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LinkedIn isn't all suits and ties, you know
The LinkedIn Myth: that it's only for “corporate” stuff and "what my wedding taught me about B2B sales" content.
Tania Chakraborti at Bravebird
January 23, 2025
Hello there,
Today I have a little mini rant for you. Because I’ve heard it countless times now.
“LinkedIn is only for business, corporate, and work stuff.” And, once again, my reaction is the same: I hate this take. 😡
Here’s why.
A few weeks ago, I saw an ad from Island Records promoting Sabrina Carpenter’s Short n Sweet album. On LinkedIn. Yes, LinkedIn! The professional work platform. The business platform. Where people apparently go to post “what my wedding taught me about B2B sales” and share company announcements where they say “we’re thrilled to share we have won an award we paid for”.**
Out of curiosity, I clicked to see why I was targeted. Turns out it was based on my demographic info (if you want to do this yourself ever, just click on the three dots and then ‘Why am I seeing this ad?’).
And you know what? It worked.
I didn’t mind being marketed to, and they nailed it. Sabrina Carpenter was my #2 artist on Spotify Wrapped last year out of the 800+ songs I listened to.
Yes, I can confirm, my 2024 music choices were basic apparently (and I love it!)
So why am I sharing this little anecdote?
Last year, I worked with an AI dating tech company on a DTC campaign. We included LinkedIn ads in the mix, despite perceptions that it’s a professional business platform, because the data showed that’s where our audience heavily spends their time on it. No overthinking. No dismissal of the platform. Just a focus on one thing:
Know your audience. Go where they are. Let the data lead you.
That’s it. B2B, B2C, DTC – it doesn’t matter.
If Island Records had dismissed LinkedIn with, “our audience isn’t there,” they would’ve missed me entirely.
So the next time you’re building a campaign and hear someone say, “LinkedIn isn’t the right platform,” (or TikTok, or Instagram, or Reddit - the principle still stands) ask them this:
Do we know our audience?
Do we know where they spend time?
Persona first. Channel second. Always.
Have a great week,
Tania
PS. **In case it wasn’t clear, I categorically do not think LinkedIn should be used in this way!
And if you’re looking to level up your ads and content strategy this quarter, just pop me a message.
