In recent years, the concept of a “LinkedIn influencer” has emerged. LinkedIn influencers are thought leaders and experts who create shareable content on LinkedIn that generates significant engagement. But are LinkedIn influencers truly influential? Do they drive real impact? Or are they simply overhyped personal brands?
The Rise of LinkedIn Influencers
The idea of influencers took off initially on visual social platforms like Instagram and YouTube. Social media stars amassed huge followings from creating viral, engaging content. Brands took notice and began partnering with influencers for sponsored content and endorsements.
Seeing this success, LinkedIn wanted a piece of the influencer marketing pie. LinkedIn launched its Influencer Program in 2014, inviting prominent executives, entrepreneurs, and thought leaders to share their expertise on the platform.
LinkedIn now has over 100,000 self-proclaimed influencers from a wide range of industries and professions. Top voices can have over 1 million followers. Brands are taking notice; 94% of B2B marketers say LinkedIn is the most effective channel for influencer marketing.
The LinkedIn Influencer Value Proposition
So what makes LinkedIn influencers potentially valuable? There are a few key factors:
- Niche professional expertise – LinkedIn influencers are thought leaders in their respective fields, from business luminaries like Richard Branson to leading AI experts like Andrew Ng.
- Targeted reach – LinkedIn provides access to a professional audience, not just a general social media audience. Influencers can reach exactly the decision-makers they want.
- Trust and credibility – Executives and professionals may be more likely to trust advice from an established expert on LinkedIn compared to a random Instagram personality.
- Sophisticated content – LinkedIn lends itself to long-form, substantive posts instead of quick selfies and snapshots.
For brands, LinkedIn influencers offer an opportunity to associate themselves with authoritative voices and tap into new networks of engaged professionals. It’s a disruptive new take on old-fashioned industry expertise and thought leadership.
Measuring LinkedIn Influencer Impact
Followers and engagement are simple metrics, but do they equal true influence? Many argue that real impact goes beyond vanity metrics.
Here are a few ways experts suggest assessing LinkedIn influencer impact:
| Metric | Description |
|---|---|
| Content quality | Insightful, original perspectives indicate real thought leadership |
| Shares | Articles spread by the network signal impact |
| Comments | Meaningful discussion and feedback show engagement |
| Earned media | Press mentions, interviews suggest widespread attention |
| Business outcomes | Website traffic, sales, recruitment are the real ROI |
While raw follower numbers are easy to measure, this multi-faceted analysis requires a deeper look at how content spreads and converts.
Case Studies: Do LinkedIn Influencers Drive Real Impact?
Richard Branson
Virgin Group founder Richard Branson is one of LinkedIn’s highest-profile influencers with over 14 million followers. His posts generate thousands of likes and shares. But is the hype just because of his celebrity status?
A closer look shows many of Branson’s posts drive massive traffic. One article about leadership qualities led 130,000 people to the Virgin website. Another post drove over 80,000 people to a Virgin recruitment page. The viral reach of his content spreads key messaging for Virgin brands across the web.
Sophia Amoruso
Sophia Amoruso, founder and CEO of Girlboss, is a LinkedIn Power Profile with over 800,000 followers. Her posts blend personal stories with business insights.
One study analyzed Amoruso’s first 100 LinkedIn articles. The top post, about burnout, drove over 7,600 clicks to the Girlboss site. Another article generated over 4,000 clicks. The content resulted in a 26% increase in Girlboss web traffic overall.
Bernard Marr
Bernard Marr is a bestselling business author and keynote speaker focused on data, AI, and performance management. His varied topics resonate with the LinkedIn audience, driving impressive engagement.
One analysis found Marr’s articles averaged 5,800 reactions and 100 comments each. The content generated a total of 390,000 post clicks over 12 months, along with new consulting clients and speaking opportunities.
Key Takeaways: What Makes a LinkedIn Influencer Impactful
The case studies reveal a few best practices for maximizing impact as a LinkedIn influencer:
- Post consistently – Volume and cadence help build an audience.
- Provide varied, practical advice – Broad appeal drives more shares.
- Leverage hashtags – Insert relevant hashtags to get discovered.
- Utilize rich media – Photos, videos, slides, etc. boost engagement.
- Promote external assets – Link to owned properties like websites and blogs.
- Spark discussion – Ask questions and respond to comments.
The Future of LinkedIn Influencers
LinkedIn influencer marketing is still a relatively new, evolving arena. Some key trends to watch:
- More brand partnerships – Companies will invest more in working with LinkedIn influencers.
- Cross-platform leveraging – Influencers will share LinkedIn content across their other social channels.
- Behind-the-scenes content – There will be a desire for more authentic, “day in the life” kind of insider access.
- Live video – Streaming video offers an engaging, conversational format for experts.
LinkedIn influencers have opportunities to provide real value. But the title itself doesn’t drive impact. True thought leadership comes from consistently creating content that moves metrics for brands and causes.
Conclusion
LinkedIn influencers can certainly drive real impact, but not at the scale of influencers on platforms like Instagram or YouTube. However, for B2B brands targeting professionals, LinkedIn influencers offer potential value as industry experts who create engaging, targeted content.
The key is for both influencers and brands to look beyond vanity metrics and focus on business outcomes. Views and likes are nice, but website traffic, leads, recruitment, and sales growth are what really matter. With strategic, high-quality content and promotion, LinkedIn influencers can move the needle where it counts.