LinkedIn isn't just for B2B marketers. B2C brands from sectors such as automotive, hospitality, music, sports, and travel are investing in the platform. “LinkedIn is definitely moving in the direction of more direct B2C marketing,” said Jordan Schultz, vice president and head of social and digital creative at marketing agency Known.
B2C marketers are tailoring their messages to the platform. For example, a hotel chain might run ads encouraging employees to book rooms for company vacations, or a sports league selling suites might target executives in a particular city.
Marketers see it as Brand safe. That could work to their advantage in a contentious election year. The platform hasn't addressed election-related concerns like the spread of misinformation to the same extent as companies like Meta and TikTok. LinkedIn also does not allow political ads and allows users in the United States to choose whether to see political content in their feed. “As we enter another difficult election cycle, this may be an opportunity for brands to try B2C marketing in a safe way,” Schultz said.
Most of the time, its users remain professionals. Because a person's LinkedIn is tied to their livelihood, they are less likely to post inflammatory or inappropriate content. That doesn't mean LinkedIn is immune to problems related to user behavior. Some women have also received unwanted sexual messages and comments on the platform. Other users believe that people are used to ignoring professional boundaries and oversharing on her LinkedIn.
Many brands are attracted to the demographics of their user base. Millennials are expected to make up the largest portion of LinkedIn's user base (35.8%) this year. By comparison, Gen Z holds the number one spot across Snapchat, TikTok, and YouTube. According to a September 2023 Pew Research Center study, “U.S. adults with high levels of formal education are especially likely to use their LinkedIn.” And more than half (53%) earned more than $100,000, giving brands access to an audience they wouldn't easily find on other platforms.
And marketers believe this platform is effective. According to an August 2023 Hootsuite study, the majority of marketers (70%) believe LinkedIn is delivering a positive ROI for their organization. This puts LinkedIn in the top spot ahead of big rivals such as his Instagram (68%) and YouTube (52%).
