LinkedIn has announced a major update to Thought Leader Ads, introducing enhanced discovery features within Campaign Manager. The new functionality enables B2B marketers to more easily locate, collaborate with, and amplify credible voices across the LinkedIn ecosystem, further expanding the reach of brand storytelling and leadership content. The update was detailed in a recent company announcement on the LinkedIn for Marketing Blog.
Thought-leading content can drive up to 2 x higher CTRs
Thought Leader Ads have quickly become a preferred format for B2B advertisers aiming to build authenticity and trust. According to LinkedIn, these ads deliver up to 2x higher click-through rates than standard single-image ads with the same objectives. The enhanced discovery update removes previous barriers by allowing marketers to discover and sponsor posts not only from 1st and 2nd-degree connections but also from 3rd-degree and extended networks.
This new capability helps brands identify influential professionals who are already discussing relevant topics, products, or events — even if they are outside their immediate circles. By sponsoring these posts, brands can amplify genuine thought leadership at scale, fostering engagement with communities that value expertise and authenticity.
How it works:
Inside Campaign Manager, advertisers can navigate to the “Partnerships” section, where all discoverable posts are featured. From there, marketers can browse manually or use filters such as “content type” or “mentioned” to narrow the selection. Once a suitable post is identified, they can request permission from the author, which triggers an automated email asking for approval. Upon the author’s consent, the brand receives confirmation and the permission status updates to “Approved” within the dashboard.
Advertisers can then click “Create Campaign” to transform the approved post into a Thought Leader Ad, maintaining full control over campaign objectives, targeting, and budget while leveraging organic credibility from the original post.
Availability and rollout:
LinkedIn confirmed that enhanced discovery for Thought Leader Ads is available now to global brands and creators in select regions, with a broader rollout planned in the coming months.
This update marks a continued evolution in LinkedIn’s B2B advertising strategy — shifting focus toward community-driven influence and human-centered credibility. By blending organic authenticity with paid amplification, LinkedIn aims to help brands extend their reach, elevate trusted voices, and build deeper relationships with professional audiences.
For marketers focused on brand authority and thought leadership, enhanced discovery offers a powerful new way to find, collaborate with, and promote the voices shaping their industries.
