Creator Authority

Why is LinkedIn prioritizing video? 60% of all social media content consumed is video—and LinkedIn is taking note. Over the past year, video content on the platform has grown 36% year-over-year, with a clear emphasis on short-form. A big reason? Gen Z. According to eMarketer’s LinkedIn Marketing 2024 report, Gen Z is now the fastest-growing demographic on the platform, with a 13.6% YoY increase. This influx of younger, digitally native users is reshaping how content is consumed—and created. Gen Z prefers short-form video over reading, with 57% using it for product research alone. To keep them engaged, LinkedIn is evolving—and advertisers should be paying close attention. So, what does this shift mean? How else is GenZ impacting the platform? 𝟭) 𝗡𝗲𝘁𝘄𝗼𝗿𝗸𝗶𝗻𝗴 & 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁: LinkedIn saw a 41% increase in content sharing (2023 vs 2021). GenZ has been a big driver of this. They are more active on social media overall and those behaviors are carrying over to LinkedIn. In 2022, "Gen Z added more connections per month on average than any other generation, according to LinkedIn." 𝟮) 𝗡𝗲𝘄 𝗨𝘀𝗮𝗴𝗲 𝗣𝗮𝘁𝘁𝗲𝗿𝗻𝘀: Gen Zers are finding the professional atmosphere refreshing. It has become a respite from the "overly curated or snarky posts common on other social networks." At the same time they're viewing the platform as more than just a professional connections platform. As a result, the usage has changed. There are more personal stories, entertainment, and news being shared and consumed. 𝟯) 𝗜𝗺𝗽𝗮𝗰𝘁 𝗼𝗻 𝗔𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴: LinkedIn only captures 5.2% of the total social media ad dollars. As brands look to engage Gen Z, there's been an acceleration of dollars shifting to the platform. According to eMarketer, LinkedIn is projected to reach $7.31 billion in ad revenue in 2024. That's a double-digit increase, with no signs of slowing as, "revenues will see a similar jump, up 12.7% YoY in 2025." 𝗧𝗵𝗲 𝗜𝗺𝗽𝗹𝗶𝗰𝗮𝘁𝗶𝗼𝗻𝘀: Given these macro shifts, it makes sense LinkedIn would prioritize video and influencer marketing - something they've now begun to embrace. In March of last year LinkedIn rolled outThought Leader Ads (LinkedIn's version of promoted posts) so that advertisers "can sponsor content from any member—not just employees". Industry wide influencer marketing grew 16% (to $8.14 billion) in the US last year. LinkedIn seems poised to play a significant role in that growth. We're certainly bullish. --- Enjoy this? ♻️ Repost it to your network & follow Brendan Gahan for more. Interested in LinkedIn Influencer Marketing? Reach out to us Creator Authority.

New work with Sprout Social, Inc. with our friends and advisors Natalie (Corporate Natalie) and Ross Pomerantz.

On Saturday, amid cozy velvet couches and a large taxidermied cheetah behind the bar at the Austin, Texas speakeasy Powder Room, some 50 or so creators and brand marketers gathered for a mixer hosted by YouTube. There was some deliberate networking — or “forced fun” to use a term that popped up at Vox Media’s Sunday night event to spotlight its podcast talent — where marketers and creators were asked to make cocktails (one with milk infused with Skittles and two kinds of rum), personalize cowboy hats and, presumably, swap info. for future brand deals. Four creators told Digiday that the advertising and entertainment industries are starting to catch up to culture — including SXSW’s embrace of the creator community this year. For the second year, SXSW has a dedicated track for the creator economy; this year there are 73 sessions for the track. SXSW kicked off on Friday and will run through March 15th. In this piece by Kristina Monllos, we speak to Michelle Khare, Rhett McLaughlin & Neil Link of Mythical,Grace Murray of Fohr, Woodie Hillyard, and Brendan Gahan of Creator Authority.

This week I spoke on a panel at SXSW. (From cold call anxiety to SXSW spotlight) Standing there, I had to pause for a moment... Years ago, I was an SDR struggling to hit quota. Now I'm sharing insights alongside industry leaders at one of the biggest conferences in the world. Our panel was PACKED: ↳ Alanah Joseph who leads HubSpot's Creator Program ↳ Alex Lieberman from Morning Brew ↳ Brendan Gahan an OG in influencer marketing We discussed the future of B2B content, but something deeper hit me during our discussion. ⇒ The power of human connection in a digital world. We all agreed that content opens doors, But real relationships change lives. "Take people from URL to IRL." Looking at that audience, I couldn't help but think about my journey. The rejections. The doubt. The grind. Those moments when I wondered if anyone was even listening. And now this, speaking at SXSW. Whether you're a salesperson, founder or starting as a content creator, you'll face the same feelings I did. I encouraged the audience to commit five years before giving up. The hard truth Alex shared? ↳ Most people quit within 2 weeks. Content builds platforms, but connection changes hearts. Our LinkedIn posts aren't just content. They're bridges to the relationships that will change our lives. ------- P.S. What's the most meaningful connection you've made that started online but blossomed in person? P.S.S. LinkedIn is about to have its big moment. Between Brendan and I think we said LinkedIn 1000 times to get active on here.

LA creator economy executive mixer tonight! My friends at RockWater Industries and Creator Authority are hosting an awesome rooftop party and fundraiser for LA wildfire relief. DATE: Wed, February 12th TIME: 6 - 9 pm WHERE: Private rooftop venue in Santa Monica CHARITIES: American Red Cross, LA Fire Department, Pasadena Humane There's still a handful of tickets left, so get yours while supplies last and help support a great cause: https://lu.ma/mjw1d118 See you there!

LA Fire Fundraiser + Creator Exec Gathering 🚀 Hosted by RockWater Industries & Creator Authority I’m excited to team up with long time friend and the host with the most, Chris Erwin and the RockWater Industries crew, to co-host an epic event in Santa Monica! 📅 February 12 | ⏰ 6–9 PM | 🌆 Private Rooftop, Santa Monica We’re bringing together 100+ top execs from the creator economy for an evening of great conversations, good vibes, and networking with industry leaders. Chris and Michael Booth always crush it when it comes to creating community—I’m pumped to be part of this 🎟️ Grab your ticket here: https://lu.ma/mjw1d118

The LinkedIn CEO just shared this gem featuring us :) In discussing LinkedIn influencer marketing with Alexander Lee we talked about the ecosystem and how, "This still feels like that era of YouTube in 2010, where brands are starting to come in, the ecosystem is growing, and there’s acceleration,” Gahan said. “But to me, it feels like this is that initial wave, and we haven’t even come close to the mass mainstream.”

📊 Why LinkedIn Influencer Marketing Matters in 2025 LinkedIn has emerged as the powerhouse platform for B2B marketing and thought leadership. And, the most effective way to reach B2B buyers? LinkedIn influencers. Why? REACH DECISION MAKERS Nearly 60% of B2B decision-makers actively engage with content on LinkedIn, making it a crucial touchpoint in the buying journey. TRUST A striking 73% of decision-makers trust thought leadership content over traditional marketing approaches, signaling a fundamental shift in how B2B relationships are built. DRIVE REVENUE 60% of B2B marketers now identify social media as their primary revenue-driving channel, with LinkedIn leading the charge. Learn more 👇

Personal branding isn't about being personal. Forget showing your face. Look at creators like Easlo making $500k/year with just a Notion portrait profile picture. Use this 4-step plan to understand why: 1. Simplicity Wins: ↳ A simple portrait can be just as effective. 2. Focus on Value: ↳ Your content matters more than your face. 3. Build Trust: ↳ Consistency and quality build your brand. 4. Be Authentic: ↳ Let your work speak for itself. Personal branding is about what you offer. Not how you look. ♻️ Repost this if you agree. PS: You can now create your own Notion face at ntn(.)so/RubensNotionFace for free! ⚠️ This is NOT me, but my AI clone (using Synthesia). 

Kicking off 2025 with a LinkedIn Influencer campaign featuring Snoop Dogg? Yes, please! 🎉 Notion is starting the year strong with Notion Faces—a fun, hand-drawn self-portrait feature in Notion’s iconic style. We’re teaming up with incredible LinkedIn influencers and creators (Snoop included!) to show how Notion can help you take charge of 2025 with personalized tools to hit your goals. Big props to the Notion team Lexie Barnhorn and Danielle Ito for pushing boundaries. It's a New year. New you. Bring your best ideas, boldest resolutions, and now a custom self-portrait to life in Notion, the workspace shaped by you. Try Notion Faces at https://lnkd.in/eXq-JRN2 and keep an eye out for amazing content from creators. 😊