Think of the top social media platforms for creators today. TikTok, Instagram, and maybe even Twitter or Facebook probably come to mind, but what about LinkedIn?
Initially a platform for job hunting and networking, LinkedIn has been around since 2003 and boasts an impressive 930 million members. That means content on LinkedIn has the potential to reach millions of people. That quality content can lead to branding opportunities, sponsorships, and new customers. So it’s not much of a surprise that LinkedIn is becoming a platform for influencers to grow their audiences, too.
It’s clear that LinkedIn is different from those other social media platforms. Jamé Jackson, LinkedIn’s community segment lead, sees LinkedIn as offering a benefit that creators can’t get on larger platforms. That benefit is the power of a small follower count.
“[Some] people are saying you need 50,000, 100,000, a million followers or whatever to be successful at LinkedIn. It’s not that at all. I have seen people be able to generate six figures plus off of 5,000 followers. It’s really about getting the niches,” Jackson told Essence.
The power of the niche audience and niche product is evident. Justin Welsh, an infopreneur, posted on Twitter that he made $20,000 in about nine hours by utilizing the power of LinkedIn to launch a new course. Welsh recommends a Twitter-like approach for LinkedIn users. Users should use it to share their knowledge and teach others, instead of strictly sticking to resumes and job updates. If creators can find a niche and post every day they can build up a loyal audience.
How you can use LinkedIn as a creator
The first step to utilizing LinkedIn as a content creator is to turn on “Creator mode.” It’s a profile setting open to all LinkedIn users that can help you grow your influence on the platform. Once you make the switch, your “Featured” and “Activity” sections will appear first on your profile. Welsh recommends using these spots to highlight new products and your call to action.
Creator mode also comes with access to the LinkedIn Live and LinkedIn Newsletter features the platform offers. Plus, LinkedIn offers various analytics to help creator mode users gauge how their content is performing.
Alessandro Bogliari, CEO of The Influencer Marketing Factory, predicted that LinkedIn is going to become more popular as a platform for content creators. “LinkedIn has long been a known platform for thought leadership, and with its continuing rapid growth, I predict more leaders and creators will turn to the platform,” she wrote.
This aligns with what Jackson is predicting for the platform too. “I always like to tell people, go a step further. You’re not just a creator, you are a thought leader. You are an expert, you are an industry expert, and you have something that someone else wants to know,” Jackson told Essence.
Content creators already taking advantage of LinkedIn are drawn to it because of the opportunities it can provide. Being a thought leader on LinkedIn can help creators establish themselves as experts and authority figures in their industry.
“For years, I invested the least amount of time in LinkedIn, but I got the highest value,” Pam Moore, who has 350,000 followers on the platform, told Vice.
LinkedIn influencers are especially attracted to the platform because of the positive nature of the content. Influencers are no strangers to negative feedback and criticism from others online. But influencers on LinkedIn found that people on the platform appreciated earnest, vulnerable, and empowering content.
“It was a place where people genuinely seemed to want to better themselves. If they were on the platform, they were there to learn, grow, and advance their career,” Chantel Soumis, a LinkedIn influencer told Vice. She said she received $1 million in revenue-generating opportunities three months after launching a side business on LinkedIn.
The professional nature of the site may initially be intimidating for some influencers and content creators. But it can actually provide the niche audience they’ve been trying to find on other platforms. And, LinkedIn isn’t shy about people using the platform to make money.
“What’s unique about LinkedIn is that it’s not creation for the sake of entertainment – it’s about creation for economic opportunity, and that’s what we’re all about at LinkedIn,” a LinkedIn spokesperson told Vice.