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  Article updated: May 13, 2021

Promote a LinkedIn Page post

You can sponsor a LinkedIn Page post to increase the value and extend the reach of your best LinkedIn Page content. You can set promotion objectives and timelines, and target specific audiences to optimize your ad spend. Your Hootsuite plan type determines the promotion spending you can administer (for more information, see How do promotion budgets work?).

Once you have a LinkedIn ad account, you can do the following:

  • Sponsor existing, live posts in Hootsuite Promote (go to Publisher , and then select Promote).
  • Sponsor a scheduled post in Hootsuite Planner, or sponsor a post when you create a new post (for more information, see Create and promote a post).
  • Sponsor a post from a LinkedIn Company Updates stream.

Note: Hootsuite Free plan members can only sponsor posts from a LinkedIn Company Updates stream or from Promote in Hootsuite.

This article describes how to use HootsuitePromote to sponsor existing, live posts and to manage your sponsored posts.

Before you begin

You must have a LinkedIn ad (with a valid payment method) associated with one of your Pages to sponsor a post. The user who connects the LinkedIn Page to Hootsuite must have advertiser permissions (Account Manager or Campaign Manager role) for the ad account in LinkedIn Campaign Manager.

Team, Business, and Enterprise plan members in Hootsuite organizations must have Advanced or Custom (Promote ads or Manage ad accounts) permissions for the LinkedIn Page in order to sponsor content.

Promote your LinkedIn post

  1. Go to Publisher , and then select Promote.
  2. Select LinkedIn.
  3. Select Find a post to sponsor and select an existing, published post to sponsor. Posts that contain more than one image (carousels) cannot be sponsored. Note that it can take up to two hours for changes to posts to update in this list.
  4. Select the LinkedIn Page and ad account to use to sponsor your post.
    • If you do not see a LinkedIn Page that’s connected to Hootsuite, make sure you have advertiser permissions for the ad account in LinkedIn Campaign Manager. If you are a Team, Business, or Enterprise plan member, make sure you have Advanced or Custom social network permissions for the LinkedIn Page.
  5. Optionally, select Edit in the Objective section, and then select from one of the following advertising objectives to prioritize who to show your sponsored post to:
    • Engagement - People who are likely to engage with the post (those likely to react, comment, or share).
    • Reach - The maximum number of people in your audience.
  6. You can choose to target a specific audience for your ad. Select Edit next to Audience to customize your target audience by defining location, company information, demographics, education, job experience, and interests. Keep an eye on the potential reach of your audience as you build it. If the number of potential audience members becomes too small, you may want to remove some of your audience parameters.
    example of where to find potential reach numbers

    Tip: A good place to start is to target using Job Experience, Job Function, and Seniority.

  7. Select Enable LinkedIn Audience Network to build audiences using LinkedIn's Audience Expansion feature. This feature expands your audience to LinkedIn members that share attributes with your target audience. For more information, see the LinkedIn help article Audience Expansion - Overview.
  8. Set your Budget and the Duration of time you want to run your ad.
  9. Select Save sponsor settings & continue.

Edit your post promotion settings

You can manage and edit your own scheduled post promotions at any time.

  1. Go to Publisher , and then select Promote.
  2. Select your Ad account and a Campaign Status.
  3. In any of your promotions, you can do the following:
    • Select Edit Name to change the post name.
    • Set the promotion status to Active or Inactive.
    • Select Options to edit or delete the promotion settings.

You can also edit your promotion settings from Hootsuite Planner (go to Publisher, and then select Planner). Edit a post, and then select Edit next to Promote this post.

View metrics for your promoted post

You can view metrics for your promotions (like reach, spend, likes, shares).

  1. Go to Publisher , and then select Promote.
  2. Select your Ad account and a Campaign Status.
  3. Select View metrics for any promotion.