In contrast to platforms such as Instagram or TikTok, which are mainly focused on entertainment and lifestyle, LinkedIn focuses on professional networks and specialist content. This makes the platform particularly attractive for influencers who are active in specific industries and want to reach a professional audience. By being able to share professional articles, industry news and personal insights, influencers can emphasize their expertise and position themselves as thought leaders.
In addition, LinkedIn is not only used for professional networking and job searches, but also as a platform for events and exchanges with experts. Users can upload CVs and qualifications, find job vacancies, apply for jobs and get in touch with companies. Brands, brand ambassadors, corporations and companies also use the network as a communication channel to present services and products and connect with potential customers.
The first advertising collaborations on LinkedIn already took place in 2019. Céline Flores Willers, founder of Germany's leading agency for personal & corporate branding on LinkedIn, even claims to have placed the first advertising cooperation in the DACH region on LinkedIn. Her partners range from BMW to WMF to Fiverr - and there are now numerous other successful LinkedIn influencers.
Current studies show that LinkedIn is becoming increasingly important in influencer marketing. In the B2B sector in particular, companies are increasingly using the platform to spread their brand messages through influencers and thus achieve greater credibility and reach. An article by DMNews emphasizes that LinkedIn has unexpectedly become a key platform for influencers, especially with the introduction of short-form videos and algorithm adjustments that encourage engagement.
Video content is also becoming increasingly important on LinkedIn. The format of TikToks or reels and shorts is currently being increasingly pushed on LinkedIn, as short, concise videos achieve high engagement rates. Companies and influencers are increasingly using moving image content to communicate their messages effectively. LinkedIn introduced the Story feature in 2020, which allowed users to share short videos and images that disappear after 24 hours. However, this feature was discontinued in September 2021 . The reasons given by LinkedIn were that users prefer content that is permanently visible on their profile instead of disappearing after one day. Users also wanted more creative tools for creating videos.
While LinkedIn was initially used as a recruitment tool, it has since evolved into a social network with unique influencer types:
Industry experts: these influencers are true experts in their niche, bringing extensive experience and sharing their expertise and industry-relevant news with their followers.
Corporate influencers: Employees of a company who act as brand ambassadors. They are cost-efficient and offer authentic insights behind the scenes of a brand.
Thought leaders: Opinion leaders who convince with innovative ideas and progressive thinking and thus build up a large follower base.
Social Selling experts: These influencers know exactly how products can be advertised and sold via social media. They share their knowledge and give valuable tips on how to sell successfully.
Top voices: These influencers may also fall into other categories, but are recognized by LinkedIn itself as particularly relevant voices. The platform regularly creates country-specific lists of the most influential profiles.
Yes, LinkedIn is ideal for influencer marketing campaigns, especially for B2B brands and companies with complex products and services that require explanation. The platform enables a targeted approach to decision-makers and specialist audiences, which increases the efficiency of campaigns. In addition, sponsored content, LinkedIn ads and organic reach via specialist articles offer a wide range of opportunities for influencers to support companies in a targeted manner.
1️⃣ Exorbitantly more companies will collaborate with LinkedIn influencers. Influencers will not only be booked and remunerated for postings, but also as speakers.
2️⃣ Classic discount code campaigns like those on Instagram will not work on LinkedIn. Instead, paid posts must be integrated organically and authentically into the influencers' content.
3️⃣ Companies will increasingly commission agencies to professionally manage LinkedIn influencer campaigns - from goal setting to influencer selection and price negotiation to reporting.
Targeted approach: Thanks to detailed filter options, influencers can tailor their posts precisely to their target group and thus achieve greater relevance.
High credibility: Posts on LinkedIn enjoy a higher level of trustworthiness due to the professional context, which increases the impact of influencer campaigns
Diverse content formats: In addition to text posts, influencers can also share videos, presentations and articles to convey their messages in a variety of ways.
Efficient management in the IROIN® Influencer Marketing Suite: LinkedIn Creators can also be added to our software and managed in the portfolio and campaigns. Companies have the option of adding detailed information about influencers and analyzing their performance. This makes the planning and implementation of LinkedIn campaigns even more efficient and transparent.
LinkedIn has established itself as an important platform in influencer marketing, especially for professionals and companies in the B2B sector. The importance of LinkedIn for influencers is growing continuously, and with its professional orientation, the platform offers an ideal platform for targeted campaigns. The combination of a professional network, targeted approach and diverse content options enables influencers to share their expertise and effectively increase their reach. Developments show that 2024 will be a decisive year for the growth of the LinkedIn influencer market.
[1] https://about.linkedin.com/de-de(Last accessed on 05.03.2025)
[2] https://de.statista.com/themen/700/linkedin/#topicOverview (Last accessed on 05.03.2025)