LinkedIn is expanding its advertising options with the launch of “Thought Leader Event Ads,” allowing brands to sponsor posts from any member that link directly to a LinkedIn event page. The new format builds on the platform’s existing Thought Leader Ads product, which lets companies promote posts from executives, employees, or external voices to amplify reach.
With this update, marketers can highlight upcoming events by promoting user-generated content that already includes an event link. The process requires brands to locate qualifying posts in LinkedIn’s Campaign Manager under the “Browse Existing” option in the Content Library and obtain permission from the original creator before sponsoring.
The feature is designed to leverage influencer credibility to drive event awareness. LinkedIn’s research has shown that B2B marketers experience 1.6 times higher engagement from Thought Leader Ads compared to standard single-image ads. The platform also reported a 15.3% increase in the number of Live Video events hosted in 2024, underscoring growing demand for event-related content.
LinkedIn first broadened Thought Leader Ads in March 2024 to include posts from any user, not just a company’s own employees. By adding event promotion capabilities, brands can now amplify content from speakers, sponsors, and industry figures directly tied to their sessions, potentially increasing registrations and engagement.
At launch, Thought Leader Event Ads will only support brand awareness and engagement campaign objectives, limiting their use for direct lead generation. Still, the update gives marketers a new way to blend influencer reach with event marketing, tapping into the organic conversations already happening around their LinkedIn-hosted events.
