LinkedIn Follows Facebook Into Sponsored Updates
Regular visitors of the LinkedIn home page will soon notice that LinkedIn has started including sponsored updates in its primary news feed. The addition of the advertising option certainly complements LinkedIn's mission to become the "definitive professional publishing platform" - but will it be effective for marketers?
LinkedIn members already share content from 1.5 million publishers (as well as the 300 "luminaries" in its existing Influencer program). The addition of Sponsored Updates essentially touts LinkedIn's 3 million Company Pages as high-value sources of content, enabling advertisers and marketers an opportunity to deliver content into the homepage feed of those members following their company. It is certainly not a stretch to see how the program could be expanded in the future to deliver content into the homepage of those LinkedIn users who are not yet following a company.
Some big names including Adobe, Mercedes-Benz, and others are already using the program (open to any customer with an account representative). LinkedIn will be rolling the program out to any company with an official page by the end of July 2013. Advertisers will select either CPC or CPM pricing and can promote updates in 20 languages across the 200 countries where LinkedIn has members.