Why You Need to Prioritize LinkedIn TLAs in 2026

LinkedIn’s latest update has major implications for marketers using Thought Leader Ads (TLAs). The platform is rolling out a new tab that highlights posts mentioning a business name, making it easier than ever to surface organic commentary, partner shoutouts, and relevant content for amplification.

This is a huge win for brands leaning into TLAs and another signal that it’s time to prioritize them in your 2026 strategy (as many thought leaders are doing, based on LinkedIn’s latest revenue numbers).

TLAs Are Driving Real Results

In our experience, TLAs consistently outperform traditional brand ads in terms of engagement and CTR. They feel organic (because they are; as a reminder, they come not from a company but from an expert associated with a company), and audiences are more likely to stop, read, and interact with content that appears in a human voice, especially when it’s from someone they trust.

But it’s not just about clicks. TLAs are proving to be powerful brand awareness drivers. For brands looking to grow top-of-funnel volume or build credibility in niche B2B verticals, they offer a high-leverage, lower-cost way to do both.

Best Practices for High-Impact TLAs

What separates a scroll-past from a scroll-stopper? TLAs that perform well usually follow a few key principles:

• Authenticity wins. Posts should sound like a real person, not a brand script.
• Keep it simple. TLAs are still organic posts and should avoid over-designed creative.
• Test video. We’re seeing strong performance from short-form videos in TLA placements.
• Always use UTMs. Tracking is essential to prove and scale impact.

TLAs work because they feel real. The best ones don’t feel like ads at all.

Why TLA Adoption Is Accelerating

The short answer: they work. The slightly longer answer: they work well at the top of the funnel and help build better mid-funnel remarketing pools.

If your competitors are already investing in TLAs, and the data shows many are, you may be losing out on cost-efficient attention, engagement, and share of voice. And for brands still building awareness, TLAs are one of the fastest ways to show up where your audience is already scrolling.

What to Do After TLAs Land

If your TLAs are earning strong engagement (likes, comments, shares), don’t stop there. Here’s how to make that momentum count:

• Build audiences from TLA engagers. Retarget them with conversion-focused ads.
• Layer in Messaging Ads. Keep the 1:1, personalized tone going in DMs.
• Optimize creative based on signal. Which hooks, formats, or topics drive the most response? Use that to inform your next round of content.

LinkedIn TLAs are no longer experimental; they’re essential. And with the platform’s new discovery features rolling out, brands have more tools than ever to identify, promote, and capitalize on what people are already saying.

2026 will be the year we see TLA strategies go from nice-to-have to non-negotiable. If you haven’t started testing yet, now’s the time.