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Are we all LinkedIn Influencers now? What LinkedIn’s latest update means for brands

What’s the latest with LinkedIn? Glad you asked. The platform has gotten on the influencer marketing train recently, and has leaned into both its own strengths and rise of employee advocacy to launch a new advertising feature that has marketers buzzing. While brands have always had the ability to “notify employees” of new posts – pushing organic shares and reposts of content, with the recent roll out of LinkedIn Influencer ads, brands now have the opportunity to sponsor posts from their employees, expanding their reach and engagement in ways previously not possible. 

What does this mean for you? Well, as an agency that has launched our fair share of successful LinkedIn marketing campaigns (see: Orveon) we thought we’d put together a brief explainer. 

This is sure to be a developing story, so check back often for updates!

What are LinkedIn Influencer Ads?

Similar to sponsored posts from company pages, LinkedIn Influencer Ads allow businesses to sponsor posts from their employees.

This means that individual team members can now become brand ambassadors, showcasing their expertise, and driving engagement on the platform.

In a way, this is similar to brands’ putting spend behind UGC on other platforms, as the brand is not responsible for the content itself, but rather amplifying the words and creative of individuals who choose to post about them on the platform.

How does LinkedIn Influencer Marketing Work?

Setting up LinkedIn Influencer Ads is a straightforward process. Start by creating a new campaign with the objective of “engagement.” Disable audience expansions and LAN, and proceed to add new ads.

Click on “browse existing content” and choose “employee.” Type the name of the employee whose post you wish to sponsor and select it from the suggestions. You will then see a list of all the employee’s eligible posts from the last six months. Submit a request to the employee to gain permission to use their post. Once approved, the ad will appear in the “approved” tab. Select the approved ads and click “sponsor” in the bottom right corner to launch your campaign.

Savvy brands would do well to make sure that brand voice, tone and style guidelines are up to date, succinct (no employee wants to read a 65 page brand deck!) and circulated internally. The success of a LinkedIn Influencer campaign is dependent on having employee advocates that are actively speaking in a voice that your brand can promote.

How can A LinkedIn Influencer Program be effective?

A few reasons:

They humanize the brand:
By featuring personal posts from your employees, you add a human touch to your brand’s image. Showcasing the expertise and personalities of your team members creates a genuine connection with your audience and helps build trust.

Social proof leads to inbound interest:
Posts that have received significant engagement in the form of likes and comments act as powerful inbound generation machines. With influencer ads, you can amplify these personal posts, ensuring distribution to your target demographic. This combination of expertise and social proof can have a significant impact on attracting and converting leads.

Cross-pollinate paid and organic efforts:
Using paid retargeting, you can expose your target audience to your own LinkedIn profile and content. This strategy often leads to higher conversion rates. By leveraging influencer ads, you can guide these prospects to follow your personal profile and subscribe to your content, unlocking the ability for you to build trust, thus enabling you to nurture these prospects long-term.