How LinkedIn became a breakout platform for content creators – Marketing Brew

“LinkedInfluencer” isn’t an official term at LinkedIn HQ, but that could soon change. The Microsoft-owned networking platform created its first influencer program more than a decade ago, but, as video content has become more popular in recent years, its potential as a creator platform has only grown. In 2021, LinkedIn added a “creator mode” for analytics and sharing, and in May, it expanded its in-stream video ad program to include the option to place ads against influencer content. At the same time, it launched original shows from known business figures like fashion designer Rebecca Minkoff and Sprinkles bakery founder Candace Nelson. Even before the expansion, video consumption on LinkedIn was growing. In its latest earnings report, Microsoft reported that time spent watching videos on LinkedIn increased 36%, and the platform’s total revenue increased 7%. “People are creating more content…People are consuming more of it,” Matt Derella, VP of LinkedIn marketing solutions, told us. “Folks on our platform who have the most credibility around topics that really matter to people are leaning into it, and that’s opening up the opportunity for us now to work with creators in a way that can help them not only drive reach, but build their
Read More