LinkedIn, traditionally known as a professional networking platform, is making strides to compete with social media giants TikTok and Instagram in the realm of influencer marketing. This move signifies LinkedIn’s ambitious bid to establish itself as a formidable player in the increasingly competitive landscape of digital advertising. By leveraging its vast user base of professionals and business-oriented content, LinkedIn aims to offer unique opportunities for influencer collaboration and brand promotion, thus presenting a new challenge in the realm of influencer marketing.
LinkedIn recently entered the influencer marketing arena by allowing advertisers to boost posts from independent creators, mirroring the strategies of Instagram and TikTok. While these platforms have effectively transformed influencers into brand advocates, LinkedIn seeks to revitalize its revenue growth, which has stagnated below 10% since 2022. With influencer marketing flourishing on Instagram and TikTok, LinkedIn aims to carve out its share of the market by enabling advertisers to amplify posts from users, including those with significant followings, through its Thought Leader ads product, which debuted in a limited capacity last year.
LinkedIn, which was launched a year before Facebook, will grab just 4% of the market, equal to $4.5 billion in marketing revenue, eMarketer says, and its share will remain flat over the next two years.
“It takes a long time for ads and ad formats to really take root,” said Max Willens, a senior analyst at eMarketer, referring to LinkedIn’s latest endeavor.
Moreover, LinkedIn’s foray into influencer marketing presents an opportunity for influencers and content creators to explore new avenues for collaboration and brand partnerships. As the platform evolves to accommodate influencer-driven content, creators can leverage their expertise and authority in specific industries to engage with a receptive audience of professionals and decision-makers.
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