LinkedIn is going to be the next big frontier for content creation and here are three reasons why it will happen.
Reason #1: Microsoft's Strategic Content Investment
Content has always been gold but especially in the age of AI, content is the biggest moat a company can have and Microsoft is eyeing LinkedIn as that place to generate as much user-generated content as possible. As a move towards this, LinkedIn just hired Sam Sisi who used to head content strategy for TikTok and then led the spotlight product and now he's at LinkedIn leading creator stuff.
This is an indication of things to come. When a platform hires someone who built TikTok's content strategy, they're signaling serious intent to compete in the creator economy.
Understanding LinkedIn content strategy and how to leverage the LinkedIn algorithm will become increasingly critical as the platform invests in creator tools and distribution.
Reason #2: Answer Engine Optimization and AI Search
LinkedIn is the third most cited source for Google's AI mode and also all other AI engines. Google has slowly been shifting towards using long-tail content for search results because it's been outperforming most of branded content.
This means that you're going to see an increasing presence on LinkedIn for companies and people so that they show up in the answer engine optimization mode or the generative engine optimization mode which is like the SEO 2.0 that's playing out right now. This trend is very indicative of where the content growth will be coming from over the next couple years and I won't be surprised if LinkedIn actually displaces X as the second most cited source on AI mode.
Building strong personal brands on LinkedIn and establishing thought leadership positions you to capture this AI search traffic as answer engines prioritize LinkedIn's professional content in their results.
Reason #3: B2B Lead Generation and Strong Intent
LinkedIn is increasingly the most trusted source to generate leads for B2B. Even for D2C they're seeing a good ROI by being present on LinkedIn so we are going to see more and more of this which also means that more influencer marketing dollars are going to be deployed on LinkedIn.
I believe that the next explosive growth for influencers is going to come from LinkedIn. People are much more purposeful and have strong intent when they're on LinkedIn. Combining the propensity to pay with strong intent is some of the best things that brands could ask for from a platform.
Understanding how to grow strategically on LinkedIn positions you to capture this wave of influencer marketing investment and B2B opportunities.
What This Means for Creators and Companies
So to sum it up, LinkedIn's commitment to strong content, the deployment of influencer marketing dollars on LinkedIn and Google and other answer engines commitment to use long-tail answers in their search results and hence LinkedIn surfacing in the search results. All of these is going to propel LinkedIn as one of the top content platforms.
The convergence of these three trends creates a massive opportunity for creators, founders, and companies who establish presence on LinkedIn now. As the platform invests in creator tools, as AI search increasingly surfaces LinkedIn content, and as B2B marketing budgets shift to LinkedIn, early movers will capture disproportionate value.
Getting Started on LinkedIn
At FinalLayer, we're helping professionals and founders build their LinkedIn presence strategically to capture this opportunity. We've already helped 10,000+ users grow their visibility and engagement on the platform as it evolves into the next major content frontier.
The best time to establish your LinkedIn presence was five years ago. The second best time is now, before the platform becomes as saturated as other content platforms.
If you're building your LinkedIn content strategy and want to discuss approaches with other creators and founders, join our founder's Slack community where we share insights about LinkedIn growth, content strategies, and platform trends in the Founder Resources tab.
