The LinkedIn Creators Program kicks off, what could it mean for brands?


The recently launched 10-week Creator Accelerator program will provide 200 shortlisted individuals with additional resources and guidance from LinkedIn mentors.

Most would remember joining LinkedIn to look for a job or when they started their first job. But the definition of global professional networking site has evolved, and it has come to mean more than that for Indian employers, employees and businesses, over the years.

So what sets it apart from other social media platforms influencers use today? Ahmed Aftab Naqvi, CEO and co-founder of GOZOOP, says LinkedIn’s organic reach is three times that of other platforms.

“It’s extremely encouraging for creators. Unlike other social media channels, LinkedIn content is knowledge-driven, based on a creator’s real-life experiences, and has the potential to add value to people’s lives,” said Naqvi to the afaqs!.

Ahmed Aftab Naqvi, GOZOOP

LinkedIn which supports multiple formats such as short form content, images, gifs, carousels, videos, audio, etc. is probably one of the few platforms where long form content is always appreciated .

For Pooja Chhabria, Head of Creator Management APAC, LinkedIn, “Creating on LinkedIn is about being committed to building active communities, fostering connections, and sparking meaningful conversations. of 88 million members in India can be a creator on our platform, as long as they have a story to tell and a passion for building communities through the content they create.

The Creator Accelerator Program

LinkedIn recently shortlisted 200 people for the first intake of its Creator Accelerator program in India. These creators will have access to a 10-week incubator program, plus additional resources and guidance from LinkedIn mentors to help them grow their communities and create content on the platform.

Sumanto Chattopadhyay, President and CCO, 82.5 Communications, who is one of the main creators of LinkedIn, mentions that he became one by accident.

Chattopadhyay is known on social media as The English Walnut. He is passionate about the English language and allergic to grammatical errors. The advertiser provides tips for avoiding misuse and mispronunciation of English words, as part of his video series.

Sumanto Chattopadhyay, 82.5 Communications

Sumanto Chattopadhyay, 82.5 Communications

“I started The English Walnut on the usual social media channels like YouTube, Instagram and Facebook. But one of my videos had a great response on LinkedIn. The English Walnut the content may not be the typical content on the platform, but because it was getting a good response, I kept posting it,” Chattopadhyay shares.

On LinkedIn, creators have access to trending topics and content creation assistance. They can also bring their message to the attention of the platform. The post can then be promoted by the platform.

The English WalnutRuskin Bond’s interview was published in an international newsletter by LinkedIn’s editor. Chattopadhyay mentions that being managed by a LinkedIn creator manager is what makes the platform very different from any other social media channel.

The 200 participants will receive advice from four LinkedIn creators serving as program mentors: Founder Ankur Warikoo, Nas Academy CEO Nuseir Yassin, Le15 Patisserie Founder and CEO Pooja Dhingra, and CEO and CEO of Edelweiss AMC, Radhika Gupta.

These mentors will draw on their own content creation journeys and experiences to share expert advice with creators at every stage of the program.

Talking about how LinkedIn’s content is radically different from YouTube, Instagram and Facebook, Warikoo, who has more than 1.6 million followers on the platform, says LinkedIn is largely comprised of working professionals. Also, people on LinkedIn aren’t looking for entertainment, they’re looking for content, career advice, and opportunity.

As someone who has spent 12 years building a business, Le15 Patisserie’s Dhingra believes that LinkedIn helps her share her experiences and personal learnings. For her, it’s a platform that can be used to connect with like-minded audiences.

While metrics like engagement, number of views, and number of followers are commonly seen as the definition of success for content creators today, on LinkedIn, smaller communities tend to have a bigger impact. important. Warikoo says it’s important to build a niche community.

LinkedIn is different from other social networking sites. On Instagram, for example, you get paid for promotions and posts of sponsored content. One reason is that most creators on LinkedIn are not independent of the organizations they represent. They should be aware of the restrictions before promoting another brand’s product or service, especially on a professional networking site like LinkedIn.

However, GOZOOP’s Naqvi reveals that over the past year or so, interest in paid promotions on LinkedIn has increased approximately fivefold. “Previously, only B2B brands wanted to use LinkedIn. But over the past 12 months, many B2C brands have also adopted the platform for paid promotions. »

Nikhil Narayanan, Creative Manager (Internal Communication and Social Media), TCS, informs that many B2B brands are doing sponsored content on the platform.

“When it comes to brand collaborations, LinkedIn hasn’t evolved into a B2C platform yet. While some B2C brands have started using it for brand messaging, it’s still tiny compared to other other platforms,” adds Nikhil.

According to Nikhil, the reason more and more B2B brands are using the platform for paid promotions is because their content needs to be firmly rooted in credibility. This is something that a platform like LinkedIn is able to provide due to its professional nature.

(hero image courtesy: LinkedIn post by Sumanto Chattopadhyay)


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