New LinkedIn feature: Direct Sponsored Content

If you have worked with LinkedIn’s Sponsored Updates, you have undoubtedly missed this function; a new ad initiative from LinkedIn, called Direct Sponsored Content.

With LinkedIn’s Sponsored Updates, you’ve been able to pay for increased visibility, that is, you’ve been able to take one of your updates on LinkedIn and sponsor it amongst a chosen target group which does not necessarily follow your company page or brand. The content, which is also visible on mobile devices, can be targeted based on a range of criteria, such as industry, location, function, company size and so on. It is, in other words, a great tool in ensuring visibility in the right target groups.

Direct Sponsored Content

With this new feature, it is now also possible to sponsor content that is not posted on your LinkedIn company page. This is a valuable feature if, for example, you want to increase your market share, increase awareness level or obtain new followers for your page.

A significant feature with this new ad form is that you don’t need to be an administrator of the page to post Direct Sponsored Content. As an administrator, you can give permission to those people you want to have access to this type of advertising. You do this by clicking on the blue “Edit” button in the top right corner, and then scroll down to the field, “Direct Sponsored Content Posters”. Type in the name of the person who will create the new ad and end with

Get started with Direct Sponsored Content

Direct Sponsored Content can only be created in Campaign Manager. So, if you don’t already have a LinkedIn Business Account, this is where you should start.

If you do have an existing account, just go to Campaign Manager. From there, you can choose to set up a new campaign or continue using an existing one.

With a new campaign:

  • Click on Sponsor Content
  • Next click on “Create Direct Sponsored Content”
  • Write your update, and save
  • After this click on Direct Sponsored Content and choose the desired update
  • Click on “Next” and continue as with regular sponsored updates, with a chosen target group etc.

With an existing campaign:

  • Click on “Create Direct Sponsored Content”
  • Write your update, and save
  • After this click on Direct Sponsored Content and choose the desired update
  • Click on “Sponsor”.

Please note that Direct Sponsored Content only has space for 160 characters and does not yet support rich media, presentations, documents or pictures.

As administrator of your page, you can delete Direct Sponsored Content at any time, as well as add or delete profiles that may post on the page.

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