Why should your brand use LinkedIn?

For several years, social media was an attractive, even compulsory, avenue for marketing your brand. But each platform comes with its own cons these days. Facebook is hugely competitive for advertisers, Instagram isn’t “B2B enough”, Twitter seems to be in an odd state of flux and TikTok doesn’t really know what it is yet. So, the question for businesses wanting a social media presence is: where do professional brands go to promote good content? 

The answer, I say, is LinkedIn. This social media platform has been walking to a different beat, and it should be one of the first places you consider for social media exposure. 

Let’s unpack this.  

We could say that, while overall growth in these platforms has continued, so has dissatisfaction amongst its users and customers. In April this year, a New York Times op-ed stated that "The Future of Social Media Is a Lot Less Social," lamenting that many social media sites prioritise connecting people to brands rather than to other individuals.  

The audience seems to matter less to them than income, perhaps understandably so. 

But a decreasing focus on connecting people is problematic. Social media's appeal for brands is how it helps content use networking effects such as word of mouth and shares. You want to offer people something more substantial to build strong support for your brand and perhaps even sales funnels. 

Content is the gateway through which brands (businesses or individuals) resonate with people. A captivating column or insightful article can create meaningful interactions and sculpt a positive impression. Yet good content is only half the journey—you also need a place where people can find it, a place that people still trust and respect.  

Having successfully diversified its revenue streams to include subscribers and services such as learning courses, LinkedIn doesn't bombard visitors with clickbait to boost engagement for more ad views. It enables good content to thrive.  

LinkedIn's distinctly professional audience ensures a high calibre of contributors: skilled professionals who want to share their wisdom. LinkedIn's cachet and reputation among professionals provide a platform where you can talk about your brand and business, and you don't even need to be very popular to get a lot of views as its algorithms don't have a bias against smaller and less-followed accounts.  

LinkedIn is an anomaly in the social media market. It doesn't rely overwhelmingly on advertising content; thus, it can remain focussed on the user experience. Its communities are more supportive, and there are noticeably fewer trolls. People can find real value on the site, such as columns from top experts or gaining new skills through the learning courses. And LinkedIn has some excellent tools for creating newsletters or marketing online events.  

If anything, LinkedIn is a template of what social media should be.  

Of course, the same rules apply: you must be consistent and have some intent. But that may mean simply posting a column once a month. If you don't have the time or experience, that's where marketing agencies and copywriters come in.  

Whatever your content plans, if you're eyeing social media marketing, consider starting with LinkedIn, more so if your aims are to secure authentic engagement with your brand’s content from the right audiences.

Photographer credit: Shantanu Kumar