LinkedIn Follower Campaigns: How They Work & What They Cost
A LinkedIn follower campaign is a paid ad campaign designed to grow your page or profile's followers among a targeted audience. Used well, follower and brand awareness ads put your brand in front of exactly the right buyers and build an audience you can nurture with organic content. They work best alongside strong content, not instead of it. Here is how they work, what they cost, and when to use them.
Follower campaigns are one of the more misunderstood LinkedIn ad types. Used correctly they build a targeted audience; used alone they just buy a number. Here is the practical view.
What is a LinkedIn follower campaign?
It is a paid campaign whose objective is follower growth: LinkedIn shows a follow prompt for your company page to a precisely targeted audience (by job title, industry, company size, and more). The result is a larger audience of the exact people you want to reach with future content.
Follower ads vs brand awareness ads
They are close cousins. Follower ads optimise for new followers; brand awareness ads optimise for impressions and reach. Both put your brand in front of buyers; the difference is whether you are trying to grow a followable audience or maximise visibility for a message. Choosing the right objective is covered in LinkedIn ad objectives.
What do they cost?
LinkedIn ads are premium: costs vary by audience and competition, but expect to work within LinkedIn's typical cost per result rather than cheap social pricing. Follower and awareness campaigns are usually priced on impressions (CPM) or per click. The right budget depends on how targeted and how large your audience is; a focused B2B audience costs more per head but is worth more.
When follower campaigns are worth it
They shine when you already have strong content worth following, want to accelerate audience growth among a specific buyer segment, or are launching a company page presence. They are a poor substitute for content: a big audience with nothing worth following does nothing. Pair them with the organic approach in LinkedIn for B2B companies.
Combine paid with organic
The strongest play is to build followers with a campaign, then convert that audience with consistent executive and company content. Paid grows the room; organic earns the trust. The trade off is detailed in LinkedIn ads vs thought leadership.
Frequently asked questions
What is a LinkedIn follower campaign?
It is a paid ad campaign that grows your company page's followers among a precisely targeted audience, by job title, industry, company size and more, so you build an audience of the exact people you want to reach with future content.
How much do LinkedIn follower ads cost?
LinkedIn ads are premium and priced by impressions (CPM) or clicks, with costs varying by how targeted and competitive your audience is. A focused B2B audience costs more per head but delivers more valuable followers. Budget to your audience and goals.
Are LinkedIn follower campaigns worth it?
Yes, when you already have content worth following and want to accelerate audience growth among specific buyers, or are launching a company page. They are not a substitute for content, a large audience with nothing worth following does nothing.
What's the difference between follower ads and brand awareness ads?
Follower ads optimise for new followers; brand awareness ads optimise for impressions and reach. Both put your brand in front of buyers, the difference is whether you're growing a followable audience or maximising visibility for a message.
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