LinkedIn, renowned worldwide for professional networking, is becoming increasingly popular among content creators, primarily due to the rise in remote work and digital connections following the global health crisis in 2020. This platform has evolved into more than just job-searching, providing a dynamic space for professional growth and engagement. The pandemic has truly transformed how professionals make use of LinkedIn, allowing them to build their digital presence and personal brand.
In 2021, LinkedIn introduced a unique creator management program to support the growth of content creators. The program grants chosen creators personal managers to guide them on the platform’s latest trends and features. It also provides creators with specialized tools and unique opportunities to grow their engagement and audience. The inclusion of advanced analytics allows creators to track their progress, and they can also garner benefits from exclusive networking events.
LinkedIn later rebranded this program as “LinkedIn Top Voices,” currently managed by their 250-strong in-house editorial team. This strategic insourcing has produced more consistency in initiatives and an improved quality of content.
User interaction is now given more emphasis over just garnering likes and shares, bolstering LinkedIn’s reputation in the digital world. The expansion of video content, the rise of LinkedIn influencers, and the introduction of newsletters have all contributed to this upliftment.
Exemplifying LinkedIn’s growing influence is the success of The Social Standard, an influencer marketing organization delivering two newsletters viewed by over 100,000 people weekly. Creator Authority, dedicated solely to LinkedIn, also underscores LinkedIn’s evolution from a simple job-seeking site to a dynamic social networking hub. This has turned LinkedIn into a potential goldmine for marketers and advertisers with a professional audience.
Platforms and agencies looking to maximize LinkedIn’s potential must adapt quickly to trends such as Social Standard’s successful launch of a B2B influencer segment strictly for LinkedIn. They must engage in a nimble and innovative approach to learn, replicate, and adapt to effective strategies like tailoring unique content aimed at driving engagement within this B2B influencer segment. By tracking and analyzing the needs and response of the LinkedIn community, they can optimize engagement and conversion rates, ultimately harnessing the opportunities of LinkedIn for business growth and brand visibility.
