How The Platform Is Changing
LinkedIn, the professional networking platform, has been known for its conservative approach to content. However, in the last three years, there has been a shift towards more personal and emotional posts. People are sharing their personal stories, admitting their vulnerabilities, and featuring emotional backstories. According to Dan Kelsall, co-founder of Manchester marketing firm Offended, the change is due to boredom with corporate marketing. Consumers are less and less trusting of big brands and are tired of boring marketing. As a result, businesses are becoming more informal and incorporating personal tales that engender trust. While LinkedIn has evolved from being the home of CVs, many users still treat it as a digital job interview.
As a director in the digital world myself, it’s essential to note that businesses need to engage their audience authentically. People are less interested in the hard-sell approach of corporate players and they prefer a more personalised approach. This trend is not just limited to LinkedIn, but it is also prevalent across all social media platforms. To be relatable to your audience, you need to speak their language and connect with them at an emotional level. If your audience can relate to your story, they are more likely to engage with your brand. Therefore, businesses need to embrace authenticity and incorporate personal stories into their marketing campaigns.
The Need For Balance
However, while it is essential to connect with your audience emotionally, there is a need for balance. Businesses need to strike a balance between being personal and being professional. There is a thin line between sharing personal stories and oversharing. Therefore, it’s essential to tread carefully when sharing personal stories on social media. It’s important to remember that you’re putting yourself out there for the world to see and it could affect your personal brand.
In conclusion, LinkedIn’s shift towards more personal and emotional posts is a reflection of the changing marketing landscape. Consumers are tired and they prefer a more personalised approach. Businesses that embrace authenticity and incorporate personal stories into their marketing campaigns are more likely to engage their audience. However, businesses need to strike a balance between being personal and being professional. While it is essential to connect with your audience emotionally, there is a need for balance and businesses need to tread carefully when sharing personal stories on social media.
