LinkedIn is becoming a bigger platform for creators.
The social platform for professionals is a growing tool for creators to build an audience and get brand deals. Creators like Gen Z public speaker Morgan Young, comedian London Lazerson and Jonathan Reid, founder of podcast firm Reidentify, are some of the biggest stars on LinkedIn. They’re using new tools like video and newsletters to create unique content that is different from Instagram, YouTube, and X.
Jamé Jackson Gadsden is a community manager at LinkedIn whose job is to help creators and users grow their followings based on what resonates with people. This includes identifying trends and sharing insights with creators to stay ahead of the curve.
ADWEEK spoke to Gadsden about how creators are using LinkedIn.
LinkedIn streaming
Video is a big area for LinkedIn.
Video content on LinkedIn generates 1.4 times more engagements than text content, Gadsden said. Video uploads to LinkedIn’s platform have increased 34% year-over-year through October.
Livestreaming is also growing. LinkedIn has had livestreaming tools since 2019 but the format’s popularity on TikTok, Instagram, and Amazon has caused creators to use LinkedIn live video more.
“Live takes the authenticity and immediacy of video to the next level by bringing people who share your work interests to engage in the natural flow of real-time conversation,” Gadsen said.
Creator and social strategist Jayde Powell is experimenting with video on LinkedIn and said that she’s seen high engagement on the platform compared to X, Instagram, and TikTok. A video about how she created a nail design using Canva‘s software racked up almost a half million impressions on LinkedIn.
“The other platforms couldn’t top that,” she said.
@jaydeipowell #linkedininfluencer #linkedincreators ♬ 1 Thing (Instrumental) – Amerie
Riding the newsletter wave
LinkedIn is pushing further into newsletters as a way for creators to build audiences. Gadsen said that LinkedIn newsletters are a vital way that creators share professional knowledge while building a community. In June, LinkedIn added the ability to design cover images and embed member profiles and pages directly into newsletters.
