Posted by Will “LinkedInfluencers” Be the Next Digital Content Creators?
If you thought LinkedIn was only a professional format for business promotion and networking, think again. It may become the next untapped platform for content creators. Some say the evolution of the platform is happening already.
At this moment the networking site is courting content creators, who believe they can find engaged audiences in the LinkedIn space. This means the hypothetical term “LinkedInfluencers” could soon be a real thing.
With the explosive growth of video, LinkedIn’s potential as a platform for creators continues to increase as well. A recent earnings report from the platform’s owner, Microsoft, revealed the time viewers spent watching video content on LinkedIn has increased by a significant 36 percent.
“People are creating more content…People are consuming more of it,” said Matt Derella, VP of LinkedIn’s marketing solutions. “Folks on our platform who have the most credibility around topics that really matter to people are leaning into it, and that’s opening up the opportunity for us now to work with creators in a way that can help them not only drive reach, but build their business.”
Though unknown to many, the stage has been set for some time. In fact, LinkedIn’s owner created its first influencer program more than ten years ago. Back in 2021, it added a “creator mode” for analytics and sharing. Last May the platform expanded its in-stream video ads program, allowing an option for ads to be placed next to influencer content.
Correspondingly, LinkedIn has begun making their foray into launching original shows, diving in with five original series like “Catalyst”, where business figures discuss their challenges and successes. Others include well known names like Sprinkles baked goods founder, Candace Nelson, and fashion designer Rebecca Minkoff.
It’s clear that LinkedIn wants their piece of the content creator pie, as well as the ad revenue that’s sure to accompany it. The combination creates more opportunities for LinkedIn members to turn their stories into video content, and for marketers to promote their brands where they align with LinkedInfluencers. Read the full story here.