

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Thought Leader Ads in Action

This strategy proves impactful across various scenarios showcasing your expertise in a sector, sharing company announcements, revealing product launches, sharing insights on your workplace culture, or sharing major company news.

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Thought Leader Ads Across B2B, B2E, and Corporate Communications

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A Naysayer's Perspective

Despite the clear benefits, there are potential pitfalls. Here are some reservations critics have expressed:

  • Reputational Risk: Any controversy involving thought leaders could reverberate to the company's brand image.
  • Dependence on Individual Persona: If a thought leader's public standing dips or if they leave the company, the campaign's effectiveness could be impacted.
  • Authenticity Concerns: Striking the balance between personal endorsement and corporate messaging is vital. If handled properly, campaigns could come across as inauthentic, possibly triggering scepticism among the audience.


Thought Leader Ads present a significant opportunity to enhance brand equity and engagement. But their effectiveness ultimately relies on striking the right balance between leveraging your thought leaders' power and maintaining their voices' authenticity. We'd love to hear your thoughts as you ponder on this new ad format. Share your insights in the comments below!

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Are you ready to take your Thought Leadership strategy to the next level? Whether you're looking to enhance your LinkedIn profile, revamp your B2B communications, or simply need expert guidance, we're here to help. Reach out to our team at Turn Left Media today.

Send us an email at [email protected]. Let's collaborate to amplify your brand's voice and create meaningful, impactful connections. Remember, your LinkedIn Thought Leadership journey starts with a single step. Make that step with us today!

References:

LinkedIn Ads' official guide, TopRank Marketing B2B Influencer Marketing Research Report, Edelman-LinkedIn B2B Thought Leadership Impact Study, 2022.

Turn Left | LinkedIn Partners for Africa , LinkedIn for Marketing , John Bowles , Samantha Olivier , Karla Partner , Dorianne Tharratt , Nawhaal Fakir , Shaileen Davids , Nelly Ndonye , Tunde Ajetomobi


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