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LinkedIn’s unique value as a B2B marketing platform


LinkedIn is the platform that brings business people together. But as the platform grows, so does its potential to reach new audiences. It’s time to explore LinkedIn’s unique value as a B2B marketing platform.

LinkedIn’s own Marketing Solutions B2B Playbook page captures the underlying dynamic that gives the platform so much of its value for content creators to leverage. As LinkedIn itself puts it, their platform is the perfect place to “do business where business is done”. However, many other social media platforms offer content creators the opportunity to network with and recruit other content creators and professionals, while also promoting and promoting their own products.

So where exactly does LinkedIn’s unique value lie for B2B content creators and marketers?

LinkedIn was founded in 2002. It is an older platform than Facebook, which was founded in 2004. However, according to articles published by Buffer and Khoros, as of 2021, LinkedIn has about 260-300 million monthly active users, no small sum, it pales in comparison to the number of monthly active users flocking to the most popular social media platforms.

Facebook has in the order of 2.7 billion monthly active users, YouTube attracts in the order of 2.2 billion monthly active users, Instagram has between around 1-1.5 billion, while TikTok, which was only founded in 2016, is up extraordinary 1-2 billion is coming.

A huge audience offers enormous potential

There can be little doubt that such a massive audience offers tremendous potential value for savvy content creators looking to get their posts in front of their target audience. Compared to the billions of users that Facebook, Instagram, and YouTube boast, LinkedIn’s relatively meager 260 to 300 million monthly active users may seem like a pretty small fish in a very large pond. But LinkedIn’s smaller audience can be viewed in two contrasting ways.

The pessimistic outlook is that the platform is lagging behind other social networking sites. However, the more optimistic perspective and argument here is that LinkedIn’s comparatively smaller size and its explicit positioning as a network for people and organizations to do business on gives the platform a focus, B2B content creators to its advantage to be able to use.

There are also significant differences between the socioeconomic groups that make up LinkedIn’s core user base compared to other social media platforms, giving the platform unique strength as a B2B marketing channel.

There are at least two significant differences that give LinkedIn an advantage as a B2B marketing platform that content creators can capitalize on. The first difference is LinkedIn’s position in the market as a professional networking site. It is specifically for business. The second difference, related to the first, concerns the key demographics that make up the site’s user base.

Take, for example, the age and socioeconomic demographics that make up Facebook’s active users versus LinkedIn’s. According to Khoros, 86% of 18-29 year olds, 77% of 30-49 year olds, 51% of 50-65 year olds and 34% of over 65 year olds use Facebook.

Although Facebook’s user base is clearly geared towards younger demographics, older generations still make up a significant number of the platform’s monthly users as people seek to stay connected with loved ones in our digital age. A much smaller proportion of each age group use LinkedIn. 60% of 25-34 year olds use LinkedIn monthly, 21% of 18-24 year olds, 17% of 35-55 year olds and a tiny 3% of those 55+ use the platform. Still, it’s clear that LinkedIn tends to appeal to younger people in the same way that Facebook does, although the group that uses LinkedIn the most is a slightly different group of young professionals.

Know your demographics

Facebook has an even socioeconomic demographic distribution, with over 80% of people earning under $30,000, between $30,000 and $100,000, and over $100,000 using the platform. Obviously, Facebook enjoys great popularity and usage among people regardless of their income. However, the shares from the same brackets for LinkedIn are much lower, which is to be expected when the platform has 10x fewer monthly active users.

Useful insights can be drawn from the differences between the socioeconomic groups that make up LinkedIn’s user base and the comparatively universal audience that Facebook has conquered. Only 3.8% of members of households earning between $30,000 and $60,000 are monthly active LinkedIn users. That number rises to 49% of households making between $70,000 and $80,000, 50% of households making between $80,000 and $100,000, and 60% of households making over $100,000 per year.

Although LinkedIn’s user base is much smaller than Facebook, Instagram, and YouTube users, the platform is more populated with higher-income individuals and households.

Personal vs. professional

These other social media platforms were created and used for a mass audience. There’s something for everyone, and as a result, timelines can often be diluted with content that isn’t always relevant to a person’s needs or interests, despite the best efforts of the people programming their algorithms. These popular social media platforms were also created to serve as outlets for more personal than professional social networking.

As a result, content that explicitly focuses on promoting business, generating leads, and closing sales is often viewed with irritation by casual browsers and often fails to get through. Although LinkedIn has far fewer monthly active users than these platforms, in reality this can become its major asset as it offers content creators an ideal B2B marketing platform.

There are therefore two main factors that position LinkedIn as the leading platform for B2B marketing content creators. First, the platform’s ethos focuses on connecting professionals and business people. Platforms like Facebook and Instagram are commonly used by B2C companies to connect individuals with products, services and experiences. However, because these popular platforms encourage more personal and less commercial interactions, they are less well-suited for B2B content creators aiming to create new opportunities for professional collaboration and sales.

Second, these other platforms also have a lower concentration of influential businesspeople. That means it’s harder to get people’s attention on these platforms. With so much noise being generated by so many people constantly generating so much content, there is more competition for attention. As a result, it’s easier to get drowned out.

Fewer people use LinkedIn, which means it’s a less crowded space with a lot less noise. As such, the company’s intent to create a platform dedicated to professional networking has attracted a community of dedicated users who are serious about doing business with each other. This puts LinkedIn in an advantageous position as a B2B marketing platform. Many companies are concentrated in one place, and there is also a comparatively high concentration of wealthy and well-connected people on the platform. This is a boon for B2B content creators.

increase revenue

Businesses cannot survive without revenue, so it is not surprising that the social platform with a statistically high concentration of wealthy business people is emerging as the leading platform for B2B content creators and marketers. B2B developers can leverage the literal value embedded in the LinkedIn network to meet their needs – whether they need to find people with the skills their business needs to build their own products or find other companies who offer solutions that can help solve problems they cannot solve themselves.

Exactly how B2B developers will use their expertise to market their companies or find exactly what they are looking for is difficult to answer in a short article as the methods that work are likely to be company specific. unique situations. However, it is clear that LinkedIn has tremendous value for B2B content creators and marketers, who can use the platform to sustain and grow their business.

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