Brands can now amplify their LinkedIn events by sponsoring posts created by any member that include a link to an event page. This new feature, part of Thought Leader Ads, allows marketers to leverage authentic content from executives, employees, creators, or industry experts to generate more interest and engagement around upcoming sessions. By integrating event promotion with trusted voices, businesses gain an additional tool to boost visibility and attendance.
Amplifying Member Posts with Thought Leader Event Ads
The new “Thought Leader Event Ads” enable brands to promote user-generated posts that contain links to LinkedIn events. Marketers can select these posts through Campaign Manager and sponsor them, provided they have permission from the content creator. This approach combines the influence of individual voices with brand messaging, allowing companies to reach audiences more effectively than through standard single-image promotions.
Source: SocialMediaToday
Driving Engagement with Influencers
Studies show that B2B marketers see 1.6x higher engagement when leveraging Thought Leader Ads compared to traditional post formats. By expanding access beyond employees to include any user, the platform allows brands to tap into a wider pool of authentic voices. This is particularly impactful for Live Video events, which grew by 15.3% in 2024, providing an opportunity to boost visibility for speakers, sponsors, and industry experts.
Event Promotion Meets Brand Awareness
Currently, Thought Leader Event Ads can be used with brand awareness or engagement objectives. By integrating direct event promotions into sponsored posts, businesses can enhance organic updates, attract targeted audiences, and generate more interest in their sessions. This approach strengthens the connection between credible creators and the brand, making event marketing more effective and relevant.
What This Means for Marketers
By allowing brands to sponsor posts from any user linking to an event, marketers gain a practical way to increase reach, leverage trusted voices, and drive meaningful engagement. This update emphasizes the power of authentic, influencer-driven content to support event promotion and highlights the platform’s continued evolution as a hub for professional visibility and interaction.
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