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Thought leader ads | Marketing Solutions Help
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href="https://www.linkedin.com/checkpoint/lg/login?session_redirect=https%3A%2F%2Fwww%2Elinkedin%2Ecom%2Fhelp%2Flms%2Fanswer%2Fa1399568&trk=help_me_menu" data-test-id="me-menu-sign-in"> Sign in </a> </div> </div> <a class="site-navigation__sign-in artdeco-button artdeco-button--2 artdeco-button--secondary artdeco-button--inverse mobile-excluded" href="https://www.linkedin.com/checkpoint/lg/login?session_redirect=https%3A%2F%2Fwww%2Elinkedin%2Ecom%2Fhelp%2Flms%2Fanswer%2Fa1399568" data-test-id="sign-in-button">Sign in</a> </nav> </div> </header> <main role="main" tabindex="-1" id="a11y-main" class="layout layout--one-column" aria-label="Help content" data-inert-toggle-target="me-menu-inert-toggle-target"> <div class="article-details-page"> <div class="hue-page-heading" data-test-selector="heading-container"> <div class="page-width-content"> <h2 class="hue-page-heading__title hue-default-color t-24 t-bold" data-test-selector="heading-title"> Thought leader ads </h2> <span class="hue-default-secondary-color t-14" data-test-selector="relativeTime-container"> Last updated: 2 months ago </span> </div> </div> <div class="page-width-content article-details-content"> <div class="article-details-content__main"> <article data-test-selector="article" data-article-source="urn:li:helpCenterArticle:(1399568,LITHOGRAPH)"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>You can use thought leader ads to promote content from LinkedIn members, which can increase your reach and help you meet your brand goals. Thought leader ads can help your content stay engaging and relevant by using authentic member experiences. </p> </div> <div class="article-content-callout article-content-callout__background--note" data-test-selector="callout-container"> <div> <h3 class="t-16 article-content-callout__headline" data-test-selector="callout-headline"> Here's a tip </h3> <div class="article-content-callout__text-rich-description t-14 article-content-callout__text-rich-description--hue" data-test-selector="callout-rich-description"> <p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p>To promote a thought leader ad, the supported objective type must be brand awareness or engagement, and the supported ad format must be a single image ad or video ad.<p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p> </div> </div> <!----> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>The table provides information about the necessary requirements and permissions when using thought leader ads. </p> </div> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text-table" data-test-selector="preRenderedMarkup-container"> <table class="artdeco-table--striped"> <thead class="artdeco-table-header"> <tr class="artdeco-table-row"> <th class="artdeco-table-header">Area</th> <th class="artdeco-table-header"> </th> <th class="artdeco-table-header">Requirement</th> </tr> </thead> <tbody> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Posts</td> <td class="artdeco-table-cell"> </td> <td class="artdeco-table-cell"> <p>You can promote posts from employees of your company as well as members who are 1st or 2nd-degree connections. </p> <p class="MsoNormal">Important to know: Member posts that have already been shared to a group can’t be promoted as a thought leader ad.</p> </td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Promoting posts</td> <td class="artdeco-table-cell"> <p> </p> </td> <td class="artdeco-table-cell"> <p>• Articles and newsletter articles can be promoted. </p> <p>• Celebrations, documents, polls, multi-images, and reshared posts aren’t eligible for promotion at this time.</p> </td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Page permissions</td> <td class="artdeco-table-cell"> </td> <td class="artdeco-table-cell"> <p>Super admin, content admin, or Sponsored Content poster.</p> </td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Campaign permissions</td> <td class="artdeco-table-cell"> </td> <td class="artdeco-table-cell"> <p>To set up an ad campaign you must have super admin, content admin, or Sponsored Content poster permission for the company Page of the account. If the ad account is associated with a Showcase Page, you must have super admin, content admin, or Sponsored Content poster permission for the parent company Page of the ad account. </p> <p>Keep in mind that you don't need any permissions on the thought leader's ad account. </p> </td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Campaign Objectives</td> <td class="artdeco-table-cell"> </td> <td class="artdeco-table-cell">Only available for brand awareness and engagement objectives. </td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Ad formats</td> <td class="artdeco-table-cell"> </td> <td class="artdeco-table-cell"> <p>Only available through the single image ad or video ad format. </p> </td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Content types</td> <td class="artdeco-table-cell"> </td> <td class="artdeco-table-cell"> <p>Posts with images, third party links, and LinkedIn articles and newsletters.</p> </td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Reporting</td> <td class="artdeco-table-cell"> </td> <td class="artdeco-table-cell"> <p>Campaign Manager reports on the performance from the paid ad.</p> <p>Members can view the aggregated total of organic and paid metrics on their organic post from their profile. Keep in mind that this total doesn't reflect LinkedIn Audience Network metrics. </p> </td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Request limit</td> <td class="artdeco-table-cell"> </td> <td class="artdeco-table-cell">There's no limit of requests that you can send to each thought leader.</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Sponsor permission request for an organic post</td> <td class="artdeco-table-cell"> <p> </p> </td> <td class="artdeco-table-cell"> <p>Once a sponsor permission request has been sent, the author of the post will receive an email that'll redirect to a page that shows the post that the company is proposing to promote as well as: </p> <p>• Options to approve or reject <br> • Option to turn auto-approvals on or off<br> • Terms and conditions<br> <br> </p> </td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Call to action (CTA)</td> <td class="artdeco-table-cell"> </td> <td class="artdeco-table-cell">No CTA button, but URLs can be added to the intro text. </td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Ad creatives</td> <td class="artdeco-table-cell"> </td> <td class="artdeco-table-cell">You can’t duplicate a thought leader ad. </td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Metrics</td> <td class="artdeco-table-cell"> </td> <td class="artdeco-table-cell"> <p>The engagement metrics that apply to thought leader ads are:</p> <p>• Member Follows - When an ad is a sponsored member post and a member follows the member profile through the ad. <br> • Clicks to Member Profile - When an ad is a sponsored member post and a member clicks the thought leader profile through the ad.</p> </td> </tr> </tbody> </table> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p><strong>Related tasks</strong></p><ul><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a5965137" target="_self">Create thought leader ads in Campaign Manager</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a5964111" target="_self">Manage permissions to sponsor organic posts as thought leader ads</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a6841255" target="_self">Create a sponsored LinkedIn article or newsletter article using a thought leader ad</a></li></ul><p><strong>Learn more</strong></p><ul><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a427167" target="_self">Permissions to create or sponsor ads</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a4938756" target="_self">Automatic approval for sponsored posts</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a5338707" target="_self">Disclosure of endorsement for sponsored posts</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a426534" target="_self">Single image ads advertising specifications</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a424737" target="_self">Video ads advertising specifications</a></li></ul> </div> </article> <!----><!----> <div class="placeholder " id="helpfulness-rating"> </div> </div> <div class="article-details-content__delimiter"></div> <aside class="article-details-content__aside"> <div class="article-details-content__tags"> <h3 id="tagged-header" class="hue-web__header--aside t-bold t-16" data-test-selector="topicTags-header"> Tagged in </h3> <ul class="pill-list article-page-pill-list hue-artdeco-pill" data-test-selector="topicTags-container"> <li class="pill-list__item" id="topic-link-a3064" data-test-selector="topicTags-list-item"> <a class="pill basePadding label" href="/help/lms/topic/a3064" data-test-selector="topic-tag-link" aria-describedby="tagged-header"> <span data-test-selector="topicTags-title-a3064"> Create Ads </span> </a> </li> <li 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