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NEWS: LinkedIn launches Direct Sponsored Content

LinkedIn has launched a Direct Sponsored Content tool as part of its Marketing Solutions to help customers engage with their target audience on the platform.

The feature is an expansion of the professional social network’s Sponsored Updates, allowing brands to personalise and test their updates to specific audiences, rather than posting directly to their Company Page.

Direct Sponsored Content also allows different business units to experiment with content specific to their audience with the Company Page administrator's approval.

LinkedIn hopes this will allow brands to enhance their social media campaigns on the platform.

The tool is currently being piloted by a dozen companies, including Comcast Business and NewsCred.

Ashvin Kannan, senior director of engineering, marketing solutions at LinkedIn, said in a blog post: ‘It’s been an exciting year for Marketing Solutions. Our Sponsored Updates product has increased the engagement levels of our members and advertisers, and is now 19 per cent of our Marketing Solutions revenue. It’s our goal to continuously enhance this product, and it’s through efforts like Direct Sponsored Content that we reinforce our commitment to do just that.’