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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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CNBC Daily Open: A risky alpha bet in markets to revive AI trade

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CNBC Daily Open: A risky alpha bet in markets to revive AI trade

A Google cloud logo is seen at the announcement of Google’s biggest-ever investment in Germany on November 11, 2025 in Berlin, Germany.

Sean Gallup | Getty Images News | Getty Images

Alphabet on Monday resuscitated the artificial intelligence trade, which had been flagging the previous week. Its stock jumped 6.3%, lifting associated AI names such as Broadcom, Micron Technology and AMD. Major indexes rallied, with the Nasdaq Composite posting its best day in six months.

Investors were particularly enthusiastic about Broadcom because it helps to design and manufacture Google-parent Alphabet’s custom AI chips. In other words, the more market share Alphabet’s AI offerings gain, the greater the benefit to Broadcom — rather like Nvidia and the broader AI sector at the moment. Broadcom shares surged 11.1% on this notion, making it the S&P 500’s top gainer.

But while investors may cheer Alphabet’s leadership on Monday, not everyone wants it to have the last word.

“Some investors are petrified that Alphabet will win the AI war due to huge improvements in its Gemini AI model and ongoing benefits from its custom TPU chip,” Melius Research analyst Ben Reitzes wrote to clients in a Monday note. “GOOGL winning would actually hurt several stocks we cover — so prepare for volatility.”

Approaching the market’s moves from another angle, Melissa Brown, managing director of investment decision research at SimCorp, said it’s a concern when just one stock lifts the market. “That just doesn’t seem to me to be a sustainable force behind driving the market higher over the next however many days,” she added.

Alphabet on Monday may have brought about alpha — in the sense of market outperformance and potentially beginning a new phase of AI enthusiasm — but letting it be the omega as well could pose problems for investors.

What you need to know today

And finally…

Futures-options traders work on the floor at the New York Stock Exchange’s NYSE American (AMEX) in New York City, U.S., Nov. 19, 2025.

Brendan McDermid | Reuters

Could markets be facing an ‘everything bubble’? Investors are divided

 Dan Hanbury, who co-manages the Global Strategic Equity strategy at investment manager Ninety One, told CNBC that while the formation of an AI bubble appears to be “the ultimate question at the moment,” off-kilter prices stretch far beyond the realms of artificial intelligence.

“I think if you step back and look at valuations, it’s very hard to argue there’s not a bubble in the U.S. market,” he conceded. But despite there being “lots of red flags” in equity markets, Hanbury said market participants needed to take a broader view.

— Chloe Taylor

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Blackrock’s iShares bitcoin fund sees record exodus as crypto heads for worst month since 2022

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Blackrock's iShares bitcoin fund sees record exodus as crypto heads for worst month since 2022

CHONGQING, CHINA – JULY 17: In this photo illustration, a person holds a physical representation of a Bitcoin (BTC) coin in front of a screen displaying a candlestick chart of Bitcoin’s latest price movements on July 17, 2025 in Chongqing, China. (Photo illustration by Cheng Xin/Getty Images)

Cheng Xin | Getty Images News | Getty Images

Blackrock’s spot bitcoin exchange-traded fund is having its worst month ever as its underlying asset suffers its largest monthly decline in more than three years.

The iShares Bitcoin Trust ETF has recorded $2.2 billion in outflows this month, as of Monday, FactSet data shows. That’s nearly eight times the $291 million in losses suffered by the investment vehicle last October, or its second-worst month on record since its debut in early 2024. 

The outflows come as bitcoin is bleeding. The digital asset was last trading at $87,907.10 — down more than 20% over the past month and off more than 40% from its high of just north of $126,000 hit in early October. That makes November bitcoin’s worst month since June 2022, when the asset’s price fell about 39%.

“There’s no doubt that hot-money investments have had significant outflows,” Jay Hatfield, CEO and portfolio manager at Infrastructure Capital Advisors, told CNBC.

But, “the pullback is really focused on the gambling part of the market … and bitcoin is really the poster child for that,” he said. 

Investors are exiting Blackrock’s fund to rotate into risk-off assets such as gold amid mounting economic uncertainties and signs of souring market sentiment.

A recent survey from the University of Michigan showed that consumer sentiment has nosedived to near record-low levels. Meanwhile, investors are awaiting crucial data from the September retail sales and the producer price index reports, due out on Tuesday. And while the CME FedWatch Tool shows that traders are now pricing in more than 80% odds that the Federal Reserve will slash rates at its December meeting, such a cut remains far from sure bet.

Amid all the uncertainty, bitcoin is bleeding. And, investors in spot bitcoin ETFs, particularly newer holders, are feeling pressure to sell their shares — a reality that could extend the asset’s downside in the near term, Frank Chaparro, head of content and special projects at crypto-focused trading firm GSR, told CNBC. 

“With the macro environment becoming less certain, investors tend to de-risk across assets, which often means trimming exposure to crypto and other risk-sensitive stocks,” Chaparro said. “And for newer entrants who came in through the funds, any downturn can be unsettling – they can sell just as quickly as they bought.”

But while it’s true that spot bitcoin ETFs have brought in hoards of new retail investors who may be flighty during volatile times, the funds have also attracted a range of long-term investors such as institutions who can hold through the downturn, according to Joshua Levine, chairman at bitcoin treasury firm OranjeBTC, told CNBC. 

That institutional base could “dampen some of the extreme downside, but also smooth upside, reducing bitcoin’s volatility as the asset class matures,” Levine said. 

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Sandisk joins S&P 500 following Western Digital spinoff, replacing Interpublic

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Sandisk joins S&P 500 following Western Digital spinoff, replacing Interpublic

Atmosphere at the Variety 2025 Power of Young Hollywood Party, Presented by SANDISK held at the Four Seasons Los Angeles at Beverly Hills on August 07, 2025 in Beverly Hills, California.

Michael Buckner | Variety | Getty Images

Shares of flash storage vendor Sandisk popped 7% in extended trading on Monday after the company was added to S&P 500.

Sandisk’s addition to the benchmark comes nine months after the company was spun out of Western Digital. Sandisk will replace marketing company Interpublic, which is being acquired by Omnicom, S&P Global said in a statement.

It’s the latest tech company to join the S&P 500, which gets an increasing amount of its value from internet, software and semiconductor businesses. AppLovin, Datadog, DoorDash and Robinhood became members of the index earlier this year.

Stocks tend to rally when they’re added to the benchmark as fund managers who track the S&P 500 need to buy shares to reflect the changes.

Western Digital bought Sandisk in 2016 for $15.6 billion. In February, Western Digital spun out its flash business as Sandisk, which now has a market cap of about $33 billion.

Sandisk sells fast storage drives for gaming PCs, digital cameras and security cameras, and is also trying to land deals with large-scale data center builders. Revenue in the latest quarter rose 23% to $2.31 billion. The company reported a 31% increase in exabytes sold.

Omnicom announced plans to acquire Interpublic in December, and on Monday said the deal received antitrust approval from the European Commission.

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WDC CEO: SanDisk deal great for shareholders

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