LinkedIn influencers have become an increasingly popular phenomenon on the professional networking platform. These are individuals who have managed to build large followings and establish themselves as thought leaders in their respective industries. But why do LinkedIn influencers exist in the first place? Here are some key reasons:
To Share Expertise
Many LinkedIn influencers are subject matter experts who want to share their knowledge with others. They may be published authors, academics, researchers, or experienced professionals who have unique insights to offer. Influencing gives them a way to distribute educational content to a targeted audience. It allows them to help others learn and stay up-to-date on industry topics.
To Build Their Personal Brand
Influencing serves as a personal branding play for many professionals. By consistently publishing high-quality content, they are able to enhance their reputation and authority around certain subjects. This can lead to career opportunities, speaking engagements, book deals, and other benefits that come with being perceived as an expert. Influencing allows them to control and shape how others view them in their field.
To Connect With Like-Minded Professionals
Publishing on LinkedIn enables influencers to engage with industry peers who have similar interests and experiences. They can network, share ideas, and potentially collaborate with other thought leaders. The ability to connect with relevant contacts is a major draw.
To Promote A Business or Service
Some influencers leverage their platform as a marketing channel for a business they own or service they offer. Sharing content allows them to subtly promote their company or offerings while providing value to their target audience. Influencing serves as a customer acquisition strategy.
To Build A Personal Media Brand
A subset of influencers see LinkedIn as a launchpad for building a personal media company and audience. The goal is to establish a well-known name that allows them to monetize their influence down the road via other channels like video, podcasts, paid subscriptions, and more. Influencing on LinkedIn provides the initial visibility needed to expand into other media platforms.
The Rise of LinkedIn Influencers
So what factors have enabled the rise of LinkedIn influencers over the past decade? Here are some key drivers:
LinkedIn’s Expanding User Base
LinkedIn’s user base has grown exponentially since its launch, reaching over 800 million members in 2021. This huge audience provides influencers access to a massive pool of potential followers. More users means more opportunities to build a network effect.
LinkedIn’s Content Promotion Tools
LinkedIn has developed sophisticated content promotion tools like LinkedIn Publishing, sponsored posts, and curated feeds. These tools help influencer content get discovered and shared widely across the platform. They make it easier to build an audience.
User Behavior Shifts Towards Thought Leadership Content
As more professionals use LinkedIn for industry insights, user behavior has shifted towards consuming thought leadership content vs. solely for recruitment. This powers the influencer model that provides such educational content.
The Rise of Personal Branding
There has been a cultural shift towards individuals building their own personal brands, especially among younger professionals. Influencing allows them to do this in a scalable way.
More Ways to Monetize Influence
Emerging platforms like Patreon, Substack, and Clubhouse have created new ways for influencers to monetize their audiences. These provide additional income streams.
Common Types of LinkedIn Influencers
LinkedIn influencers represent diverse professional backgrounds and areas of expertise. But several common archetypes tend to thrive on the platform:
Industry Experts
These are professionals with deep expertise in a certain function like marketing, sales, HR, Ops, etc. They focus on providing tactical, role-specific advice.
C-level Executives
Influencers may be Founders, CEOs, or senior leaders who share leadership lessons and business growth tips. They offer strategic management insights.
Investors & Venture Capitalists
VCs and angels share their insights on startups, fundraising, valuations, and other investment topics helpful for founders.
Academics & Researchers
Professors, scientists, authors, and other scholarly voices establish thought leadership on theoretical concepts and new studies.
Consultants
Consultants leverage influence to position their firm as industry experts on popular consulting topics like digital transformation, strategy, etc.
Career Coaches
These influencers provide guidance on resumes, interviewing, workplace advancement and other career-related matters.
Motivational Figures
Leadership gurus, professional speakers, and coaches use storytelling and inspirational themes to engage audiences.
| Influencer Type | Example Topics |
|---|---|
| Industry Experts | Digital marketing, cybersecurity, biotech research |
| C-level Executives | Entrepreneurship, leadership, product management |
| Investors & VCs | Startup funding, valuations, pitch decks |
| Academics & Researchers | Psychology, blockchain, space exploration |
| Consultants | Digital transformation, customer experience |
| Career Coaches | Job search tips, workplace skills, interview prep |
| Motivational Figures | Leadership, self-improvement, mindfulness |
How LinkedIn Influencers Build Their Audience
So how exactly do influencers amass large followings on LinkedIn? Here are some of the top tactics and best practices:
Consistent Publishing Cadence
Posting content frequently and consistently, typically 1-2x per day, is key. This keeps them top of mind and provides a steady stream of helpful insights for followers.
Personal Branding & Expert Positioning
Influencers carefully craft their profile to highlight expertise, thought leadership content, media appearances, and speaking experience. This establishes credibility.
Engagement With Followers
Replying to comments and messages shows care for their audience. This helps build rapport and loyalty with followers.
Use of LinkedInʼs Native Tools
Strategic use of content suggestions, hashtags, links, and rich media results in more post visibility on LinkedInʼs feed algorithms.
Promotion Beyond LinkedIn
Sharing LinkedIn content on Twitter and other networks helps expand reach and draw users back to their LinkedIn profile.
Networking With Other Influencers
Commenting on and sharing content from other industry influencers helps cross-promote one another to each otherʼs audiences.
Speaking At Events
Conference keynotes and speeches build credibility and drive website traffic, which converts to new LinkedIn followers.
Paid Advertising
Some influencers use LinkedInʼs advertising products to boost content reach and expose themselves to new audiences.
Key LinkedIn Influencer Metrics
LinkedIn provides influencers with valuable profile metrics to measure audience engagement and content performance. Key stats to track include:
Follower Count
The number of unique LinkedIn members who follow their posts. More followers mean higher content reach.
Post Impressions
The number of times their posts have been seen. This measures overall content exposure.
Post Reactions
How many likes, comments, and shares they are getting per post. This gauges audience engagement.
Content Views
How many followers click to and view the full post content. Shows content being read fully.
Content Shares
When others share their posts via native LinkedIn tools. This extends content reach virally.
Profile Views
How often their profile is being viewed. Helps benchmark interest and awareness.
Tracking these regularly provides helpful performance benchmarks to optimize content strategy.
LinkedIn Influencer Monetization Opportunities
A major incentive for building a large LinkedIn audience is the monetization potential it creates. Here are some of the money-making opportunities:
Sponsored Content Deals
Companies will pay influencers directly to create sponsored posts and articles that promote their brand or products.
Affiliate Commissions
Influencers earn commission when their followers purchase a product or service they promoted with an affiliate link.
Paid Speaking Engagements
Their personal brand and industry authority allows them to charge premium fees for speeches, webinars, and corporate training.
Ad Revenue From Owned Media
Monetizing video channels, podcasts, newsletters, and websites via ads and sponsorships.
Consulting & Advisory Fees
Influencers can charge high hourly consulting fees from the credibility and leads generated.
Equity Investments
Trading promotional work and advisory services to startups in exchange for an equity stake in the company.
Product Sales
Directly selling books, courses, tool subscriptions, and other products to their audience.
| Monetization Model | Revenue Range |
|---|---|
| Sponsored Content | $500 – $5,000+ per post |
| Affiliate Commissions | Up to 25% per sale |
| Paid Speaking | $1,000 – $50,000 per talk |
| Owned Media Revenue | $5,000 – $50,000+ per month |
| Consulting & Advisory | $50 – $500 per hour |
| Equity Investments | 1% – 10% business stake |
| Product Sales | $10 – $1,000+ per sale |
Criticisms of LinkedIn Influencers
Despite their popularity, LinkedIn influencers have faced some criticism:
Questionable Expertise
Some argue many influencers lack substantive expertise, despite their confident thought leader positioning.
Self-Promotion Focus
Much of the content seems geared towards shameless self-promotion vs. providing concrete value for audiences.
Over-Simplification Of Complex Topics
Nuanced issues may get dumbed down into easily digestible but misleading advice.
Inauthenticity And Exaggeration
Influencers are accused of presenting contrived personas vs. being truthful. Some may exaggerate accomplishments.
Out-Of-Touch Advice
Leadership insights from rich executives may not resonate with average professionals.
Quantity Over Quality
Frequent content quotas can prioritize clickbait headlines and short posts instead of research-backed ideas presented thoughtfully.
Gatekeeping And Elitism
The “follow me and get ahead” mentality places influencers as overlords rather than equal peers.
Best Practices For LinkedIn Influencers
For aspiring influencers looking to build credibility and trust, here are some best practices to follow:
Focus On Serving Your Audience
Create content that solves real problems and answers burning questions for your followers. Avoid self-promotion.
Be Transparent About Your Expertise And Intentions
Be upfront about your background, capabilities, and motivations for influencing. Don’t exaggerate credentials.
Foster Engagement and Dialogue
Use posts to spark thoughtful discussion vs. broadcast opinions. Engage respectfully with commenters.
Avoid Excessive Self-Promotion
Only occasionally post job openings, company news, or products for sale. Balance with value-driven insights.
Make Content Relatable And Actionable
Avoid fluffy motivational rants. Include tactical tips and examples followers can apply.
Stay Genuine And Consistent
Don’t put on a fake persona. Post content that aligns with your true passions and expertise.
Monitor And Respond To Feedback
Keep a pulse on follower comments and surveys. Adapt approach if needed.
The Future Of LinkedIn Influencers
Despite some criticism, LinkedIn influencer marketing is unlikely to disappear given its advantages for brands and publishers. However, we may see some shifts:
Greater Curation By LinkedIn
LinkedIn may vet and approve contributors more selectively based on expertise, or designate “verified experts” with badges. This would address credibility concerns.
Rise of Micro-Influencers
More niche professionals will build targeted followings under 100k vs. chasing broad appeal and Facebook-like followings above 1 million.
Better Influencer-Follower Engagement
More dialogue and community-building versus one-way broadcasting will be valued. Exclusive content for email subscribers could further strengthen loyalty.
More Authenticity And Transparency
Influencers may reveal more about their processes, struggles, and learning curves vs. affecting expertise. Vulnerability and humility will resonate.
Enhanced Metrics and Analytics
Influencers will become more data-driven with LinkedIn analytics, sharing benchmarks and key learnings – not just anecdotes.
Rise of Short-Form Video
More bite-sized video content under 60 seconds will prevail, catering to mobile users’ snippet viewing behavior. Stories features will get adopted.
Diversification to Other Platforms
Top voices will become multimedia brands vs. one-trick ponies, expanding into podcasts, YouTube, newsletters, and events.
Conclusion
While sometimes controversial, it’s clear that LinkedIn influencer marketing is now an established and enduring trend due to the platform’s unrivaled ability to connect B2B decision-makers. Influencers provide valuable industry insights, career advice, and thought leadership to professionals hungry to stay at the forefront. Rather than disappear, expect the space to mature with more niche experts providing tactical, actionable advice. Those who adapt and provide authentic value will continue to thrive and earn income leveraging the massive LinkedIn audience.
