In the digital age, it's important to have an online presence. Whether an individual or business, your online presence is a way for others to assess what you're all about.
The online landscape is built on attention and visibility. Its rapidly evolving nature has led to the rise of 'thought leaders' and 'influencers', both of which play key roles in today's society.
"Pics or it didn’t happen."
This all too familiar mantra of the social media era still informs our online activity today, whether it's about a networking event for CEOs or a weekend retreat for brand ambassadors.
It seems like everyone and their mum is trying to be a leading voice online, blurring the lines between professional and social media platforms.
With so many voices all vying for our attention, it's understandable that many may find it difficult to differentiate between an influencer and a thought leader.
With so many voices all vying for our attention, it's understandable that many may find it difficult to differentiate between an influencer and a thought leader.
Thought leaders are recognised as experts in their specific fields.
They've built up authority through trial and error and use their experience to provide insights, advice, and forward-thinking perspectives to others in their field.
They tend to challenge norms and provide innovative ideas, showing their audience how to 'do the thing' themselves.
They share their experiences in relation to their field, drawing examples and insights from their own business failures, successes, and research.
Whereas, to put it plainly, the power of influencers revolves around influencing the purchasing decisions of others.
They focus on a niche and develop a good rapport with their followers by being relatable or charismatic.
They build relationships with brands who sponsor them to advertise their products to their followers.
The relationship between influencer and follower can be largely transactional, as their audience views them as an authoritative voice that they can trust to introduce them to products worth their time and money.
LinkedIn has always been a professional platform used by employers and job seekers looking to make connections and find opportunities.
While platforms like X and Facebook have seen a decline in users, LinkedIn’s cool factor has risen steadily over the past few years.
Stop focusing on algorithms and metrics and start with the one thing you don’t have to try at – being human.
More users have migrated to the platform to build their brands, increase brand awareness, and make meaningful connections. More users mean more competition.
You may be tempted to follow the fairly standard process without much thought: the more you post, the more people see your account, the more interaction you get.
And that's fine if you want standard results. But it's also the easiest way to fade into the background.
The competition between voices and the desire to 'go viral' has left the professional platform a hotbed for posts that, quite frankly, aren’t saying much.
The proliferation of content on the platform is tough to compete with. Making users take notice when 90% of the content they're seeing evokes indifference is challenging.
As a thought leader, your aim isn't to be just another voice contributing to the noise. You didn’t get to where you are by following the pack.
Stop focusing on algorithms and metrics and start with the one thing you don’t have to try at – being human.
Now that the pressure's off, becoming a thought leader on the platform is much more straightforward. So, let’s look at four things you can do as a thought leader on LinkedIn.
Sharing personal stories and anecdotes immediately makes you more relatable to any audience. They want to hear about your whole journey – not just the parts that paint a pretty picture.
Talk about times you failed, lessons you learned, advice you received, and times you were given a helping hand. Your audience is more likely to feel connected to you when they can relate to your experiences.
Unless you're an experienced entrepreneur in the film sector, you're not exactly well-placed to be telling aspiring film producers how to make it in their industry. Stick to what you know and build your authority by sharing your expertise.
Narrowing your focus like this allows you to offer useful insights on topics, trends, and areas you are truly knowledgeable.
It also helps you differentiate yourself from competitors and reach an audience that is actually interested in your niche.
No, this doesn’t mean learning the latest TikTok dance to cater to the algorithm.
On LinkedIn, the best content provides value. That means sharing personal stories and anecdotes that provide insights and advice your audience is looking for.
A catchy hook will get people clicking on your post, but if the content is irrelevant, lazy, or clearly untruthful, users won’t trust you.
A catchy hook will get people clicking on your post, but if the content is irrelevant, lazy, or clearly untruthful, users won't trust you
Being genuine, showcasing your expertise, asking thought-provoking questions, delving into industry trends, and providing actionable advice are the best ways to build trust with your audience and establish yourself as a thought leader.
It may sound obvious, but taking the time to respond to comments on your posts is important. If you were at a networking event, you wouldn't ignore each person who came up to talk to you.
As a thought leader, you're trying to foster meaningful connections with your audience.
The same thing goes for people commenting on your posts. Respond to comments with more than a thumbs up emoji, engage with and share content from your peers, and participate in discussions in groups related to your niche.
As a thought leader, you're not trying to push a product or poach customers from competitor brands. You're trying to foster meaningful connections with your audience.
Keeping that in mind is the best way to get the most out of LinkedIn.