LinkedIn Tests Post Boosting Feature to Help Users Expand Their Reach Beyond Their Network

LinkedIn / Boosting

LinkedIn is starting to test a new Boosting feature with a small group of users.

Users with access will see an option to boost existing posts in their Activity Tab. Boosting is available for text, image, article, video, and newsletter posts, but not currently for job posts, events, documents, polls, or group posts. Users can set their budget and target audience based on criteria such as location, language, job title, job function, company industries, and more.

Boosted posts will have their own analytics view, allowing users to see both organic and paid performance over a five-day boost period.

Why It Matters: Boosting options offer users a simple way to amplify their organic posts’ performance without needing to navigate LinkedIn Ads Manager. This is especially useful when users want to boost a post that is performing well organically or gain more reach for an important post that isn’t performing as expected. With more influencer marketing campaigns happening on LinkedIn, creators could also use this feature to ensure their sponsored content reaches the right audience.

Recently, platforms like Meta, TikTok, and more recently, YouTube have rolled out or and expanding Boosting options, making paid media more accessible—especially for creators and small businesses that may lack the time, resources, or knowledge to run full advertising campaigns.

For platforms, Boosting features provide an additional revenue stream beyond the larger budgets of enterprise brands and agencies. However, LinkedIn may need to address a common concern: when platforms add boosting features, users with lower organic reach often believe it's a tactic to push them toward paid advertising solutions.

This new option is part of LinkedIn’s expanding suite of advertising solutions, which now includes Thought Leader Ads for posts and newsletters, Connected TV ads, and more.