LinkedIn’s Ambitious Bet: Taking on TikTok and Instagram in Influencer Marketing

LinkedIn is entering the influencer marketing arena with its new product, Thought Leader ads, aiming to tap into the success seen on platforms like TikTok and Instagram. The initiative allows advertisers to amplify posts from users, including those with substantial followings, marking a strategic move for the company amidst single-digit revenue growth since 2022, despite reaching a membership milestone of over 1 billion users in November.

Historically, influencer marketing has been largely monopolized by consumer-oriented platforms, namely Meta’s Instagram and ByteDance’s TikTok, which have garnered the majority of social media marketing expenditure. In contrast, LinkedIn has faced challenges in establishing a substantial foothold in this lucrative market segment. Projections from eMarketer suggest that by 2026, LinkedIn is expected to command a mere 4% share of social media marketing revenue, indicating its struggle to compete against the dominant players in the field.

LinkedIn’s Thought Leader ads were initially introduced in a limited capacity, allowing brands to amplify posts from their own employees. However, the recent expansion now permits any user to boost a post with the author’s permission. This move opens up new opportunities for social media marketers, with some expressing optimism about the format’s potential, particularly in light of growing concerns about brand safety on other platforms like Twitter.

LinkedIn possesses a significant competitive advantage in its robust collection of first-party data, which facilitates highly targeted advertising campaigns tailored to specific audience segments. Leveraging information gleaned from members’ professional profiles and employment details, LinkedIn enables advertisers to pinpoint their messaging with exceptional precision. This capability has proven especially appealing to industries such as software, automotive, education, and finance, where reaching relevant decision-makers and professionals is paramount for campaign success.

Thought Leader ads on LinkedIn are designed to imbue brands in the business-to-business (B2B) realm with a more human touch, leveraging the inherent engagement potential of user-generated content. Despite potentially higher advertising costs on LinkedIn compared to platforms such as Instagram and TikTok, brands prioritize return on investment and the acquisition of valuable business leads. This shift underscores a growing recognition within the marketing community of the unique value proposition offered by LinkedIn’s professional networking environment, which fosters deeper connections and facilitates meaningful interactions between businesses and their target audiences.

Companies like project management software startup ClickUp have already been leveraging Thought Leader ads, recognizing the potential of influencer involvement to drive engagement and authenticity. However, building a diverse roster of creators may pose a challenge, as LinkedIn’s advertising system currently lacks an automated process for connecting media buyers with agencies.

Despite uncertainties surrounding platforms like TikTok, LinkedIn remains cautiously optimistic about its prospects in the influencer marketing landscape. The platform is set to provide advertisers with more data insights, allowing them to optimize their campaigns and evaluate the effectiveness of Thought Leader ads.In conclusion, LinkedIn’s foray into influencer marketing reflects a strategic shift to capitalize on the platform’s immense user base and unique positioning in the B2B landscape, offering new opportunities for brands to connect with audiences in a more authentic and engaging manner.