Why is LinkedIn essential for marketers today?

LinkedIn for Marketers: Essential Today

Introduction

LinkedIn is widely regarded as the superior social network platform due to its unique features that offer broader applications for marketers on other social networks. This post explores why you should promote your content on LinkedIn and how its business and professional audience, clean ad inventory, and creative advertising formats can help you generate better ROI than any other platform.

1. Open-source software LinkedIn supports the exchange of knowledge.

LinkedIn significantly outperforms other platforms in terms of knowledge sharing, which is both widely used and increasingly in demand. Not just any social platform is showing a decrease in public sharing; LinkedIn in the spring of 2023 noted a 41% increase in content sharing compared to the same timeframe in 2021. The increase in sharing offers a unique window for brands, leaders, and influencers to create and captivate meaningful audiences.

Key Points:

Public Sharing Growth: More people are sharing content publicly, which is expanding the conversational ecosystem.

• Audience Engagement: With everyone embracing this trend, brands can use it to engage their audience and communicate useful information that is unnecessary.

2. The News-Oriented Viewer on LinkedIn

After Facebook and Twitter short-circuit their news operations, LinkedIn is going all-in on the news. For some, the platform also appears to be a news source. According to the Pew Research Centre, six-in-ten LinkedIn users get news on the site (older data). LinkedIn releases daily news by building up a large editorial team, which in turn attracts professional conversation.

Key Points:

Work news is often analytical and adds value to the discussion, making it enjoyable for professionals to read.

LinkedIn strives to curate content that is both newsworthy and of a high standard.

3. Brand-Safe Environment

LinkedIn offers a professional alternative to the toxic dialogues often found in social media interactions today. When people are with colleagues and superiors, they act more professional. This professionalism extends to interactions that are more significant and beneficial for your brand.

Key Points:

Professionalism: LinkedIn users are more likely to speak positively and professionally.

In the U.S., the average visit to LinkedIn lasts seven minutes and 52 seconds, a metric that suggests particularly strong user engagement.

4. Advanced Advertising Options

Much to the delight of marketers, LinkedIn has greatly upped its advertising game,  making it a more enticing option. Additionally, new ad formats, such as thought leader ads, will allow firms to promote posts from their executive team and will also help humanise their advertising strategies.

Key Points:

Innovative Ad Formats: LinkedIn formats, such as Thought Leader professionals, offer a new way of thinking for ad buyers.

Growing Ad Revenues: LinkedIn will represent 5.2% of US social ad revenue in 2024 as it becomes a standalone ad-supported social network.

Conclusion

For marketers, LinkedIn remains a must-use platform due to its level of professional content, news-centric environment (which is less prone to inflammatory content than other platforms), and advanced audience targeting. By capitalizing on these strengths, marketers can drive better engagement and ROI, which underscores the importance of LinkedIn in their overall digital marketing strategy.

References

• Smiley, Minda. There are 4 reasons why marketers should consider LinkedIn now, according to eMarketer in 2023.
• Pew Research Center. LinkedIn User News Consumption Stats 2023.
• SimilarWeb, “Time Spent on LinkedIn.” 2023.