Use this ad format to promote long-form content and build deeper engagement with your audience. Article and newsletter ads are a Sponsored Content format available for Classic ad sets. They allow you to promote native articles and newsletter posts published on your Company Page or by a thought leader (with their approval). These ads are designed to help you reach more readers, grow subscribers, and accelerate the distribution of your content.
About article and newsletter ads
- Article ads - Promote standalone, long-form posts published natively on LinkedIn.
- Newsletter ads - Promote serialized content that’s part of a LinkedIn newsletter, which members can subscribe to.
Both formats use the original post’s image and appear in the LinkedIn feed with a Promoted tag to indicate sponsorship.
Benefits of using article and newsletter ads
These ads are ideal if your goal is to:
- Expand reach - Get your content in front of more people, especially those outside your organic audience.
- Build subscribers - Encourage readers to follow your newsletter or Company Page.
- Boost visibility – Share thought leadership and brand stories without waiting for organic engagement to build.
Use article and newsletter ads when:
- You want to promote native LinkedIn content (not third-party links).
- You’re running brand awareness, engagement, or lead generation ad sets.
- You want to amplify thought leadership from individuals within your organization.
Important to know
Direct Sponsored Content doesn’t currently support the article and newsletter ad format. An article or newsletter must be posted organically in order to use the article and newsletter ad format.
Considerations
The considerations listed in the following table are important when using the article and newsletter ad format.
| Area | Consideration |
|---|---|
| Editing | Any existing article or newsletter ad created using the single image ad format can be edited at the ad set level, but can’t be duplicated. You can’t add or change the image used in an article and newsletter ad. The image used for the organic article or newsletter article is used as the ad image. |
| Supported objectives | Sponsored articles only support the brand awareness, engagement, and lead generation objectives. Sponsored newsletter articles only support the brand awareness and engagement objectives. Lead generation is currently not available for newsletter articles. |
| Lead Gen Form | LinkedIn articles sponsored under the lead generation objective will have a default Unlock article call-to-action button. When clicked, a lead form opens in the feed. Upon completing the lead form, a member will have full access to the LinkedIn article. |
| Content Library | If multiple Company Page posts link to the same article or newsletter, the Content Library only shows the first post that linked to that article or newsletter. Subsequent posts linking to the same article or newsletter are filtered out of the Content Library. |
| Promoted tag | All article and newsletter ads will include a Promoted tag at the top of the ad to indicate the post is sponsored. A sponsored thought leader ad will display a Promoted tag followed by the Company Page name. |
| LinkedIn Audience Network | The lead generation objective isn’t currently supported by LinkedIn Audience Network. |
| Chargeability | The Subscribe button is chargeable when promoting a newsletter ad. |