LinkedIn launches sponsored newsletters

LinkedIn has launched Sponsored Newsletters to help marketers expand the reach of their long-form content and connect with new audiences.

This introduction follows the platform’s growth to 184K newsletters globally, with a 59% rise in people publishing newsletter articles over the past year and a 47% increase in newsletter engagement.

Sponsored Newsletters now allow companies and C-suite executives to extend the reach of their native long-form content, attract more readers, and boost engagement with their brand.

Additionally, brands can sponsor a newsletter article shared by any LinkedIn member as a Thought Leader Ad to promote authentic storytelling, the social media giant revealed.

Tunji Akintokun, Head of Enterprise Solutions UK and Ireland, LinkedIn said: “With almost 200,000 newsletters on LinkedIn, newsletters are a fast-growing form of content for our members and customers. They are a powerful way to drive thought leadership, share company insights, spark conversations on ongoing trends, and foster community-building.

“As B2B decision-makers buy from brands they’ve heard of – with 81% of senior B2B buyers saying they eventually bought a brand that was known by everyone in the buying group on day one – Sponsored Newsletters can help marketers build brand familiarity by sharing their thought leadership at scale.”

Kevin Vlk, Brand Activation & Social Lead, Zoom added: “Making LinkedIn newsletters as part of our social strategy has been an invaluable tool for us to reach our Zoom audience, especially during our Zoom Workplace and Zoom AI Companion launches.

“Just in the past year, our subscriber count has grown 36% and article views are up 45% with a 550%+ increase of impressions and engagements.”