LinkedIn announced the launch of a new expansion of its Sponsored Updates product called Direct Sponsored Content. It lets brands personalize and test content in LinkedIn’s newsfeed without the posts having to appear on their Company Page.

In other words, you don’t have to promote a post you already made. You can just create the ad from scratch.

Direct Sponsored Content also had additional advantages.

LinkedIn’s Ashvin Kannan explains, “Through Direct Sponsored Content, companies can make their content more relevant by sending personalized messages to specific audiences. It gives them the ability to test and retest a variety of content in real-time until they get it right. Doing so allows for enhanced performance as they aim to connect with audiences, nurture relationships and generate quality leads. Direct Sponsored Content also lifts limitations on who can, and cannot, post in the feed. Because content doesn’t have to start on the Company Page, different business units can try content specific for their audience with the Company Page administrator’s approval.”

The product is being launched through LinkedIn’s campaign manager and Sponsored Updates partners, which include AdStage, BrandNetworks, Salesforce ExactTarget Marketing Cloud, Shift, and Unified. It’s been in pilot phase with clients like Comcast Business and NewsCred.

LinkedIn says its Sponsored Updates product is now 19% of its Marketing Solutions revenue.

Image via LinkedIn