Sponsored Content Vs. Sponsored Messaging. Everything You Need to Know

In just six months at ResourceiT, I’ve seen first-hand how much the world of digital lead generation has evolved. We’ve been running deep-dive experiments across client campaigns, and our own, to truly understand the power of sponsored messaging. And while I don’t want to jinx it, I think we may have cracked the code!

If you’re looking to take your lead generation strategy to the next level, here’s why incorporating sponsored messaging into your approach could be a game-changer.

Let’s start by looking at the difference between sponsored messaging and sponsored content.

Sponsored messaging vs. sponsored content: What’s the difference?

Sponsored content refers to in-feed ads that feature a designed piece of content, such as a video or image, paired with some supporting copy. These ads appear as part of a user’s scrolling experience and aim to capture attention in a crowded feed.

Sponsored messaging on the other hand, deliver ads right into your LinkedIn inbox, either in the form of conversation ads (multiple messages with different CTA’s to click through) or message ads (one standard message).

Although message ads took a short hiatus in the EU, they’re back, and better than ever.

Why Sponsored Messaging is a Lead Generation Powerhouse

1. Turning Passive Scrolling into Active Intent
   Think about how often you catch yourself mindlessly scroll through LinkedIn, TikTok, or Instagram. During these moments, you’re probably not in a work mindset — let alone thinking about proactively signing up for something.That’s where sponsored messaging excels. Unlike in-feed ads that passively compete for attention, sponsored messages land directly in a user’s LinkedIn inbox, when they’re intentionally checking their messages and already in ‘work mode.’, meaning they’re far more likely to engage with your content.
2. More Space to Tell Your Story
   With sponsored messaging, you’ve got more room to tell a story, explain your offer and connect with your audience.  You have the space to craft a personalised pitch, provide valuable information, and guide your audience through multiple CTAs which provides a much higher chance of converting.In contrast, sponsored content limits you to 400 characters, and realistically, only 150 characters are visible without clicking ‘see more’ and let’s be honest, how often do you expand an ad to read the full message?
3. Higher Intent, Higher-Quality Leads
   Users who engage with messages in their inbox are in an active mindset, making them more likely to convert with stronger intent. And in our experience, audiences are 10x more likely to convert through sponsored messaging compared to sponsored content.Direct messages demand attention, appearing as a notification rather than just another post in a busy feed. This naturally leads to higher open and click-through rates.
4. Precision Targeting for Decision-Makers
   With sponsored messaging, you’re able to target decision-makers with pinpoint accuracy, ensuring the right message reaches the right audience at the right time. While sponsored content allows for targeting, it’s less precise, you’re relying on the right people noticing your content in their feed, rather than delivering your message straight to them.

   The best approach? A combination of both.

   For a high-impact lead generation campaign, our guidance is always that sponsored content and sponsored messaging should go hand in hand. Sponsored content acts as the warm-up for the audience, building awareness, trust and positioning the brand as an authority.

   Sponsored Messaging is the headline act, capitalising on the familiarity to directly engage with qualified leads and drive conversions.

   Want to take your lead generation to the next level? Let’s chat — we’d love to help!