How to Master B2B Influencer Marketing on LinkedIn

[Dimaeiya333]

When we talk about influencer marketing, we spontaneously think of Instagram, Youtube or TikTok, but rarely of LinkedIn. However, the professional network should not be left out of your influencer marketing campaigns in 2022. More and more players, especially in the B2B sector, are using this social network to launch their influencer projects because it offers many advantages that are not necessarily found anywhere else. We explain why!


LinkedIn in numbers
LinkedIn has nearly 800 million members worldwide . Of these, 40 million are decision-makers. Here is a breakdown of users by country, as of the end of 2021:

In France , LinkedIn has more than 23 million members , of which an estimated 11.5 million are monthly active members. This makes the Microsoft-owned social network the sixth largest social network in France;
In Spain , the platform had 15 million users , equivalent to 32% of the population;
In the United States , there are 188.4 million members as of December 2021 , equivalent to 56% of the population, with an overrepresentation of the 25-34 age group;
In Germany , LinkedIn has 12.9 million members, of which 7.2 million are between 25 and 34 years old.
The professional network has an average engagement rate of 2.61% canadian cfo email database for its pages in 2021. This puts it in a good position compared to competing networks, as Facebook only has 0.26% and Twitter is even lower, with only 0.05% average engagement rate in 2021.

Even if we don't spontaneously think of LinkedIn when we talk about influencer marketing, the network can nevertheless push B2B decision-makers to make a purchase: 45.6% of them have discovered content that led to a purchase on LinkedIn (source: Siecledigital.fr) ! In recent years, the professional network has continued to evolve into a true social network with many features that make it as attractive as its peers. You may therefore not want to leave it out of your next campaign .

Attractive collaboration formats on LinkedIn
LinkedIn offers different types of formats that will allow you to launch different and inspiring influencer marketing campaigns. Among the different formats offered by the social network, we can think of webinars, live events or – the latest – audio events! Let's take a look at these different formats:

Webinars
With the current pandemic, more than ever, we are all looking for ways to connect with others remotely to limit risks. Webinars are a great opportunity to spread messages , connect with communities , or even host virtual events remotely .