LinkedIn Aims to Broaden Influence in Creator Sphere

Have you been noticing an increase in high-quality video content on LinkedIn lately? That's intentional, and more is on the way.

LinkedIn recently announced it intends to roll out a set of five brand-new original video series featuring business-centric influencers. Among these are Steven Bartlett of 'The Diary of a CEO' podcast fame, fashion expert and 'Real Housewives of New York' personality Rebecca Minkoff, and entrepreneur Candace Nelson, the mind behind Sprinkles Cupcakes and Pizzana.

This strategic move by LinkedIn comes as various technology platforms like Spotify and YouTube compete to attract top-tier content creators.

Davang Shah, LinkedIn's Marketing VP, shared with Business Insider that the initiative marks part of the company’s renewed video emphasis. The platform has already seen a 36% increase in video views compared to the previous year, with video output doubling the pace of other types of content.

The topics covered by the new video series will range from female-led business initiatives, insights from top executives, to advancements in artificial intelligence. Joining the roster are Shelley Zalis, who founded The Female Quotient, Guy Raz from the 'How I Built This' podcast, and esteemed author Bernard Marr.

LinkedIn is also planning to introduce additional shows from more creators, though the intention is to carefully vet these choices for now.

The expansion marks a transformation of LinkedIn’s previous Wire Program, now known as BrandLink. Initially partnered with established news outlets like The Wall Street Journal and Reuters, new publishers like The Washington Post and Adweek are being integrated this year.

The shift towards content creators underscores the growing role of influencers in social networks, particularly concerning news topics. Where LinkedIn was traditionally a platform for self-promotion among job hunters, it has evolved into a hub where professionals, including CEOs and marketers, share and discuss trending industry news.

Under the BrandLink initiative, content creators and publishers can earn revenue through ads preceding their video content, which appear as users scroll. Similar to YouTube, these advertisements can be skipped after a short period. Advertisers can select specific shows for their ads using LinkedIn’s user data to target specific audience segments, pricing these placements through an ad auction format.

Typically, LinkedIn retains 50% of the ad income through the BrandLink program, as noted by a publishing executive. Although details of the revenue-sharing model weren't disclosed, it was confirmed that creators maintain the rights to their content and are able to share it on other platforms post-LinkedIn initial posting.

Why Advertisers Find LinkedIn's Audience Appealing

LinkedIn has made efforts to engage creators for a long time. In 2012, they introduced the Influencers initiative, aiming to bring notable business figures like Bill Gates and Richard Branson onboard. Their strategy has become more pronounced in recent years as they provide tools for both famous and everyday creators to increase their visibility and followership. Creators have reported considerable engagement from utilizing the vertical video format akin to TikTok's.

According to Shah, content known for its trustworthiness and genuineness tends to attract advertisers seeking to build genuine connections, leading to meaningful discussions and eventual business agreements.

LinkedIn anticipates that increased user interaction will enhance its advertising revenue, which eMarketer estimates could reach $8.06 billion by 2025, achieving a growth rate of 12.4% year over year.

YouTube and TikTok, with already substantial pools of business and finance-related content, serve as formidable competitors to LinkedIn's aims in video content expansion. YouTube, especially, is a go-to for podcasts, including the popular 'Diary of a CEO.'

Brendan Gahan, leading Creator Authority—an influencer marketing firm centered on LinkedIn—claims the platform’s edge lies in its wide user base exceeding one billion, robust ad capabilities, and a brand-friendly environment. LinkedIn's professional and high-net-worth community stands out, offering a unique space for executives and decision-makers.

“This is the primary platform where decision-makers spend substantial time,” Gahan asserts, pointing out that this distinguishes LinkedIn from others.

As LinkedIn prioritizes video, Nick Cicero, of Mondo Metrics, advocates for a focus on meaningful content rather than sheer numbers.

"LinkedIn must prioritize valuable and relevant content to align with its professional purpose, avoiding low-quality content that simply aims to incite engagement," Cicero emphasized. "The goal is not massive viewership but rather reaching a select group of influential decision-makers."