LinkedIn introduced Sponsored Updates on Tuesday, which will let the more than 3 million companies on the social network pay to promote updates to a broader audience, rather than just to those users who already follow them.
“With Sponsored Updates, marketers will be able to distribute this content directly to relevant professionals in a place their customers and prospects are already consuming professionally relevant content,” David Hahn, LinkedIn’s vice president of product management, said in a statement. “Marketers can target Sponsored Updates to any segment of our premium audience based on professional profile data across more than 225 million members.”
LinkedIn has borrowed several features from other social networks like Facebook and Twitter in recent years, including overhauling its homepage and setting up a news feed to highlight updates and discussions from users and brands.
Facebook currently offers an ad product called Sponsored Stories and Twitter boasts a series of promoted products, including Promoted Trends and Tweets. Unlike these other networks, though, LinkedIn generates most of its revenue from recruiting products and premium subscriptions.
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