LinkedIn Simplifies Thought Leader Ads For Easier Discovery

LinkedIn has made it simpler for brands to discover and sponsor user-generated content (UGC) with a new, streamlined discovery feature in Campaign Manager.

This update helps marketers find relevant posts that mention their brand or event across 1st, 2nd and 3rd+ degree connections - then request permission to promote them as Thought Leader Ads.

What’s new in Campaign Manager

• Easier content discovery: A built-in search and highlight function surfaces posts, articles and newsletter pieces that mention your brand or event.

• Wider reach: You can now discover content from beyond your immediate network (including 3rd+ degree connections).

• Partnerships tab: Sponsored content opportunities are shown in a dedicated “Partnerships” area, and you can filter by content type to streamline outreach.

Why brands should care

Thought Leader Ads let companies amplify authentic voices, not just company posts, by sponsoring organic content created by others.

LinkedIn reports these ads see about 2x higher click-through rates than comparable single-image ads, making them an attractive option for boosting engagement and credibility.

Key benefits:
 

• Authenticity: Boosting real users’ posts can feel more trustworthy than brand-only messaging.
   
• Efficiency: Built-in discovery reduces time spent hunting for promotable content.
   
• Scale: Access to 3rd+ degree posts expands potential sponsorship candidates.

How to use LinkedIn Thought Leader Ads (step-by-step)
 

1) Find relevant content

Use the new discovery tools in Campaign Manager’s Partnerships tab to surface posts, LinkedIn articles or newsletters that mention your brand or event.
 

2) Get permission
 

Before promoting anything, request sponsorship permission from the content creator. LinkedIn’s workflow in Campaign Manager makes it easier to send and track those requests.
 

3) Launch a campaign

Once approved, you can convert the organic post into a Thought Leader Ad and run it with your chosen targeting and budget.

Creator monetization: a possible next step

While the current process focuses on sponsorship permission, the improved discovery flow could lay groundwork for future monetization for creators.

If LinkedIn decides to share ad revenue with creators whose posts are sponsored, it could create a new incentive for posting brand-positive content.

That said, brands and platforms should balance monetization with authentic dialogue; paid incentives can unintentionally skew commentary.

Coverage and context on LinkedIn’s broader creator efforts:

Best practices for brands

• Prioritize relevancy: Sponsor posts that genuinely align with your messaging and values.
   
• Be transparent: Clearly communicate sponsorship terms with creators.
   
• Measure performance: Compare Thought Leader Ads’ CTR and engagement to other ad types to understand ROI.
   
• Respect authenticity: Avoid pressuring creators into overly promotional content; authentic endorsements perform best.

LinkedIn’s updated discovery tools make Thought Leader Ads easier to find and activate, opening up new opportunities to amplify user voices and boost campaign performance.

As this feature rolls out to more countries, it’s worth testing Thought Leader Ads alongside existing ad formats to see how UGC-driven promotions perform for your brand.