Why LinkedIn collaborative posts are changing the game for influencer marketing?

LinkedIn has just made collaborative posts between multiple accounts possible. A seemingly minor technical option, but one that genuinely changes the game for B2B brands and for content creators.

What do collaborative posts actually change on LinkedIn?

Influencer marketing will no longer be confined to those three platforms. This option opens a particularly interesting opportunity for B2B brands, territory where LinkedIn has always had a natural head start. As an influence channel, LinkedIn is off the leash.

Why is this feature strategic for B2B brands?

For a B2B brand, the value of an influence channel isn't measured only in view count, but in the relevance of the audience reached. And that's precisely LinkedIn's strength: professional, qualified, precise audiences. A collaborative post between a brand and a creator recognized in their field can therefore have an outsized impact relative to its size.

What does this feature change for LinkedIn content creators?

As we like to say in Côte d'Ivoire: dear LinkedIn content creators, your moment has come. This move signals two pieces of good news, in my view. First, LinkedIn creators will be increasingly sought after by brands. Second, LinkedIn will likely push its creators even further, to stay competitive in the ongoing rivalry between social networks.

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