LINKEDIN TO FURTHER CONSOLIDATE ITS REPUTATION AS THE ULTIMATE PLATFORM FOR PROFESSIONAL NETWORKING IN 2024

By The Malketeer

LinkedIn aims to reinforce its standing as the preeminent professional networking platform in 2024, as reported in Semrush’s ‘Social Media Trends Report 2024.’

A notable shift is anticipated, with an increase in B2B influencers and a departure from strictly industry-focused content towards a greater emphasis on storytelling and shareable user-generated content (UGC).

As an indispensable tool for businesses seeking to connect with professionals across diverse sectors, LinkedIn boasts a user base numbering in the millions. This extensive network renders it an invaluable resource for cultivating and nurturing B2B relationships.

CEOs As Master Storytellers

In recent times, the platform has veered towards more intimate storytelling, featuring ‘hero’ stories that resonate with users. A noteworthy trend has emerged, with company CEOs actively contributing content on LinkedIn.

According to Semrush’s projections, this trend is expected to persist into 2024, with B2B companies leveraging CEOs and other executives to assume a prominent role in social media communications. While some of this engagement may occur organically, companies are poised to proactively encourage thought leaders to establish a robust presence on the platform.

This strategic spotlight on key individuals aligns seamlessly with the growing emphasis on brand humanisation and authenticity. It also aims to foster direct engagement between top executives and potential business partners or clients.

Notably, the evolution of LinkedIn’s algorithm underscores a preference for creators with authority and credentials over TikTok or Instagram influencers. Semrush reiterates the significance of video content from industry leaders as a crucial element for success on the platform.

After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.

We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTT, DOOH, influencer marketing, retail, etc.

Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.

Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.  

Collaboration is key: partnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.

Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.

 

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