Written by Hoozu CEO, Natalie Giddings.
Perhaps somewhat overlooked in the Content Creator industry, LinkedIn is actually the third most popular social media platform in Australia! It sits just behind YouTube and Facebook in terms of population reach. So why haven’t brands been making more use of it?
LinkedIn is particularly valuable for marketers looking to target professionals and business decision-makers, in a trusted environment. As a CEO, it is certainly in my top 3 social media apps. And I’m not alone; on average, Australian users spend about 11 minutes per day on LinkedIn. This is high for a professional platform, indicating strong engagement, particularly in networking and content consumption
Until recently, specific B2B Influencer Marketing tools were limited. But LinkedIn is filling that gap with new features like the Branded Content Tag, LinkedIn Live, Creator Mode and new experiments with TikTok style vertical video. Engagement on the platform has taken off and ripple effects are evident. Earlier this year, the first agency dedicated to LinkedIn Creators, Creator Authority launched in the US. No doubt with more to follow.
Below are a few key things marketers and influencers should be aware of when building their LinkedIn marketing strategy:
1. Target a High-Value, Professional Audience
LinkedIn stands out from other social platforms by attracting a highly educated and affluent user base. With 80% of users involved in business decision-making, LinkedIn offers a unique opportunity for brands to engage with professionals who hold significant purchasing power. Consider how best to speak to this audience through your LinkedIn content.
2. The Evolving Role of Video on LinkedIn
LinkedIn is currently trialling a new vertical video format, similar to that of TikTok, Instagram Reels, and YouTube Shorts. The videos auto-play silently as users scroll, a design meant to quickly grab attention and encourage interaction, such as likes, comments, and shares. This trial represents LinkedIn’s ongoing efforts to integrate modern content consumption trends while still catering to its professional audience.
3. Leverage LinkedIn’s Unique Creator Tools
Influencers and Marketers should familiarise themselves with LinkedIn’s unique tools, such as Creator Mode, LinkedIn Live, and the new vertical video feature. These tools are designed to enhance engagement with a professional audience. It is essential for Influencers and on Linkedin to understand how to use them effectively for brand partnerships and content creation.
4. Traditional “Influencers” and “Creators” Need to Be on LinkedIn
‘LinkedIn-fluencers’ are definitely a thing – individuals who have seized the potential of LinkedIn and grown a following through their professional content. But the platform also poses a huge opportunity for more traditional Influencers too: having an active LinkedIn presence allows them to connect with the key decision makers for the brands they’re keen to partner with. Influencers can leverage the platform to build their personal and professional brand and networking opportunities, share insights, and spark valuable conversations. A number of terrific Australian creators are now very active on LinkedIn. My favourite one to watch at the moment is Taz Zammit.
With its various new updates and strong popularity in Australia, LinkedIn is a platform both marketers and Influencers should absolutely be across. The platform offers you a chance to reach and engage with a totally different type of audience to any other social platform — professionals who are more interested in thought leadership than entertainment.
