Linkedin is revamping its image, setting its eyes on the kind of virality made famous by TikTok. Once predominantly seen as the go-to platform for job seekers and serious professional networking, LinkedIm is now welcoming content creators with open arms. This shift reflects broader trends across social media as users increasingly desire engaging, shareable content. “Linkedin is no longer the buttoned-up network for job seeking; people and brands are now leading with more human messages to introduce themselves,” reflects Beatriz Torres, an experienced online publicist.
Another indicator of this transformation? The rise of what LinkedIm calls “creator mode” accounts, which have rocketed from 13 to 16 million globally over just the past year. Companies are focusing more on emotional connections and community-building rather than mere job listings. For example, users are sharing insights on corporate well-being, personal finance management, and sales strategies—topics far removed from the traditional resume pep talks.
Take María Begue, 28, who began her LinkedIm career by sharing daily recommendations aimed at helping her connections hone their personal brands. With catchy messages like “the resume is a thing of the past” and “write something on the internet every day,” she successfully grew her following to over 90,000 users. “Now I can make a living from this without needing to work another job,” she states—her income sourced from personalized advice and pre-recorded courses she offers on LinkedIm. Earnings vary significantly, fluctuated between $539 to $18,313 depending on the month.
Experts attribute this influx of innovative content creators to the entry of younger generations, accustomed to platforms like Instagram and TikTok, who are now settling professionally. According to Brendan Gahan, who specializes in LinkedIm marketing, this youthful engagement has been encouraged through new tools like live streams, vertical video formats, and even newsletters. These features have already gained substantial traction, tilting the balance of engagement.
The platform is also reporting significant growth numbers, with video views soaring by 45% just this year. Virginia Collera, who oversees LinkedIm's editorial section, mentioned the company is actively supporting creators through training sessions aimed at maximizing the platform’s built-in resources. “We also want CEOs to make practical moves on this platform,” she remarks, noting the increased involvement of decision-makers.
Interestingly, companies are increasingly eager to plant their flags on LinkedIm as it uniquely offers access to their targeted audience. Jorge Branger, who runs an agency specializing in LinkedIm influencers, points out, “Investment firms and companies like Oracle and Nvidia prefer LinkedIm—it’s where the business conversations happen.” He highlights the disparity between corporate spending on LinkedIm versus other social networks, noting how brand budgets are richer than ever. While companies previously offered around $1,077 per post, this number has surged, with some jumping to double this figure.
Branger explains this increased investment is vividly palpable within the B2B (business-to-business) marketing model, which has been gaining importance globally, with LinkedIm epitomizing this trend. According to Torres, the platform had been losing users but has rebound impressively with its user base surpassing the one billion mark, cementing its place alongside only Meta and TikTok.
"The number of posts has surged 41% between 2021 and 2023," Torres adds confidently, indicating widespread discussion has driven engagement up. An accompanying shift to LinkedIm’s algorithm now favors content creators more earnestly, rewarding genuine interactions rather than merely likes and views, as is often seen on TikTok.
Growing opportunities for copywriters can also be observed, thanks to the influx of influencers on the platform. For sensory-driven creators like Begue, the initial days of posting involved long hours crafting content. But with practice, she’s honed her process to manage her posts efficiently, now committing about 90 minutes to each submission.
The notion of instilling trust and authenticity remains at the forefront for content creation, with this avenue preferable to many because of the reduced presence of bots and viral misinformation, qualities often battled on other platforms. Begue urges those hesitant about experimenting with posting to take the plunge. “People are afraid of feeling judged, especially on a network with all their co-workers,” she points out. Yet, she emphasizes the potential rewards from visibility and marketability, something she deeply recognizes from her own experience.
Today’s LinkedIm is not just about job searching; it’s becoming increasingly about the complex art of storytelling and creating connections. Those who want to leap forward must adapt with the changing tides of social media. It’s evident LinkedIm has no plans to look back; it’s future is firmly rooted within the flourishing world of influencer-driven content creation.
