Let’s be honest: LinkedIn is always coming up with new ways to make our marketing lives interesting (or complicated, depending on how caffeinated you are today). But one of their most recent developments—Thought Leader Ads—is genuinely intriguing, especially for those obsessed with building authenticity online (spoiler alert: you should be).
Here’s the full rundown on LinkedIn Thought Leader Ads—including exactly what they are, their advantages, costs, a reality check on disadvantages, reach benefits compared to other formats, and a handy checklist to ensure you absolutely nail them. Because if we’re doing this, let’s do it right.
First Things First: What are LinkedIn Thought Leader Ads?
Thought Leader Ads are LinkedIn’s latest attempt to prioritise personal, authentic, human-generated content. They enable companies to amplify personal posts from real people (think CEOs, managers, industry experts, or just that colleague who consistently writes brilliant content), promoting them as sponsored ads directly into the LinkedIn feed.
The idea here is simple but clever: human content feels trustworthy, credible, and approachable. People engage more naturally with content from actual humans, rather than generic company posts that tend to scream “buy me now.”
Objectives: Why would you even use Thought Leader Ads?
Well, because not every campaign is about conversions or lead-gen. Sometimes, it’s about playing the long game (and yes, branding nerds, this one’s for you):
✅ Boosting brand awareness: Human posts build trust faster and deeper than traditional brand messaging.
✅ Establishing thought leadership: Help your executives or team become genuine industry voices—people who others actually want to hear from.
✅ Building an engaged community: Grow followers and enhance your network by promoting relatable content from real experts.
✅ Driving meaningful engagement: People naturally interact more with authentic, human-focused posts.
Formats supported by LinkedIn Thought Leader Ads
You have two ways to make it happen:
- Single Image Ads: Think standard posts with a compelling image and concise copy.
- Video Ads: Short, impactful videos bringing your messages to life (bonus points if you’re charismatic on camera).
Advantages compared to other LinkedIn ad formats
Why should you even bother experimenting with this? Here’s the tea:
- Authenticity & Credibility: Real human content just hits differently. You know it, your audience knows it—let’s stop pretending otherwise.
- Higher Organic Engagement: People are drawn to genuine discussions rather than faceless corporate messaging.
- Personal Branding Boost: Elevate your colleagues and executives to industry-influencer status (they’ll thank you later).
- Clear Thought Leadership Positioning: Perfect way to show off your team’s real-world expertise.
- Storytelling Superpower: People remember authentic stories, not corporate jargon.
Reach benefits over organic LinkedIn posts
Organic reach on LinkedIn can be a depressing topic. Thought Leader Ads change the game here:
- Guaranteed Reach: No more crossing your fingers and hoping people actually see your post.
- Highly Targeted Audience: Pick exactly who sees your content based on industry, seniority, and even specific job titles.
- Immediate Visibility: Instant exposure without the agonising wait for organic traction.
Potential downsides of LinkedIn Thought Leader Ads
Of course, nothing’s perfect, especially in the paid-social landscape:
- Content Approval Required: You can’t just boost someone’s post without their explicit consent (remember GDPR? Exactly).
- Budget Alert: LinkedIn ads aren’t cheap. Thought Leader Ads are no exception—expect premium CPCs or CPMs.
- Quality Dependency: Weak content amplified with cash just magnifies mediocrity (don’t say I didn’t warn you).
Cost: How expensive are Thought Leader Ads?
Typical LinkedIn pricing applies here, meaning you’ll choose between:
- CPC (Cost per Click): Typically ranging from £5 to £15 per click (depending heavily on your targeting).
- CPM (Cost per 1,000 Impressions): Usually between £30 to £80+, again depending on audience specificity and market competition.
Let’s be real—LinkedIn isn’t your cheapest ad platform, but it often delivers unparalleled targeting quality.
Practical Checklist: How to smash your LinkedIn Thought Leader Ads
Keep calm, get your checklist ready, and let’s go:
✅ Step 1: Clarify Your Goals
- Brand awareness, thought leadership, or increased engagement? Choose wisely.
✅ Step 2: Select Killer Content
- Authentic, already-performing personal posts are golden.
- Pick timely and genuinely interesting topics—no one wants recycled motivational quotes.
✅ Step 3: Get Author Consent
- Don’t assume approval; always discuss clearly upfront.
✅ Step 4: Nail Your Targeting
- Set precise parameters: industry, job role, seniority, company names. Keep testing and adjusting to find your sweet spot.
✅ Step 5: Budget Smartly
- Start small, monitor closely, scale once you see promising results.
✅ Step 6: Monitor & Optimise
- Evaluate performance metrics (CTR, engagement, CPC). Optimise regularly, learn continuously, repeat endlessly.
Best practices to maximise your Thought Leader Ads
- Concise Content: Stick below 200 words for maximum clicks.
- Spark Conversation: Ask direct questions or invite interaction—don’t bore people to death.
- Leverage Relevance: Talk about trending topics or recent industry developments.
- Tag and Connect: Mention relevant people or companies in posts to boost your CTR significantly.
Wrapping it up: Are Thought Leader Ads worth it?
Short answer: yes—but conditionally.
They’re perfect if you’re serious about authenticity, want real thought leaders within your organisation, and aim to boost genuine engagement. However, they demand a commitment to quality content and thoughtful budgeting. Done right, Thought Leader Ads build credibility, trust, and lasting brand value. Done poorly, well…you just spent your quarterly budget promoting a post nobody cares about. But if authenticity and genuine engagement matter (which, obviously, they do), it’s well worth giving Thought Leader Ads a solid try.
🎯 Quick takeaway:
LinkedIn Thought Leader Ads are perfect if…
- You’re committed to real authenticity (no fluff allowed).
- You’re serious about positioning your experts as thought leaders.
- Organic reach isn’t giving you the love you need.
- You already have genuinely engaging, human-generated content to showcase.
Use this guide and checklist as your practical, no-BS road map to running Thought Leader Ads that genuinely deliver. Happy advertising—and remember, stay authentic out there!
