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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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TikTok is one of the biggest platforms for free speech that I've ever seen, says Marc D'Amelio

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CNBC Daily Open: Hopes of a U.S.-China deal spark a rally

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CNBC Daily Open: Hopes of a U.S.-China deal spark a rally

U.S. President Donald Trump and China’s President Xi Jinping shake hands before their bilateral meeting during the G-20 leaders summit in Osaka, Japan on June 29, 2019.

Kevin Lamarque | Reuters

The mere prospect of a U.S.-China trade deal is enough to send markets higher.

On Monday stateside, the S&P 500, Dow Jones Industrial Average and Nasdaq Composite closed at record highs — with the broader market index breaking past the 6,800 level for the first time.

And that’s before an agreement has been signed officially.

“A lot of the forecasts for technology have been without the benefit of China, so once you can add China back into the equation, that would probably be fairly optimistic for the markets,” Sam Stovall, chief investment strategist at CFRA Research, told CNBC.

Nvidia, for instance, gave an estimate for the current quarter that excludes H20 shipments to China — a reminder of how trade restrictions have complicated the outlook for U.S. tech giants.

A formal U.S.-China deal that clarifies — and perhaps loosens — trade parameters could prompt Big Tech companies to raise their guidance, potentially igniting another wave of buying in a market already dominated by tech heavyweights.

Beyond silicon and software, soybeans are back in play. Reports suggest China may ease its unofficial boycott of U.S. soybeans as part of the agreement. That would go some way toward assuaging Scott Bessent’s pain because he’s not just the U.S. Treasury Secretary, but also a soybean farmer, as he put it in a televised interview.

While Bessent meant that literally — he owns soybean farmland — in the broad trade war between China and the U.S., trade tensions have made daily life more difficult for most of us, turning us all into reluctant farmers of one kind or another. A truce, if it comes, might let everyone harvest some peace.

What you need to know today

Trump suggests an agreement with China is imminent. Speaking aboard Air Force One on Monday, Trump said he and Chinese President Xi Jinping are going to “come away with” a trade deal. The U.S. president also signaled a TikTok deal could come on Thursday.

Amazon is preparing to announce largest layoffs in its history. The cuts, which will impact almost every division, will begin Tuesday, according to a person familiar with the matter. Up to 30,000 employees will be affected, Reuters reported.

HSBC beats earnings expectations. Third-quarter profit before tax came in at $7.3 billion, higher than the $5.98 billion estimate compiled by the bank. However, that figure was 14% lower from a year earlier because of higher operating expenses.

Record highs for U.S. stocks. The three major U.S. indexes and the Russell 2000 rose Monday to close at all-time highs. Asia-Pacific markets slipped Tuesday. South Korea’s Kospi fell even as the country’s economy expanded more than expected in the third quarter.

[PRO] Time to put cash elsewhere when Fed cuts rate. The returns of money market funds depend on prevailing interest rates. When the Fed all but certainly cuts rates, investors should start moving their funds out of cash instruments, analysts say.

And finally…

President and CEO of Saudi’s Aramco, Amin H. Nasser, speaks during the Future Investment Initiative (FII) in Riyadh, Saudi Arabia October 29, 2024.

Hamad I Mohammed | Reuters

How Saudi Arabia is diversifying away from oil — and betting big on AI

According to Saudi Arabia’s Minister for Investment Khalid Al Falih, 50.6% of the Saudi economy is now “completely decoupled” from oil.

The country is doubling down on fast-growing sectors such as artificial intelligence for growth. Al Falih said the kingdom will be a “key investor” in developing AI applications and large-language models, adding that Saudi Arabia would also build data centers “at a scale and at a competitive cost not achieved anywhere else.”

— Lim Hui Jie

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Ark Invest CEO Cathie Wood flags AI market correction risk: ‘We think there will be a reality check’

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Ark Invest CEO Cathie Wood flags AI market correction risk: 'We think there will be a reality check'

Cathie Wood, chief executive officer of Ark Investment Management LLC, during the Federal Reserve’s Payments Innovation Conference in Washington, DC, US, on Tuesday, Oct. 21, 2025.

Aaron Schartz | Bloomberg | Getty Images

ARK Invest CEO Cathie Wood on Tuesday pushed back on fears of an artificial intelligence bubble, while flagging the possibility of a “reality check” on AI valuations.

Speaking to CNBC’s Dan Murphy on the sidelines of Saudi Arabia’s Future Investment Initiative (FII) in Riyadh, Wood said that as interest rates begin to rise, “there will be a shudder” in markets.

“We are going to reach a moment in the next year where the conversation will shift from lower interest rates to rising rates,” the closely watched investor said.

“There are a lot of people out there … who think that innovation and interest rates are inversely correlated. That is not true over history,” Wood said.

“I want to disabuse people of that notion. But nonetheless, the way algorithms work these days, we think there will be a reality check, shall we say.”

Her comments come amid concerns of soaring tech valuations as both businesses and investors pour money into the sector.

'I do not believe AI is in a bubble,' says Ark Invest's Cathie Wood

Wood is one of many business leaders to have waded into the AI bubble debate, particularly as AI-driven spending has led to record deals and valuations.

Earlier in the month, the International Monetary Fund and Bank of England became the latest financial institutions to warn that global stock markets could be in trouble if investor appetite for artificial intelligence turns sour.

IMF chief Kristalina Georgieva offered some blunt advice to investors at the time: “Buckle up: uncertainty is the new normal and it is here to stay.”

She joined the likes of OpenAI’s Sam AltmanJPMorgan boss Jamie Dimon and Federal Reserve Chair Jerome Powell in warning about the risk of a stock market correction as AI spending surges.

Wood: AI is not in a bubble

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OpenAI says U.S. needs more power to stay ahead of China in AI: ‘Electrons are the new oil’

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OpenAI says U.S. needs more power to stay ahead of China in AI: 'Electrons are the new oil'

Sam Altman, chief executive officer of OpenAI Inc., during a media tour of the Stargate AI data center in Abilene, Texas, US, on Tuesday, Sept. 23, 2025.

Kyle Grillot | Bloomberg | Getty Images

OpenAI on Monday said the U.S. needs to substantially ramp up its investment in new energy capacity if it wants to stay ahead of China in the race to develop artificial intelligence.

The startup has been inking deals for ambitious infrastructure buildouts in recent months that will require massive amounts of power. The sprawling data centers will push the boundaries of what is possible in the U.S. during a time when the electric grid is already under strain.

“Electricity is not simply a utility,” OpenAI said in a blog post Tuesday. “It’s a strategic asset that is critical to building the AI infrastructure that will secure our leadership on the most consequential technology since electricity itself.”

Read more CNBC tech news

OpenAI shared an 11-page submission with the White House Office of Science and Technology Policy, in which it encouraged the U.S. to commit to building 100 gigawatts of new energy capacity each year.

A gigawatt is a measure of power, and 10 gigawatts is roughly equivalent to the annual power consumption of 8 million U.S. households, according to a CNBC analysis of data from the Energy Information Administration.

OpenAI said that China added 429 gigawatts of new power capacity last year, while the U.S. added 51 gigawatts. The company said this disparity is creating an “electron gap” that is putting the U.S. at risk of falling behind.

“Electrons are the new oil,” OpenAI said.

WATCH: OpenAI begins to threaten software stocks

OpenAI begins to threaten software stocks

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