When you create a Sponsored Content campaign in Campaign Manager, you can use the Browse existing content option to select ads for the campaign. Depending on the ad format selected, you can browse previously created Direct Sponsored Content, company Page, or employee posts.
- Direct Sponsored Content ads are created in Campaign Manager. They don’t appear as an organic post on your LinkedIn Page. They do appear as ads and within LinkedIn’s Ad Library.
- Organic company Page posts are content posted by super and content admins to your Page’s feed. They’re also visible to all LinkedIn members from the Posts feed of your LinkedIn Page.
- Organic employee posts are content posted by verified members who are active employees of a company.
Types of existing content available for reuse
The table shows the types of existing content you can browse depending on the ad format.
| Sponsored Content ad formats | Direct Sponsored content | LinkedIn Company Page post | LinkedIn member |
|---|---|---|---|
| Single image ad | ✓ | ✓ | ✓ |
| Video ad | ✓ | ✓ | ✓ (Only for video thought leader ads with the engagement and brand awareness objectives) |
| Click-to-message ad | ✓ | ✓ | |
| Carousel image ad | ✓ | ||
| Single job ad | ✓ | ||
| Event ad | ✓ | ✓ | |
| Document ad | ✓ | ✓ (Available for brand awareness and engagement campaign objectives) |
|
| Sponsored LinkedIn articles and newsletter articles | ✓ For LinkedIn articles - Any LinkedIn article that has been posted organically to a Company Page. The ad format must be single image and the campaign objective must be either brand awareness, engagement, or lead generation. ✓ Any LinkedIn newsletter article that is company-authored and has been posted organically to a Company Page. The ad format must be single image and the campaign objective must be either brand awareness or engagement. |
✓ For LinkedIn articles and newsletter articles (Only for thought leader ads with the engagement and brand awareness objectives). |
Requirements for sponsoring organic Page posts
When browsing existing content, you can select single image, video, and event posts from your LinkedIn Page if the posts meet advertising specifications for each ad format.
When browsing Page posts to sponsor, keep in mind:
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You must have super admin, content admin, or Sponsored Content poster access on the LinkedIn Page to sponsor a post.
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Most Page posts can be sponsored as a single image ad or video ad, but you can’t sponsor posts that include:
- Multiple images
- Reposted posts
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Depending on your campaign objective, you’ll need a destination URL in the Page post you sponsor. The following campaign objectives require destination URLs in your ads:
- Website visits
- Website conversions
- Job applicants
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If your post includes a YouTube video link, you can sponsor the post as a single image ad.
Here's a tip
You can sponsor a post directly from your LinkedIn Page by clicking the Boost button in the admin view of the Page post.
Related tasks
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