Why LinkedIn matters more than ever

LinkedIn has long been a core channel for B2B tech brands. Personally, I remember it coming to Europe in 2008, where it described itself as “relatively dormant”. Since then it’s been anything but; having grown year on year, its relevance has only increased among the business community, despite the advent of other channels coming and going.

What’s changed over the past year is how often it’s coming up as a key priority for executive leadership and why. Across almost every new brief, review, or retained conversation, we’re being asked the same thing: “Can you help our execs be seen on LinkedIn?” Not for vanity (you’ll be glad to hear) but for thought leadership, audience reach, and yes, leads.

A key reason for this prioritisation could be a response to the surge in AI-generated content on the platform. This has created even more demand from users to hear directly from leaders, as opposed to clicking through another generic post.

Founders, CEOs and senior leaders are seeing something very tangible: thoughtful, consistent executive content is driving inbound conversations – with buyers, partners, investors and journalists alike. In many cases, LinkedIn is outperforming other paid channels and social activity.

The data backs this up:

• LinkedIn accounts for around 80% of B2B social media leads, making it the dominant platform for demand generation
  
• B2B marketers consistently rate LinkedIn as the most effective social channel for lead quality, not just volume
  
• With over 1 billion professionals globally, the audience is both large and commercially relevant

What we’re seeing anecdotally is that LinkedIn has become the place where credibility is built directly among targeted audiences and networks. Decision-makers are following people, not necessarily brands. As the age old adage goes, people buy from people. And if they are front of mind it’s an opportunity for a conversation. 

Audiences respond to opinion and experience, especially when it comes directly from those running and shaping the business. Founders are the individuals that should be articulating their brand’s story incredibly well – without selling it.

For tech PR and comms teams, this shifts the role of LinkedIn from ‘supporting channel’ to an instrumental part of your strategy. Executive visibility now sits alongside media relations, thought leadership and campaigns.

LinkedIn hasn’t suddenly become important overnight, but it really does seem to be building momentum in terms of impact if used well.

Want to discuss with the team? Get in touch today.