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Biggest trends on LinkedIn

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Edvin Oklopcic

Biggest trends on LinkedIn

The world of Social Media continues to grow, including LinkedIn. This is due to certain trends and developments in the world of Social Media. In this blog I will take you into the world of LinkedIn and what the trends and developments are for this channel.


Increase in usage

In recent years, LinkedIn has been growing well, year after year. Also in 2020-2021 LinkedIn shows a strong growth in usage and it looks like this trend will also continue in 2022. In a survey by Ruigrok NetPanel it was published that there has been a 33% increase in the use of LinkedIn in the past year.

Of course, the corona crisis and the associated lockdowns have had quite an impact on LinkedIn's usage figures. This is because more people started using the digital tools to meet and connect with each other. It was therefore not very surprising for us when we saw these figures.


Automation tools emerge!

In 2020, they shot up like mushrooms: suddenly there were all kinds of different automation tools. You probably recognise it, people who send an invitation request to your message inbox with an automatic text. This is how these accounts want to connect with you. These tools shot up out of the ground and there was an incredibly high increase in accounts using them.


Influencer marketing on LinkedIn

Influencers are perhaps one of the most startling trends on LinkedIn at the moment. Simply put, an influencer on LinkedIn is someone who influences the (buying) behaviour of a specific target group. In 2019, we saw the first major influencer campaigns pass by on LinkedIn: from footballers subtly recommending plasters, Gary Vaynerchuk with a shoe campaign to influencers selling products that have nothing to do with their services. 

What we see in these campaigns is that there is still a big gap between the influencers and the brand. This creates an unprofessional look and this will not positively influence the campaign. Most followers of influencers also see that it's about advertising. If this happens too often or unnaturally, it will only cost the influencer followers and therefore their reach. And don't forget the risk of harm for the advertiser! 

However, an influencer campaign can also turn out well if there is a match between the person and the brand. Another must for a good campaign is to advertise in an original and authentic way. Do you take these two aspects into account? Then we definitely recommend influencer marketing!


Will there be a breakthrough of LinkedIn live?

LinkedIn live is now finally really live. Since mid 2019 companies and individuals can use the live video stream of the platform. This was the plan from the beginning, however, things went completely differently than planned. The service is only available to a few selected people. In addition, LinkedIn live currently only works with a number of external tools. What also does not help are the large differences in quality of these new livestreams. In short, it is still a mixed success. The big question is when the general public will be able to watch livestreams. The demand from members is there, the figures of livestreaming speak volumes, so now it's LinkedIn's turn!


Authentic content is key!

Many people and companies use LinkedIn as a platform to share content with their target audience. But what kind of content should you share to get engagement? Our tip is to make sure you are relevant, at the right time and in an authentic way. This applies to brands and to people. Content in which people, for example your employees, are put in the picture score higher.

Many people and companies use LinkedIn as a platform to share content with their target audience. But what kind of content should you share to get engagement? Our tip is to make sure you are relevant, at the right time and in an authentic way. This applies to brands and to people. Content in which people, for example your employees, are put in the picture score higher.

The most important trends for us have been discussed and explained. Still, we are very interested in your opinion about the developments on LinkedIn. Are you missing any trends or new developments? Let us know!