After being inspired by other social networking sites, LinkedIn has now introduced new Sponsored Updates on Tuesday, July 23rd that will enable businesses to target any member of the professional networking site. This is indeed a big move on LinkedIn’s part and Sponsored Updates will allow businesses to target over 200 million members of the site.
On this occasion, Vice President of Product Management at LinkedIn, David Hahn said that, “In developing Sponsored Updates, we’ve taken a measured and methodical approach to create an experience that strikes the right balance for our members and companies.”
Currently LinkedIn has three million pages of companies and it is expected that Sponsored Updates would prove quite lucrative for the professional networking site, as the latest move will enable companies to promote their products and wares by extending their reach.
Hahn said, “Marketers are increasingly leveraging content to inform, educate, and inspire their current and prospective customers.”
“But the high quality content they’ve produced – slideshows, articles, videos, and whitepapers – does not always achieve enough reach and engagement on their own channels,” he continues. “With Sponsored Updates, marketers will be able to distribute this content directly to relevant professionals in a place their customers and prospects are already consuming professionally relevant content.”
Shedding light on the new release, LinkedIn mentioned on its blog that, “Sponsored Updates will be available to customers with an account representative, and we will begin making it available to any company with a LinkedIn Company Page by the end of this month. Customers will be able to select either CPC or CPM pricing and can promote updates in 20 languages across the 200 countries and territories where we have members. Additionally, companies can track the effectiveness of their posts through comprehensive analytics that provide insights to help them fine-tune their strategy in real time.”
Users will be able to spot the Sponsored Updates by using a tablet, smartphones and even on desktops, as they will be marked as ‘sponsored’, in spite of the fact that they are listed among other updates. So just like Twitter’s Promoted Tweets and Facebook’s Suggested Posts plus Sponsored Stories, now LinkedIn is another addition to this line of business.
Let’s see how successful Sponsored Updates will remain for LinkedIn once it will make the service available to all.
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