LinkedIn Ads · Status at source date: Newsletter archive
LinkedIn launches paid power-user advice product
Matt Navarra has flagged a new LinkedIn product: power users will soon be paid to give advice. The launch positions LinkedIn power users as paid advisors inside the LinkedIn platform: answering questions, providing tactical guidance, and earning revenue directly from the advice they share, in a model similar to Substack's paid newsletters or Cameo's celebrity messaging.
What changed
For paid-media practitioners, the relevance is twofold. First, the LinkedIn surface is becoming materially more commercialised for individual creators, which may change the cost-of-attention dynamics for B2B advertisers as creators compete for the same audience attention. Second, the paid-advice surface gives B2B brands a new partnership and sponsorship surface: paying recognised practitioners directly for advice that aligns with the brand's positioning.
Why it matters for advertisers
For you, this means B2B advertisers should monitor the paid-ad advice rollout for implications for both organic content strategy and influencer partnership economics on LinkedIn. Worth considering whether the brand's executive contributors (CMOs, senior practitioners, founders) should plan for paid-advice positioning, particularly where their LinkedIn presence is already a meaningful share of the brand's organic reach.
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LinkedIn launches paid power-user advice product
Matt Navarra has flagged a new LinkedIn product: power users will soon be paid to give advice. The launch positions LinkedIn power users as paid advisors inside the LinkedIn platform: answering questions, providing tactical guidance, and earning revenue directly from the advice they share, in a model similar to Substack's paid newsletters or Cameo's celebrity messaging.
For paid-media practitioners, the relevance is twofold. First, the LinkedIn surface is becoming materially more commercialised for individual creators, which may change the cost-of-attention dynamics for B2B advertisers as creators compete for the same audience attention. Second, the paid-advice surface gives B2B brands a new partnership and sponsorship surface: paying recognised practitioners directly for advice that aligns with the brand's positioning.
For you, this means B2B advertisers should monitor the paid-ad advice rollout for implications for both organic content strategy and influencer partnership economics on LinkedIn. Worth considering whether the brand's executive contributors (CMOs, senior practitioners, founders) should plan for paid-advice positioning, particularly where their LinkedIn presence is already a meaningful share of the brand's organic reach.
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