What is the difference between 'sponsored content' and 'text ads'?

Sponsored content and text ads serve distinct purposes and occupy different placements on LinkedIn, which is crucial for marketers to understand.

Sponsored content is designed to appear seamlessly within the LinkedIn feed, much like a regular post from a user or company. This format allows for high visibility and engagement since it blends with organic content that users are already consuming. It often includes rich media such as images, videos, or carousels, which can enhance engagement and attract more attention from users.

In contrast, text ads are specifically placed in the sidebar of LinkedIn pages. This location means that while they can still be effective, they operate differently in terms of visibility and engagement compared to sponsored content. Text ads are generally smaller, typically consisting of a short headline, a brief description, and an image, leading to a different kind of user interaction.

Understanding these differences helps marketers select the appropriate ad format based on their campaign objectives, whether aiming for high engagement with sponsored content or utilizing the more straightforward, concise messaging of text ads in a banner-like format.