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LinkedIn, once viewed as social media’s uncool cousin, is quickly emerging as the place to be for influencer marketing. This transformation is exemplified by the launch of several agencies specializing in LinkedIn influencer marketing.
One company that made particular waves in the industry - Creator Authority - was launched in January 2024 by industry veterans Brendan Gahan and Mandi Hopper. Gahan is adamant that Linkedin has massive potential, telling AdAge: "Marrying creators with LinkedIn's features is a no-brainer. It's a brand-safe, engaged and highly affluent audience. With everything from text to video to live streaming and audio events, LinkedIn is ripe for telling real consumer stories."
Despite LinkedIn's potential, however, it remains an underutilized platform for influencer collaborations. A 2024 Influencer Marketing Hub report revealed that less than 10% of brands currently leverage influencer marketing on LinkedIn. However, this untapped potential presents a significant opportunity, particularly for B2B marketers.
Founded in 2003, LinkedIn is the world’s largest professional networking platform. Owned by Microsoft, the site has expanded from around 200 million users in 2013 to over a billion active users today. LinkedIn's unique selling point lies in its user base: millions of decision-makers and professionals who hold the keys to corporate purchasing decisions. By collaborating with leading thinkers on this platform, brands can reach a highly sought-after audience.
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The growth of influencer marketing on LinkedIn can be attributed to several factors:
Algorithm Changes on LinkedIn
LinkedIn has updated its algorithm to prioritize creator content, making it easier for influencers to reach a wider audience. Jasmine Enberg, a principal analyst at Insider Intelligence, notes: "LinkedIn has done a lot to promote that content [from creators]. It's deprioritized content like work anniversary posts and other content that people have deemed 'cringe-worthy' and really started to elevate that high-value content on the platform, most of which is really coming from these creators."
Expanded Creator Resources
LinkedIn has significantly expanded its creator resources, offering a number of tools to help creators on the platform build their personal brands and engage with their audiences. These resources include Creator Mode, which enhances profile visibility and access to specialized tools; LinkedIn Live for video broadcasting; Newsletters for regular content distribution; and Audio Events for hosting live discussions. The platform also provides detailed Creator Analytics, a dedicated Creator Hub for resources and best practices, and the selective Creator Accelerator Program for emerging talent.
The introduction of Thought Leader Ads
LinkedIn launched Thought Leader Ads in June 2023, allowing companies to promote content from employees' profiles. Unlike traditional ads, these appear as sponsored personal posts, leveraging individual credibility to boost brand engagement. They typically outperform standard ads in click-through rates.
LinkedIn's professional focus makes it particularly useful for B2B influencer marketing. Since the platform has such a professional focus and well-heeled audience, it makes it an ideal place for industry experts to share insights. Features like long-form posts and native videos support diverse content creation, while the algorithm boosts quality posts.
A recent Ogilvy report underscores this trend, revealing that 75% of B2B executives surveyed leverage B2B influencer marketing, with 93% planning to increase their investment in this area.
While traditionally seen as a B2B platform, LinkedIn is seeing a rise in B2C marketers for influencer campaigns. Enberg points out: "About 72% of LinkedIn's U.S. users are millennials or older, per Insider Intelligence data, and the majority of its users are college-educated, which means they probably have higher-paying jobs and more money to spend, and I think that's becoming really attractive to marketers."
This demographic profile makes LinkedIn an appealing platform for high-end consumer brands and services targeting professionals.
Every year, LinkedIn lists hundreds of influencers as “Top Voices” on LinkedIn. Here is a list of 12 top influencers on the platforms in different categories.
Looking for more top LinkedIn influencers? Check out this massive list of 100 top LinkedIn influencers from IZEA.
LinkedIn's landscape is evolving, but it's not a complete overhaul. Sure, you'll still stumble upon the usual long-winded CEO apology or the classic "thrilled to announce" post. But it is clear that the platform is trying to showcase more meat on the bone. The platform is actively pushing for more substantial content from industry experts and thought leaders. So while you might scroll past the usual corporate fluff, you're increasingly likely to find engaging posts that offer real value.
As LinkedIn continues its rise as the next playground for creators, brands are scrambling to tap into its goldmine of professionals. So, whether you're a B2B marketer, a luxury brand eyeing those high-earning millennials, or a creator looking to engage a higher-earning audience, it's time to polish your profile and jump on the LinkedIn influencer bandwagon – because let's face it, those "I'm humbled and excited to announce" posts are so last year.
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