Promote Your Executives: A Guide to LinkedIn’s Thought Leader Ads

Many social media platforms give users the ability to promote or sponsor a post. Whatever the terminology you want to use, the process and purpose are similar: put some ad dollars behind an organic post and push it to a more targeted audience that may not see the post organically. It’s not quite the same as other paid ad campaigns since a promoted post starts out as organic content, but once you’ve boosted your post, you can expect to see more impressions and engagement as it gets shared with a wider audience. This feature is available on LinkedIn and is called “boosting” (read more about boosting a post here). Marketers can select an organic post shared on their company page, set a budget, and boost it to a defined audience. However, while marketers can boost posts on a company’s LinkedIn page, there was...