In recent years, influencer marketing has become a popular strategy for brands looking to increase their reach and engagement on social media. While most influencer marketing efforts are focused on platforms like Instagram and YouTube, LinkedIn has also emerged as an effective platform for influencer partnerships.
Many prominent business figures, thought leaders, and professionals have managed to build large followings on LinkedIn. Some examples include Bill Gates, Richard Branson, and Arianna Huffington. These influencers frequently share content and insights relevant to their industry or area of expertise.
This raises an important question – do influencers actually get paid to post on LinkedIn? Or is the platform strictly used for organic sharing and engagement?
The Rising Popularity of Influencer Marketing on LinkedIn
While other social networks are still more predominant, influencer marketing on LinkedIn has been steadily rising over the past few years. In 2017, only 7% of marketers were using LinkedIn for influencer partnerships. By 2021, that number had risen to 26%.
Several factors make LinkedIn ideal for branded partnerships:
- LinkedIn has over 750 million users, providing access to a massive professional audience.
- 61 million senior-level influencers are active on the platform.
- Users are going to LinkedIn specifically for business-related content.
- Partnering with thought leaders allows brands to align themselves with industry expertise.
Additionally, LinkedIn launched their own influencer program in 2020. This provided brands with a standardized way to collaborate with creators directly through the LinkedIn platform.
Paid Partnership Options on LinkedIn
So how exactly can brands partner with and pay LinkedIn influencers? There are a few built-in options on the platform itself:
Sponsored Content
LinkedIn allows influencers to post sponsored content on their profile feeds. These posts will be labeled as “Promoted” and brands can work directly with creators to develop the messaging.
According to LinkedIn, sponsored content delivered by influencers generates 50% higher engagement than brand posted content.
Sponsored InMail
InMail allows LinkedIn members to send private messages to other users on the platform, even if they’re not connected. Brands can work with influencers to craft sponsored InMail messages promoting products, services, or events.
The influencer’s profile image and name are automatically included in the message, letting recipients know it’s coming from someone they likely follow or engage with.
Managed Influencer Campaigns
LinkedIn’s self-serve influencer marketing solution allows brands to discover, manage, and collaborate with creators directly on the platform. Campaign budgets, objectives, and performance tracking can all be managed in one place.
This gives brands a turnkey solution for launching influencer campaigns on LinkedIn, rather than handling the logistics independently.
Other Ways Influencers Monetize on LinkedIn
In addition to the above options, there are a few other techniques influencers use to monetize their following on LinkedIn:
Affiliate Links
Including affiliate links is a common way for influencers on other platforms to earn money from recommendations. Many LinkedIn influencers use the same strategy, linking to various products, services, or events and earning commissions when followers purchase through those links.
Paid Consulting Services
Thought leaders and industry experts may offer consulting, coaching, or other services to brands that want more in-depth or ongoing partnerships. While LinkedIn itself doesn’t offer these services, arrangements can be made directly between influencers and brands.
Paid Content Creation
Influencers will sometimes create written posts, articles, videos, or other content assets as a paid service for brands. These branded assets may be shared by the influencer on their own profile or by the brand on their LinkedIn company page.
Paid Speaking Engagements
Well-known authors, speakers, or industry personalities may charge fees for speaking engagements, corporate training, or appearances at conferences or company events. Again, these are negotiated directly between the influencer and the brand.
Examples of LinkedIn Influencers Paid Partnerships
To make this all more concrete, here are some real world examples of LinkedIn influencers partnering with brands:
Guy Kawasaki and Mercedes-Benz
Prominent Silicon Valley figure Guy Kawasaki partnered with Mercedes-Benz on an employee thought leadership campaign. As an influential voice in the tech space, Guy created branded content focused on innovation that aligned well with the Mercedes-Benz brand.
Jay Samit and Microsoft
Author and speaker Jay Samit collaborated with Microsoft on a LinkedIn employee advocacy campaign. Jay created multiple pieces of content for Microsoft that highlighted key products and initiatives.
Sophia Amoruso and Salesforce
Sophia Amoruso, founder of Girlboss, worked with Salesforce on an executive thought leadership campaign. Her posts focused on insights related to female entrepreneurship.
Randi Zuckerberg and Capital One
Randi Zuckerberg teamed up with Capital One as part of their Future Edge initiative. Her content aimed to inspire and empower millennial and Gen Z entrepreneurs.
Best Practices for Influencer Partnerships on LinkedIn
For brands looking to work with LinkedIn influencers, here are some best practices:
- Carefully vet potential partners to ensure their personal brand aligns with your values and positioning.
- Allow influencers freedom to create content in their own voice rather than sticking to rigid brand guidelines.
- Encourage influencers to disclose paid partnerships transparently to avoid coming across as inauthentic.
- Consider longer-term partnerships that go beyond a single sponsored post for greater impact.
- Leverage influencer content across both your owned and earned channels to maximize reach.
- Analyze performance diligently and aim to build relationships with influencers that drive consistent business results.
The Pros and Cons of Influencer Marketing on LinkedIn
As with any marketing strategy, there are both advantages and potential downsides to working with influencers on LinkedIn:
Pros:
- Influencers attract high engagement rates and can expose your brand to new audiences organically.
- Thought leadership and employee advocacy campaigns can improve brand credibility.
- InMail campaigns have high open rates compared to generic LinkedIn messaging.
- Producing quality content with influencers may help improve your organic search visibility.
- Partnering with respected industry voices enhances your brand’s reputation by association.
Cons:
- Influencers with followings in unrelated niches may be ineffective for your brand.
- Poor vetting can align your brand with an influencer who ends up embroiled in scandal or controversy.
- Inauthentic or overly promotional messaging may put off the normally professional LinkedIn audience.
- Measuring ROI can be difficult compared to paid advertising or organic content strategies.
- The costs of partnerships can add up, especially when engaging multiple influencers.
Frequently Asked Questions About LinkedIn Influencers
How much do LinkedIn influencers charge?
Pricing will vary dramatically based on the individual influencer’s reach, authority, and normal content production rates. Many influencers charge between $250 – $500 per Sponsored Content post. More substantial campaigns with multiple assets, emails, and posts may range from $5,000 – $15,000+.
What level of follower count is needed to become an influencer?
While there isn’t a definitive threshold, most LinkedIn influencers have follower counts in the tens of thousands at a minimum. Micro-influencers can still have impact in certain niches, but influencers with under 10,000 followers will find fewer paid partnership opportunities.
Do LinkedIn influencers need to disclose paid partnerships?
Legally, paid partnerships should have clear disclosures to avoid misleading followers. Many influencers include #sponsored or #ad in their posts. The FTC also requires clear communication within the content itself that the post is an advertorial collaboration.
What types of brands should use LinkedIn influencers?
Thought leadership-focused B2B brands typically derive the most value from LinkedIn influencer marketing. However, consumer brands aiming to reach professionals, business decision-makers, and affluent audiences can also achieve success.
How can I find LinkedIn influencers to work with?
LinkedIn now provides an influencer search feature allowing you to browse profiles by follower count, industry, location, skills, company size and more. You can also use third-party influencer discovery tools to identify potential partners.
Conclusion
Influencer marketing on LinkedIn offers a lucrative opportunity for both creatives and brands. By partnering with industry experts who align with your brand values, you can create compelling content that drives meaningful engagement.
While organic influencer reach has value, most creators are open to paid partnerships as well. Brands have options like Sponsored Content, InMail campaigns, and managed influencer programs that provide turnkey solutions.
As long as the partnerships are mutually beneficial and deliver true value to the influencer’s audience, it can be a win-win for both parties involved. But brands must also apply due diligence in vetting potential influencers before committing to any paid collaboration.