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LinkedIn expands Thought Leader ads, eyeing TikTok and Instagram [Video]

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Digital Marketing

Influencer marketing has become big business on TikTok and Instagram, where popular creators can make good money by helping brands promote their stuff. Now, LinkedIn wants in the game.

As of last week, LinkedIn is letting advertisers pay to amplify posts from users, including those with sizable followings. Its product, called Thought Leader ads, launched in a limited capacity last year.

The Microsoft-owned business is looking for a jolt, as LinkedIn’s revenue growth has been stuck in single digits since 2022. The company is turning to its membership, which topped 1 billion in November, to help fuel expansion.

Influencer marketing to date has largely been a phenomenon of consumer apps, where shticks and gimmicks can turn internet-savvy creators into celebrities with millions of followers. Almost two-thirds of U.S. social media marketing dollars this year will flow to Instagram parent Metaand TikTok’s Chinese owner ByteDance, with Instagram and TikTok picking up a combined 2 percentage points …

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