Sponsored Content is a collection of ad formats available when you create an ad set on LinkedIn. Sponsored Content ad formats include:
Sponsored Content FAQs
Last updated: 3 months agoTo create new Sponsored Content ads or to sponsor an organic post from your Page, you’ll need super admin, content admin, or Sponsored Content poster access on the Page. You’ll also need creative manager access or higher on the ad account associated with that Page.
Learn more about permissions to create or sponsor ads.
From Campaign Manager, you can create an ad set and select the Sponsored Content ad format that matches your post. For example, if you want to sponsor a post with a single image, choose the single image ad format. When you set up ads for the ad set, click the Browse existing content button to view and select available Page posts.
You can also boost an eligible post directly from the admin view of your Page by clicking the Boost button at the top of the post.
Learn more about:
To resubmit your ad or form for review, you can:
- Edit your ad - If your ad doesn’t meet our Advertising Policies, you can edit your ad to meet the criteria. After editing your ad, it will automatically be resubmitted for review. You can also create a new ad if needed.
- Submit an appeal - If you believe your ad already aligns with our Advertising Policies, you can submit an appeal from the rejection notice page or email.
Learn more about ads or Lead Gen Forms rejected in review.
You can only use one ad format per campaign unless you select the flexible ads option during your campaign setup. Flexible ads allow you to use both single image and video ad formats together.
Learn more about flexible ads.
Remember that ads are displayed on an auction-based platform and compete against other advertisers with a similar target audience.
The key factors to look at when making optimizations are:
- Targeting - Your audience settings determine who can see your ad. If your targeting is too narrow, there may not be enough users to serve impressions. Check demographic, location, and interest filters and ensure your audience size is sufficient for delivery.
- Bids - Ads compete in real-time auctions, and your bid influences whether your ad wins placement. If your bid is too low compared to competitors, your ad may not show. Review your bid strategy (manual vs. automated), and compare your bids to recommended ranges for your audience.
- Content - Ad quality and relevance impact auction performance. Use compelling headlines and clear calls to action, and ensure your visuals are high-quality and aligned with your audience. You can also test different creatives to find what resonates best.
Learn more about ads not receiving impressions or engagement.
Boosting a post allows you to turn your LinkedIn content into a paid ad that reaches a broader audience beyond your followers. It’s a fast and simple way to increase visibility, drive engagement, and grow your brand.
Learn how to boost a post from a LinkedIn Page.
The frequency your Sponsored Content will be displayed on the homepage feed depends on your target audience, your bid and budget values, and how competitive the ad is compared to other advertisements in the system. We don’t offer members the option to opt out of seeing Sponsored Content. Learn more about LinkedIn’s online ad auction system.
Your target audience will see your Sponsored Content in their LinkedIn feed on desktop and mobile devices. Single image, carousel, document, and video ads may also be displayed through the LinkedIn Audience Network.
Sponsored Content is a type of paid advertisement that allows companies to deliver Page posts beyond their current LinkedIn Page followers. Targeted LinkedIn Page posts are free and visible on the LinkedIn Page or in the feed of existing followers only.
Sponsored Content includes both Page posts that have been sponsored and Direct Sponsored Content ads. Direct Sponsored Content ads are Sponsored Content ads created in Campaign Manager.
Learn more about the difference between sponsoring Direct Sponsored Content and Page posts.
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Single image ads include one image and appear directly in the LinkedIn feed of professionals you want to reach, on both desktop and mobile devices, and on the LinkedIn Audience Network. They allow you to create your ad manually or with AI.
Use the table below to learn more about different AI features that can help create your ad.
The following is an example of a single image ad on desktop.
The following is an example of a single image ad on mobile devices.
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We recommend that LinkedIn Page posts be relevant, short, and authentic. The better your content, the greater the chance that it can go viral through likes, shares, and comments when you sponsor the post. Posts that are perceived as spam will not get shared and could result in your business losing followers. Below are a few things to keep in mind:
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Sponsored Content with images and video tends to perform better.
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Keep the headline under 60 characters. Start with a question or quote to hook the reader and use "You" to speak to your audience.
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Sponsored Content ad formats deliver native ads to the LinkedIn feed of members in your target audience. They can be displayed to LinkedIn members across desktop, tablet, and mobile devices. Personalization features are available in Dynamic, Sponsored Content, and Sponsored Messaging ads through supported macros and member account ads personalization settings. Learn more about personalization options for your LinkedIn ads.
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Reach professional audiences at scale in engaging video environments across the LinkedIn Feed and LinkedIn Audience Network.
To optimize the performance of your video ads, keep the following in mind:
- Show the most impactful content in the first 10 seconds of your video
- Test different ad formats to find the best combination of content and video length.
- Deliver your message with graphics, people, and text that extend viewers' interest.
- Consider adding subtitles to your video.
- Ensure your video content and objective align.
You can use our video ad tips when creating your video ad. Be sure to follow Sponsored Content best practices when creating your entire ad. You can also check out our troubleshooting tips if you have any issues creating your video ad.
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Carousel ads allow you to display multiple images in succession in a single, carousel-style ad format. Carousel ads can be customized to have unique images, captions, and destination links that help you tell an interactive story on desktop or mobile devices.Carousel ads support all levels of full funnel marketing. This ad format may be used in a variety of objective-based advertising options, including: