LinkedIn has expanded its Thought Leader Ads ad format to event posts, allowing companies to leverage credible voices to drive event participation.
New ad format connects trust with event marketing
The social network enables member posts that link to LinkedIn Event Pages to be sponsored as ads. This development stems from research indicating that trust is the foundation of successful B2B marketing.
LinkedIn's 2025 B2B Marketing Benchmark Report reveals that 94% of marketers see trust as a key factor for B2B success. Additionally, 76% believe that collaboration with creators builds authenticity, while 81% indicate that it helps establish trust. When selecting influencers, 58% of marketers prioritize credibility over other factors.
The new format works simply: when executives, employees, creators, or experts post an event, advertisers can promote this content as a Thought Leader Event Ad, provided the original poster gives permission. In Campaign Manager, marketers just select "Browse Existing" in the Content Library to find suitable posts.
Business impact of authenticated event promotion
For organizations, this means a direct way to increase event participation by leveraging existing authority and credibility. Companies can now benefit from higher engagement rates associated with authentic member content, rather than traditional brand advertisements.
The measurable performance indicators remain standard: click-through rates, cost-per-click, conversions, and new followers track effectiveness. This provides marketing teams with clear insights into the return on investment of their thought leadership investments.
Practical application for B2B marketers
The format responds to the growing demand for authenticity in B2B marketing. By directly linking thought leadership to events, marketers gain a scalable method to amplify credible voices and build brand trust.
The timing is strategic: B2B buyers are increasingly seeking authentic content and expert insights before making decisions. By promoting existing member posts with high credibility, companies can leverage this trend without forcing their own brand messaging.