LinkedIn has recently extended its sponsored newsletters feature to include those created by users on the app, allowing brands to increase their reach by putting their branding on popular newsletters developed by industry thought leaders. This new opportunity enables companies to promote their newsletters to a wider audience through paid boosts, offering more exposure options to showcase their long-form content.
Sponsoring a newsletter article means that brands can choose to promote a user-generated newsletter from their Page Admin view, boosting its reach through paid promotion. Similar to LinkedIn’s “Thought Leader Ads”, creators are given the option to approve or deny sponsorship requests for their newsletters. Moreover, sponsored newsletter articles focused on lead generation will feature an “Unlock Article” CTA button, requiring users to provide their details to access the full content. This strategy could offer a targeted push for brands looking to engage with their audience effectively.
With over 184,000 newsletters currently hosted on the platform, LinkedIn has witnessed a 47% increase in engagement with newsletters over the past year. This surge in popularity indicates not only a rise in newsletter publication but also higher rates of readership. Sponsored newsletters were initially introduced in July as an expansion of Sponsored Articles, giving brands more opportunities to promote and gate their content. By leveraging user-generated content through sponsored newsletters, brands can tap into a broader audience and connect with established followers, offering a valuable niche targeting strategy for growth.
While creators currently cannot earn income through ad revenue share on LinkedIn, the platform may explore this potential in the future, incentivizing creators to invest more time in their content efforts. As LinkedIn continues to focus on providing enhanced promotion options for brands, sponsored newsletters present a promising avenue for expanding reach and increasing visibility on the platform. By embracing this new feature, brands can connect with their target audience, enhance their content strategy, and establish a stronger presence within their niche.
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