LinkedIn records quarterly engagement peaks since 2018 and attracts influencers to platform

LinkedIn has been a steadily growing platform quarter after quarter.Since 2018, the professional network has recorded record levels of engagement in each Microsoft performance update & I.E.D., consolidating the environment as attractive to content creators seeking visibility and authentic impact.The network currently has 1.2 billion members worldwide.

The preference for video content is clear and decisive in this movement: according to figures recently released by the business platform itself, this format is 20 times more likely to be shared on LinkedIn and generates 1.4 times more engagement than publications in other formats.

Fabio Goncalves, director of Brazilian and American talent at Viral Nation, with more than ten years of experience in the influencer marketing market, said this dynamic shows the evolution of digital attention.

“O LinkedIn is no longer just about networking or job search, having become the stage for relevant content and connected to real time. Leaders and creators are discovering that it is possible to talk about career, purpose and commercial narratives in one place, with credibility and real return. In addition, because it is a platform where professional profiles are visible, with work history, connections and recommendations, the content published there has an extra layer of authority and trust. Videos with learning, behind the scenes and market insights engage more because they deliver immediate and sensitive value to the professional context”, explains.

According to the professional, this environment has attracted influencers who were previously restricted to platforms such as Instagram and YouTube: “ LinkedIn offers targeted reach, qualified conversations and the possibility of positioning themselves as a reference in strategic niches.In more mature markets, such as the United States and Canada, the use of the platform by creators is already a consolidated reality, with active monetization and a large presence of opinion leaders. In Brazil, this movement is still on the rise, which represents a huge opportunity for those who get out in front. It is the space where content, result and converge with measurable impact”.

Fabio says that agencies are following this revolution closely. “In Viral Nation, for example, we are helping our talents adapt their discourse to this format, whether transforming impact cases into educational videos or creating thematic series that flow in the feed with language designed to engage, not just appear. It is a new logic of relevance, requires strategic vision and good narrative structure”.

According to him, the future of influencer marketing involves this integration between inspiring content and professional environment, with creators having the possibility to monetize themes that go beyond entertainment and reaching real stakeholders in significant and high-value contexts.