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Ryan Roslansky, CEO of Microsoft’s LinkedIn subsidiary, speaks at a LinkedIn event in San Francisco on Sept. 22, 2016.

David Paul Morris | Bloomberg | Getty Images

Influencer marketing has become big business on TikTok and Instagram, where popular creators can make good money by helping brands promote their stuff. Now, LinkedIn wants in the game.

As of last week, LinkedIn is letting advertisers pay to amplify posts from users, including those with sizable followings. Its product, called Thought Leader ads, launched in a limited capacity last year.

The Microsoft-owned business is looking for a jolt, as LinkedIn’s revenue growth has been stuck in single digits since 2022. The company is turning to its membership, which topped 1 billion in November, to help fuel expansion.

Influencer marketing to date has largely been a phenomenon of consumer apps, where shticks and gimmicks can turn internet-savvy creators into celebrities with millions of followers. Almost two-thirds of U.S. social media marketing dollars this year will flow to Instagram parent Meta and TikTok’s Chinese owner ByteDance, with Instagram and TikTok picking up a combined 2 percentage points of additional share by 2026, according to estimates from eMarketer.

LinkedIn, which was launched a year before Facebook, will grab just 4% of the market, equal to $4.5 billion in marketing revenue, eMarketer says, and its share will remain flat over the next two years.

“It takes a long time for ads and ad formats to really take root,” said Max Willens, a senior analyst at eMarketer, referring to LinkedIn’s latest endeavor.

LinkedIn introduced Thought Leader ads last year but with limited use. Brands could only amplify posts from their own employees. Mastercard, for example, promoted posts written by some of its leaders in Singapore, with one receiving over 500 notifications on the first day. LinkedIn has used Thought Leaders ads itself for some posts from operating chief Dan Shapero, but not yet for CEO Ryan Roslansky.

By opening up Thought Leader ads, LinkedIn is letting anyone boost a post as long as the author grants permission. Social media marketer Brendan Gahan is so bullish on the format that he’s focusing much of his efforts on helping companies use Thought Leader ads.

“In an era where brand safety is a big issue, LinkedIn has a leg up, particularly in contrast to Twitter,” said Gahan, who started an agency last year called Creator Authority, referring to the social media platform now known as X.

X, formerly Twitter, being overrun by 'trolls and lunatics,' Wikipedia founder says

X lost some leaders working on brand safety last year, just as the Elon Musk-owned platform was seeing a surge in hate speech on the app.

LinkedIn has long been an effective site for advertisers because members list their employment details, making it easy for brands to target ads to relevant audiences. Advertising skews toward business-focused products like software and computer infrastructure, though automakers, universities and banks also use the network to reach potential customers.

“If you’re looking to sell a high-end B2B product, and you know the buying group is a CFO and someone in finance and like someone in HR, we can literally put ads in front of those specific people on LinkedIn, because the first-party data is so strong,” Roslansky said at a conference in late 2022.

Thought Leader ads came about after employees saw marketing clients promoting screenshots of other users’ content. Since turning on the offering last fall, the ads have yielded higher engagement than regular ads that run with images, said Abhishek Shrivastava, a LinkedIn vice president of product management.

“Humanizing your brand is critical for B2B and has been underused in that space,” said Shrivastava, adding that clients are very excited about it.

It might not be cheap. Racking up a thousand ad impressions generally costs more on LinkedIn than on Instagram or TikTok, partly because the company charges more for advertisers to reach its more affluent user base. Shrivastava said that rather than comparing the costs to other sites, brands will look at the sales and business leads they get from running ads.

For months, project management software startup ClickUp has been paying to promote LinkedIn posts from its own executives. Chris Cunningham, head of social marketing at the company, said traditional ads on LinkedIn can sometimes be repetitive and generic, and he’s eager to see how promoted posts will perform when influencers get involved.

On other social networks, ClickUp has found more success promoting posts from creators than with standard ads, Cunningham said. Plus, he said, “it’s super easy.”

Betsy Hindman, a marketer in Tennessee who helps companies make the most of their LinkedIn presence, said a brand ambassador with an audience can have a bigger impact than a typical ad.

“It’s part of a full end-to-end strategy that includes warming people up along the way with whatever type of content they respond to,” she said.

Building up a roster of creators will likely take time. Some influencers are represented by agencies, and LinkedIn’s Campaign Manager advertising system doesn’t have an automatic process for connecting media buyers with agencies.

“That’s a direction we are exploring,” Shrivastava said.

More data will soon be available to advertisers. Starting in a few weeks, LinkedIn members will be able to look up any company’s collection of ads and see its Thought Leader ads, a spokesperson said. That could help advertisers see what works best.

One potential boon for LinkedIn rests with the fate of TikTok. The app faces a possible ban in the U.S. after the House of Representatives passed legislation last month that would force ByteDance to sell it within six months. Momentum has since slowed, though Senate Minority Leader Mitch McConnell, R-Ky., urged lawmakers to take action on the matter earlier this week.

Willens from eMarketer said agencies are keeping an eye on the issue, but said “nobody feels there’s an imminent threat.”

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AI chipmaker Cerebras announces CFIUS clearance, a key step toward IPO

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AI chipmaker Cerebras announces CFIUS clearance, a key step toward IPO

Toronto , Canada – 20 June 2024; Andrew Feldman, co-founder and CEO of Cerebras Systems, speaks at the Collision conference in Toronto on June 20, 2024.

Ramsey Cardy | Sportsfile | Collision | Getty Images

Artificial intelligence chip developer Cerebras said Monday that it has obtained clearance from a U.S. committee to sell shares to Group 42, a Microsoft-backed AI company based in the United Arab Emirates.

That clearance came from the Committee on Foreign Investment in the United States, or CFIUS, and it’s a key step for Cerebras in its effort to go public. Cerebras competes with Nvidia, whose graphics processing units are the industry’s choice for training and running AI models, but most of its revenue comes from a customer called Group 42.

Cerebras filed to go public in September but has not provided details on timing or size for the initial public offering. The regulatory overhang was tied to the company’s relationship with Group 42, which was the source of 87% of Cerebras’ revenue in the first half of 2024, made the IPO look uncertain.

“We thank @POTUS for making America the best place in the world to invest in cutting-edge #AI technology,” Andrew Feldman, Cerebras’ co-founder and CEO, wrote in a Monday LinkedIn post. “We thank G42’s leadership and the UAE’s leadership for their ongoing partnership and commitment to supporting U.S headquartered AI companies.”

Lawmakers have previously worried about Group 42’s connections to China. Last year Mike Gallagher, then a Republican member of Congress from Wisconsin, said in a statement that he was “glad to see G42 reduce its investment exposure to Chinese companies.” Microsoft later announced a $1.5 billion investment in Group 42.

Both Cerebras and Group 42 had given voluntary notice to CFIUS about the sale of voting shares, according to the Sunnyvale, California-based company’s IPO prospectus. Group 42 had agreed to buy $335 million worth of Cerebras shares by April 15, according to the prospectus. The two companies later changed the agreement to say Group 42 would be buying non-voting shares, prompting them to withdraw their notice, because they said they did not believe CFIUS had jurisdiction over sales of non-voting securities.

CFIUS did not immediately respond to a request for comment.

Just a handful of technology companies have gone public since 2021, as higher interest rates made unprofitable companies less desirable. But in recent months, Cerebras and a few technology-related companies have taken steps toward IPOs, and last week, AI infrastructure provider CoreWeave went public.

CoreWeave shares fell 7% on Monday, its second day of trading.

WATCH: Cerebras Systems likely to postpone IPO after facing delays with CFIUS Review, reports say

Cerebras Systems likely to postpone IPO after facing delays with CFIUS Review, reports say

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Tesla plunges 36% in first quarter, worst performance for any period since 2022

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Tesla plunges 36% in first quarter, worst performance for any period since 2022

White House Senior Advisor, Tesla and SpaceX CEO Elon Musk attends a cabinet meeting held by U.S. President Donald Trump at the White House on March 24, 2025 in Washington, DC. 

Win McNamee | Getty Images

Tesla’s stock just wrapped up its worst quarter since 2022 and suffered its third-steepest drop in the company’s 15 years on the public market.

Shares of the electric vehicle maker plunged 36% in the first three months of the year.

The last time Tesla had a worse stretch was at the end of 2022, when the stock cratered 54%. That quarter included CEO Elon Musk’s sale of more than $22 billion worth of Tesla shares to finance his $44 billion acquisition of Twitter, later renamed X. On Friday, Musk said his artificial intelligence startup xAI has acquired X in a deal valuing the social media company at $33 billion.

Tesla’s first-quarter drop wiped out over $460 billion in market cap. The majority of the quarter overlaps with Musk’s time in the second Trump administration, leading an effort to slash government spending and regulations, and terminating tens of thousands of federal employees.

Musk is leading what’s known as the Department of Government Efficiency, or DOGE. As of Monday, the DOGE website claimed that, through March 24, the program had notched $140 billion in federal spending reductions, a number equal to less than one-third of Tesla’s valuation loss in the first quarter.

“My Tesla stock and the stock of everyone who holds Tesla has gone, went roughly in half,” Musk said on Sunday night at a rally he held in Green Bay, Wisconsin, to promote the right-wing judge he’s backing for Tuesday’s state supreme court election. “This is a very expensive job is what I’m saying.”

DOGE’s website contained numerous errors previously, causing the group to revise its own claims about its savings. And many of Musk’s allegations about waste, fraud and abuse in the federal budget have also been shown to be misleading or false.

Musk recently said on a Fox News interview with Bret Baier, that he and DOGE plan to slash $1 trillion from total federal spending levels by May.

Musk’s role in the White House is one factor weighing on Tesla’s stock, as it’s contributing to waves of protests, boycotts and violent attacks on Tesla stores and vehicles around the world. President Trump’s automotive tariffs are also a concern as they involve Tesla’s key suppliers, notably Mexico and China. Tariff fears sparked a broader selloff in tech stocks, with the Nasdaq closing the quarter down 10%, its biggest drop since 2022.

Tesla faces other headwinds, such as a steep decline in new vehicle sales, and pressure to deliver on Musk’s promises for robotaxis while rivals extend their lead in the market.

Musk has said Tesla will launch a driverless ride-hailing business in Austin, Texas in June, but some analysts are voicing skepticism about the company’s ability to meet that deadline.

For about a decade, Musk has promised that existing Tesla cars can be turned into robotaxi-ready vehicles with one more software upgrade. On the company’s fourth-quarter earnings call, Musk said that a forthcoming version of Tesla’s Full Self-Driving software will require a hardware upgrade as well.

While the first-quarter stock drop has been painful for shareholders, they’ve experienced similar volatility in the recent past. In the first quarter of 2024, the shares plunged 29% due to declining auto sales and increased competition. But the stock rallied the rest of the year to finish up 63%.

“Long term, I think Tesla stock is going to do fine,” Musk said at the Green Bay rally. “So, you know, maybe it’s a buying opportunity.”

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Wall Street banks got meager payout from CoreWeave IPO

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Wall Street banks got meager payout from CoreWeave IPO

Michael Intrator, founder and CEO of CoreWeave Inc., Nvidia-backed cloud services provider, attends his company’s IPO at the Nasdaq Market in New York City on March 28, 2025.

Brendan McDermid | Reuters

Wall Street banks waited a long time for a billion dollar IPO from a U.S. tech company. They’re not making much money from the one they got.

The underwriting discount and commissions paid by artificial intelligence infrastructure provider CoreWeave, which hit the Nasdaq on Friday, amounted to just 2.8% of the total proceeds, according to a Monday filing with the Securities and Exchange Commission. That means that of the $1.5 billion raised in the offering, $42 million went to underwriters.

That’s on the low side historically. Since Facebook’s record-setting IPO in 2012, there have been 25 venture-backed offerings for tech-related U.S. companies that have raised at least $1 billion, with an average underwriting fee of 4%, according to data from FactSet analyzed by CNBC. Facebook, in raising $16 billion, paid out the lowest percentage at 1.1%.

Morgan Stanley, which led the Facebook IPO, had the coveted lead left spot on CoreWeave, followed by JPMorgan Chase and Goldman Sachs. The three banks are typically the leaders when it comes to tech IPOs. They’ve been counting on a revival in the market under President Donald Trump after a lull dating back to the end of 2021, when soaring inflation and rising interest rates put a halt on new offerings.

But CoreWeave’s initial trading sessions aren’t providing much confidence in a rebound. After lowering its price to $40 from a range of $47 to $55, CoreWeave failed to notch any gains on Friday and fell 7% on Monday to $37.20.

Declines in the broader market have weighed on CoreWeave, but investors also have specific concerns about the company, including its reliance on Microsoft as a customer, its hefty level of debt and the sustainability of a business model built around reselling Nvidia’s technology.

CoreWeave is the first among venture-backed companies to raise $1 billion or more since Freshworks in September of 2021. Freshworks carried an underwriting fee of 5.3%, while UiPath, which hit the market a few months earlier, paid 5%. In April of that year, AppLovin carried a 2.6% fee, the last time a billion-dollar offering had a lower fee than CoreWeave’s.

Among the few more recent IPOs — which all raised less than $1 billion — the fees were much higher. For Instacart and Klaviyo in 2023 and Reddit, Astera Labs, Rubrik and ServiceTitan last year, payouts were all at least 5%.

As lead in the CoreWeave deal, Morgan Stanley was given the highest percentage allocation of shares for clients at 27%. JPMorgan received 25%, and Goldman Sachs got 15%.

Those percentage allocations typically correspond fairly closely to how much of the fees each bank receives, though with a slightly higher amount to the lead bank for the management fee piece.

David Golden, a partner at Revolution Ventures who previously led tech investment banking at JPMorgan, said “there’s a little ‘black box’ involved in the underwriting compensation” that’s not disclosed in the prospectus. Based on his experience with IPOs and the historical norm, Golden estimated that Morgan Stanley got at least $13 million for its work, amounting to just over 30% of the total payout, while the number for Goldman Sachs would be slightly above $6 million.

Representatives from Morgan Stanley and Goldman Sachs declined to comment. A spokesperson for JPMorgan didn’t immediately respond to a request for comment.

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Cramer's Mad Dash: CoreWeave

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