The Future of Influencer Marketing: Insights from Group RFZ’s Gary Zucker
- asrossow78
- Apr 16
- 1 min read
1. Why is LinkedIn emerging as a key platform for influencer marketing, and how can brands leverage it effectively ?
In the past 12-18 months, LinkedIn has evolved into one of the hottest video platforms for influencer marketing, especially for B2B. It really started taking hold after LinkedIn – drawing from the playbooks of apps like TikTok and Instagram – rolled out a dedicated video feed that serves up bite-sized videos that people can browse through. It also modified its algorithm to prioritize creator content, introduced new creator tools and improved analytics, making it a more appealing and effective platform for influencers, agencies and brands.
It's not hard to understand its growing appeal. LinkedIn users are professionals who are highly engaged and influential. Plus, in the throes of the pandemic, they became even more active and innovative on the platform.
With LinkedIn influencer marketing on the rise, we’re now seeing specialized agencies emerge, like Creator Authority, that focus specifically on LinkedIn campaigns. This trend is only going to grow, meaning brands that don’t get in the game risk falling behind. Marketers should start experimenting now by testing influencer partnerships, short-form video and organic engagement strategies to see what resonates. By figuring out what works and what doesn’t, brands will at least have baseline data to help them future campaigns for LinkedIn.
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