Creator Authority

There's a new crop of creator companies emerging. When we think of creator brands, we often think of Mr. Beast Feastables, Logan & KSI's Prime, and Michelle Phan's Ipsy often come to mind. But with LinkedIn, things are changing. Take Ruben Hassid, for example. He has built a following of nearly 400k on LinkedIn and, after reaching 100 million impressions in the last 18 months, created easygen, a software tool for writing LinkedIn posts. This was one of the topics covered in the "𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻: 𝗧𝗵𝗲 𝗦𝗹𝗲𝗲𝗽𝗶𝗻𝗴 𝗚𝗶𝗮𝗻𝘁 𝗼𝗳 𝗜𝗻𝗳𝗹𝘂𝗲𝗻𝗰𝗲𝗿 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴" panel at VidCon. Moderated by Jasmine Enberg, the panel included myself, Pete Cashmore, Ruben Hassid, and Jeremy Boissinot. Below are the other three big takeaways: 𝟭) 𝗗𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝗰𝗲𝘀 𝗕𝗲𝘁𝘄𝗲𝗲𝗻 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗜𝗻𝗳𝗹𝘂𝗲𝗻𝗰𝗲𝗿 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗩𝗦 𝗢𝘁𝗵𝗲𝗿 𝗣𝗹𝗮𝘁𝗳𝗼𝗿𝗺𝘀 Time in Market: LinkedIn is not like Instagram or TikTok where you'll make an impulse purchase. LinkedIn touts the 95-5 rule. Meaning 95% of potential B2B buyers are not ready to purchase immediately you need to be in market long-term to see an impact. Scale of Creators: There's significant 'influencer inflation' on other platforms. For instance, TikTok has an estimated 80K+ accounts with over 1 million subscribers, whereas a million subscribers on LinkedIn is rare. The reach of creators here isn’t the same. Followers Matter: TikTok disrupted traditional social media by prioritizing content discovery through an interest graph rather than a social graph. However, LinkedIn prioritizes your connections  - recent updates led to a 10% increase in people viewing posts. 𝟮) 𝗪𝗵𝘆 𝗜𝘀 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗜𝗻𝗳𝗹𝘂𝗲𝗻𝗰𝗲𝗿 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗛𝗮𝘃𝗶𝗻𝗴 𝗮 𝗠𝗼𝗺𝗲𝗻𝘁? LinkedIn's strategic investments in the creator ecosystem have paid off. In 2021, they heavily invested in Creator Mode, partner managers, and grant programs, leading to a 41% increase in public content sharing from 2021 to 2023. Additionally, LinkedIn has rolled out tools like the brand disclosure tool and Thought Leader Ads to support influencer marketing. 𝟯) 𝗜𝘀 𝗧𝗵𝗲𝗿𝗲 𝗮𝗻 𝗢𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝘆 𝗳𝗼𝗿 𝗕𝟮𝗖? The general consensus is that we will see more consumer marketing in the years to come, driven partly by the influx of Gen Z users. According to eMarketer, "Gen Z is using LinkedIn for more than just professional connections, sharing personal stories, entertainment, and news."  TLDR - The nascent LinkedIn influencer marketing ecosystem is poised to bring more advertisers to the platform. As we move forward, the question isn't whether LinkedIn will become a major player in influencer marketing, but rather how quickly it will happen. --- Enjoy this? ♻️ Repost it to your network & follow Brendan Gahan for more. Interested in LinkedIn Influencer Marketing? Reach out to us Creator Authority.

🌟 Exciting News 🌟 Proud to be featured on the Beacons 2024 Top Creator Agencies List Thanks Neal Jean, Jesse Zhang, Lancy Zhang and team :)

LinkedIn is partnering with publishers on a video revenue share model. LinkedIn officially launched a test phase of their 'Wire Program', allowing media companies to sell 3- to 15-second pre-roll ads on editorial videos. Here’s what you need to know: 𝗣𝗔𝗥𝗧𝗡𝗘𝗥𝗦 Barron’s, Bloomberg, Business Insider, Forbes, MarketWatch, NBCUniversal, Reuters, The Wall Street Journal, and Yahoo! Finance are participating, having signed on between last fall and April. 𝗥𝗘𝗩 𝗦𝗣𝗟𝗜𝗧 The initial alpha phase had a 50-50 revenue split and a fixed CPM of $50. Starting in July, the rev share remains, but pricing will shift to an auction model based on advertiser demand. 𝗔𝗖𝗖𝗘𝗦𝗦 Advertisers can access the auction via LinkedIn’s Campaign Manager platform after closing deals with publishers. This program includes Wire inventory and other sponsored content like single image and document ads. While this initial phase is focused on more established publishers, one can't help but wonder if it may be rolled out (if successful) to creators at some point. What do you think? Great coverage on this from Digiday's Kayleigh Barber (link in comments).

We are thrilled to announce that Natalie (Corporate Natalie) is joining our advisory board! She’s an incredible creator with a wealth of knowledge, experience, and insights. Best of all, she shares our excitement and optimism about LinkedIn's future as a platform for creators and brands alike. We’re excited for the future of this partnership (and platform)! Stay tuned… more announcements coming soon. If you're a creator or brand looking to collaborate, shoot us a message or email at info@creatorauthority.co

We're partnering with Favikon 🔥🔥🔥 Starting today brands looking to work with LinkedIn creators on Favikon’s platform will be referred to Creator Authority to develop and execute their campaigns. The partnership allows Favikon to refer brands to trusted experts in the space. We Creator Authority can service clients and support their strategic needs, while the Favikon team is able to focus on developing the best product possible. Jeremy Boissinot and his team have been incredible partners. We're excited to finally make the partnership ‘LinkedIn official’.

Games are coming to LinkedIn... Certainly there's precedent for this. The New York Times' generated an estimated $282.2 million in revenue last year from digital products such as NYT Games and NYT Cooking. In many ways there are parallels. We use LinkedIn and NYT to learn, read up on the news, and gain knowledge that may help us in our career and in life. But, what's your take? Do you want to be playing games here? https://lnkd.in/gBpSHpBU

What’s going on with B2B Influencers on LinkedIn? "𝘐𝘯𝘧𝘭𝘶𝘦𝘯𝘤𝘦𝘳 𝘮𝘢𝘳𝘬𝘦𝘵𝘪𝘯𝘨 𝘪𝘴 𝘦𝘷𝘰𝘭𝘷𝘪𝘯𝘨, 𝘪𝘵 𝘪𝘴𝘯’𝘵 𝘫𝘶𝘴𝘵 𝘴𝘦𝘭𝘭𝘪𝘯𝘨 𝘣𝘦𝘢𝘶𝘵𝘺 𝘱𝘳𝘰𝘥𝘶𝘤𝘵𝘴 𝘰𝘳 𝘩𝘺𝘱𝘦𝘳-𝘤𝘢𝘧𝘧𝘦𝘪𝘯𝘢𝘵𝘦𝘥 𝘱𝘳𝘦-𝘸𝘰𝘳𝘬 𝘰𝘶𝘵 𝘴𝘶𝘱𝘱𝘭𝘦𝘮𝘦𝘯𝘵𝘴 𝘢𝘯𝘺𝘮𝘰𝘳𝘦. 𝘈𝘴 𝘺𝘰𝘶 𝘮𝘢𝘺 𝘩𝘢𝘷𝘦 𝘴𝘦𝘦𝘯 𝘰𝘯 𝘓𝘪𝘯𝘬𝘦𝘥𝘐𝘯 𝘰𝘳 𝘧𝘳𝘰𝘮 𝘸𝘰𝘳𝘬𝘱𝘭𝘢𝘤𝘦-𝘵𝘩𝘦𝘮𝘦𝘥 𝘛𝘪𝘬𝘛𝘰𝘬𝘴, 𝘉2𝘉 𝘪𝘯𝘧𝘭𝘶𝘦𝘯𝘤𝘦𝘳𝘴 (𝘉𝘪𝘯𝘧𝘭𝘶𝘦𝘯𝘤𝘦𝘳𝘴?) 𝘢𝘳𝘦 𝘣𝘦𝘤𝘰𝘮𝘪𝘯𝘨 𝘢 𝘵𝘩𝘪𝘯𝘨 𝘮𝘶𝘤𝘩 𝘵𝘰 𝘮𝘺 𝘤𝘩𝘢𝘨𝘳𝘪𝘯." We spoke with the ad industry's favorite meme page turned newsletter, Drip Sequence, about the rise of influencer marketing on LinkedIn. Since 2021 LinkedIn has invested heavily in the creator community. They launched creator mode, the creator accelerator program, and hired talent managers. That investment has paid off: ⚙️ 24% YOY increase in public content shared ⚙️ 156k+ newsletters have launched Now, LinkedIn is capitalizing on that investment in the creator/influencer community. "𝘗𝘳𝘦𝘷𝘪𝘰𝘶𝘴𝘭𝘺, 𝘤𝘳𝘦𝘢𝘵𝘰𝘳𝘴 𝘤𝘰𝘶𝘭𝘥 𝘶𝘴𝘦 𝘵𝘩𝘦𝘪𝘳 𝘢𝘶𝘥𝘪𝘦𝘯𝘤𝘦 𝘵𝘰 𝘱𝘳𝘰𝘮𝘰𝘵𝘦 𝘵𝘩𝘦𝘮𝘴𝘦𝘭𝘷𝘦𝘴, 𝘵𝘩𝘦𝘪𝘳 𝘰𝘸𝘯 𝘤𝘰𝘮𝘱𝘢𝘯𝘺, 𝘰𝘳 𝘶𝘴𝘦 𝘵𝘩𝘦𝘪𝘳 𝘪𝘯𝘧𝘭𝘶𝘦𝘯𝘤𝘦 𝘵𝘰 𝘯𝘦𝘨𝘰𝘵𝘪𝘢𝘵𝘦 𝘢 𝘣𝘦𝘵𝘵𝘦𝘳 𝘫𝘰𝘣 𝘰𝘧𝘧𝘦𝘳. 𝘉𝘶𝘵 𝘵𝘩𝘦𝘺 𝘭𝘢𝘤𝘬𝘦𝘥 𝘢 𝘸𝘢𝘺 𝘵𝘰 𝘥𝘪𝘳𝘦𝘤𝘵𝘭𝘺 𝘮𝘰𝘯𝘦𝘵𝘪��𝘦 𝘵𝘩𝘦𝘪𝘳 𝘤𝘰𝘯𝘵𝘦𝘯𝘵. 𝘕𝘰𝘸, 𝘓𝘪𝘯𝘬𝘦𝘥𝘐𝘯 𝘩𝘢𝘴 𝘵𝘢𝘬𝘦𝘯 𝘵𝘩𝘦 𝘯𝘦𝘹𝘵 𝘴𝘵𝘦𝘱 𝘪𝘯 𝘪𝘵𝘴 𝘦𝘷𝘰𝘭𝘶𝘵𝘪𝘰𝘯 𝘢𝘴 𝘢 𝘴𝘰𝘤𝘪𝘢𝘭 𝘱𝘭𝘢𝘵𝘧𝘰𝘳𝘮. 𝘐𝘵 𝘳𝘦𝘤𝘦𝘯𝘵𝘭𝘺 𝘳𝘦𝘭𝘦𝘢𝘴𝘦𝘥 𝘛𝘩𝘰𝘶𝘨𝘩𝘵 𝘓𝘦𝘢𝘥𝘦𝘳 𝘈𝘥𝘴 𝘧𝘰𝘳 𝘣𝘳𝘢𝘯𝘥𝘴, 𝘢𝘭𝘭𝘰𝘸𝘪𝘯𝘨 𝘤𝘰𝘮𝘱𝘢𝘯𝘪𝘦𝘴 𝘵𝘰 𝘴𝘱𝘰𝘯𝘴𝘰𝘳 𝘤𝘰𝘯𝘵𝘦𝘯𝘵 𝘧𝘳𝘰𝘮 𝘢𝘯𝘺 𝘓𝘪𝘯𝘬𝘦𝘥𝘐𝘯 𝘮𝘦𝘮𝘣𝘦𝘳, 𝘯𝘰𝘵 𝘫𝘶𝘴𝘵 𝘵𝘩𝘦𝘪𝘳 𝘰𝘸𝘯 𝘦𝘮𝘱𝘭𝘰𝘺𝘦𝘦𝘴." Check out the full article below! It maps out the evolution of LinkedIn and the future of influencer marketing on the platform. Link to the full article in the comments 👇👇👇

What is the future of LinkedIn influencer marketing? What is a LinkedIn influencer? What do creators charge? Who is a LinkedIn influencer? Our very own Brendan Gahan spoke with Entrepreneur's Editor In Chief Jason Feifer on the state of LinkedIn influencer marketing. The wide ranging conversation covers "what kind of money we're talking about, and how both influencers and brands can better use the platform." Listen to the full pod (link in comments) 👇👇👇

Who is up for more IRL meetups? Myself and James Creech, Avi Gandhi, and Phil Ranta are getting a crew together in Santa Monica next week. It will be a Creator Authority & Favikon collab. Favikon's founder and CEO Jeremy Boissinot is coming all the way from Paris and we thought it was a great excuse to bring folks together. If interested RSVP in the link below and we'll be sending out details on the location shortly.

LinkedIn's embrace of influencer marketing is transforming its platform and redefining its role in the industry. 👇👇👇