Professional networking platform, LinkedIn recently launched a bid to compete with social media giants TikTok and Instagram in influencer marketing, according to CNBC.

Specifically, LinkedIn began allowing advertisers to promote posts from independent creators, introducing a new product called "Thought Leader ads."

Microsoft-owned LinkedIn aims to boost revenue growth by using its expansive user base, which surpassed 1 billion members in November. However, since 2022, LinkedIn has reported stagnant growth below 10%.

Why Influencer Marketing?

Traditionally dominated by consumer apps like TikTok and Instagram, influencer marketing has seen a surge in popularity, with brands using popular creators to endorse their products.

LinkedIn's venture into this market is perceived as a way to seize a profitable segment, providing a distinctive platform tailored for enterprises aiming at professional demographics.

While LinkedIn's share of the influencer marketing market is predicted to remain modest at 4%, equal to $4.5 billion in revenue, the company is banking on its differentiated approach to attract advertisers.

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What Are LinkedIn Thought Leader Ads

The launch of Thought Leader ads, enabling users to boost their posts with permission, signifies a notable stride towards democratizing influencer marketing on the platform. With a focus on brand safety and targeted advertising, LinkedIn believes it has an advantage over platforms like Twitter, which has faced criticism for handling hate speech.

The move aligns with LinkedIn's strength in providing first-party data, enabling advertisers to target specific professional audiences precisely.

It's expected that initial costs may be higher compared to other platforms. LinkedIn plans to counter this by looking at the value derived from the quality of leads and sales generated through its advertising.

Besides, as additional data becomes accessible to advertisers and uncertainties loom over TikTok's future in the US, LinkedIn sees a chance to establish itself in the fiercely competitive world of influencer marketing.

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