STRUCK BY: The Rise of the LinkedInfluencer

Published 4 months ago • 1 min read

LinkedIn took a sharp turn a few years ago, as it went from a place to share professional achievements to an active social network. I’ve written before about LinkedIn’s popularity among young people as they start managing their careers and networks earlier and earlier. As LinkedIn’s demographic begins to shift, and its social side has grown, we’re witnessing the rise of the “LinkedInfluencer” and seeing paid partnerships on the platform like never before.

The erosion of trust in other social platforms like X, Instagram, and TikTok is a huge factor as LinkedIn users share more of their personal lives alongside their professional accomplishments. If it no longer feels safe or enjoyable to post those vacation photos or workouts on one platform or another, it’s natural to look elsewhere. And for folks intent on building their brand via LinkedIn to sell products like classes or books, personal content is also engagement bait. Those personal posts are consistent top-performers.

Brands are eyeing LinkedIn because LinkedIn’s user base is attractive - it’s a highly engaged audience with disposable income. When paid campaigns start multiplying on a platform, it’s often alienating to “regular” users and causes them to leave the platform. I’m curious - how are you using LinkedIn these days?

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