2022 Essential LinkedIn Trends | How To Become A Content Creator On LinkedIn

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What is the hottest social media platform of 2022? It just might be LinkedIn.

What is the hottest social media platform of 2022? It just might be LinkedIn.

It’s more than just your average digital resume platform and that “thing you do because your professor said you need to.”

It has everything you are looking for:

-60% of the users have the highest buying power

-the advertising platform you actually want

-20% increase in engagement over the last year

Learn why LinkedIn is incredible for marketers, what to beware of and how to maximize you LinkedIn content without looking like everybody else. With more than 200 Million job applications a month going through the system, can you even ignore it for your own HR purposes? Join us as we take a look at how LinkedIn shouldn’t be the social media account you create to ignore!


Adam Jones  00:00

So Alyssa, have you heard about the coolest, hippest social media that has 60% of their users between the age of 24 and 35?

Alyssa Mullins  00:08

Tick tock,

Adam Jones  00:09

new Snapchat, LinkedIn,

Alyssa Mullins  00:12

You lie

Adam Jones  00:13

we’re gonna talk about today on your weekly social. Hello, I’m Adam.

Alyssa Mullins  00:22

Hi, I’m Alyssa.

Adam Jones  00:24

Today we’re gonna be talking about LinkedIn. Because LinkedIn is a social media platform that a lot of people don’t give it credit, but have been growing year after year. That being said, Alyssa, do you use LinkedIn?

Alyssa Mullins  00:36

I have a profile? Yes.

Adam Jones  00:38

And what do you do on that profile?

Alyssa Mullins  00:40

I created the profile. Yes.

Adam Jones  00:43

And that’s what a lot of us do, especially like right after college, like all your professors are like, oh, yeah, go ahead and create that. And so yeah, we actually have a love age 22 to 35 people in the platform. Now, granted, there’s about 800 million unique users. So the capacity is a little bit less than what the other platforms have. But if you’re looking for that workforce you’re trying to hire or you’re trying to become a thought leader. That’s the place to go. Right now. LinkedIn is super hot.

Alyssa Mullins  01:15

So you’re telling me that LinkedIn is more than just like your digital resume, where you and all your co workers and the people that you went to school with can like, add each other as friends. And you can do more than that?

Adam Jones  01:29

Absolutely. And actually, that’s where LinkedIn is really unique. They’ve been making a lot of purchases, since Microsoft pick them up. They even have, they bought out Lynda, which was like an online training school. And it’s, it’s an awesome platform, Lynda did a great job, they got bought out. So there’s tons of training in there, you can find jobs in there, you can do even like Upwork Fiverr style gigs in the system as well. And so they’ve been investing a ton. The key element that we’re encouraging people to really investigate, though, is the fact that there’s almost no content creators in the platform.

Alyssa Mullins  02:03

But that’s because people look at the platform, and they’re like, oh, cool, upload a resume, I take photos, or I do social media. Kay, messaged me if you want to hire me.

Adam Jones  02:12

Yep, exactly. But that being said, since 2020, user engagement and like session lengths, so like the amount of time that people have been in the platform has increased by 20%. Interest, people are actually staying in the platform longer and longer and longer. And what that means is when you have a huge amount of users, and you have almost no content creators, they end up recycling content in the algorithm. That’s fun. So what that means is the content that you made four weeks ago, can still show up number one in somebody’s feed, they are so low on content to provide their users that they are willing to scrounge for content. Now, that being said, we don’t want to like scorched earth market the whole thing, right? Like, marketers were kind of guilty of that. And that’s the one sustainable ethical thing we kind of have to watch out for. And it’s the reason the good portion of the reason we don’t like cable TV, right?

Alyssa Mullins  03:12

I missed I miss good old commercials if you can, like, quote, any of the fun little, like, sing songy things that a lot of the commercials do. I do. They’re like all up in here. And I remember the product to is fabulous.

Adam Jones  03:25

L’Oreal is my favorite, because I’m worth it. And that being said, like, you’re paying 60 to $120 a month to be shown advertisements on cable TV. Like, that just doesn’t make sense. Yeah. And so therefore, streaming is kind of the big thing. But then it’s kind of a pain that Hulu says, oh, yeah, here’s some money. And we’ll still show you some advertisements. Hop on Amazon. You can watch movies for free ish and just watch advertisements, right? So there’s still this kind of mental shift that still needs to be there. But then even at Facebook, oh my gosh, it’s a pain to have advertisements.

Alyssa Mullins  04:01

It does clutter everything. Same thing like Instagram to Instagram will get cluttered with advertisements, Snapchat. That’s honestly part of the reason why I don’t do a lot of other things on Snapchat, besides message friends that don’t leave Snapchat.

Adam Jones  04:13

And even though the email marketing has some of the highest return on investment, still, to this day, it is powerful. People hate the idea of oh my gosh, I’m gonna send people spam when it’s requested information. I signed up for the newsletter. I opted in, I want you to tell me I want you to sell to me. But still, there’s this idea of like, oh, I don’t want to spam them. I don’t want to advertise. Because it has a genetic thing because of scorched earth. We have broken platforms by over investing. And LinkedIn has the potential for that same issue. But I don’t think it’s going to happen the same way. So then we have three things that you really should be watching out for as you’re engaging in your LinkedIn platform. Number one, be really good with your DMS.

Alyssa Mullins  05:05

When you say that and you say be really good, there’s no flirting in the DM that’s not like LinkedIn, find a job, but also maybe find your soulmate.

Adam Jones  05:12

That’s about as good as the DMS that I get. They’re like, Hey, this is my name. Are you looking for services? And I’m like, No, actually, I’m not. But I actually respond to a lot of those DMS of like, people trying to sell me and it is sales automation. They’re running an app in the background to try and hit as many DMS as possible into the network without paying for a lot of the premium features. But even though I respond, because I don’t like hey, either, how’s the script working for you? Or, you know, tell me more, I actually have had only one person out of maybe 50 actually respond lately. So even though they’re using automation tools, no one’s responding.

Alyssa Mullins  05:57

So be more genuine super, with your with how you choose to communicate with people on LinkedIn, in DMS, especially,

Adam Jones  06:04

especially in the DMS. And that’s where there’s a big shift in the content game. Because you’re not just trying to push content out as fast as you can, like you might do in Instagram, or Tiktok, or these other platforms. When we’re making content for LinkedIn, specifically, we’re looking at being a thought leader, to show expertise in your industry to be the subject matter expert, which will take more time to create. And there’s some cool carousel features, there’s some cool video features. And the nice thing is the shelf life is incredible. Like I said at the start, you might make something one time and have it work for one to five weeks after you’ve posted it.

Alyssa Mullins  06:45

And so when you say creative content, though, and the idea of being a thought leader, what’s like the best way to do that, like do I just put a little video of myself attempting to be a thought leader? Or do I? What are people on LinkedIn gonna respond to, I guess?

Adam Jones  07:00

Yeah, so the two things that I’ve seen people respond to the most are videos, especially in that 30 seconds to a minute and a half, which feels a little bit long, especially with our tic toc add, people are there to actually engage and to learn. And so then if you are saying something that is worthy of the time investment, they will stay there willing to learn. And that’s where it’s, this is the professional part where I’m here to learn to engage and to read a little bit for an educational purpose. And so that is working really well. The other one is carousels. Really, carousels have been a really big hit inside of the platform. So that those would be my two recommendations. linking out to articles, or to other things, you have to be really, really careful. One of the things that I’ve been reading was that when you put a link inside of your post, LinkedIn will actually throttle it, and show it to maybe a 10th of the people it would normally. And I tested this with my own stuff of like, either putting the link in the top part, like, you know, hey, go check out my new blog, we talked about x. Yeah. Versus Hey, this is kind of what the article is about, feel free to read it, what do you think, and I post the link to the article in the first comment. And it is about a 10x difference in response and impressions.

Alyssa Mullins  08:30

That’s fascinating.

Adam Jones  08:32

It’s weird.

Alyssa Mullins  08:33

It’s just, it’s probably just to keep people on the platform, though, is a big, big thing,

Adam Jones  08:37

because they want people to stay in the platform. So the third point, and I have to stress this really, really tightly, you need to only attract the people that you want to attract. Okay, you track them by attracting the right people to attract. So that’s a big circle, it is a big circle. Got it. And what we mean by that is to only friend the people that you actually want to be friends with. Because the moment that you start pulling people from typically India or Bangladesh, who are sales type people that are running the bots that are running a lot of the automations, you’re going to continue to get those individuals running into your connection list and connection invites. So I would say to be really particular with who you’re reaching out to, and wanting to connect with and add to your network. Then, excepting very diligently the ones that you want to have.

Alyssa Mullins  09:37

Interesting. So it’s not like Facebook and Instagram where you can add friends, family, coworkers, that random person that you met at the coffee shop that one day and you guys had a good conversation about coffee. It’s more for this is my network. I’m going to create my network on this platform and these are people who maybe like agree with or want to indulge in my content and vice versa. and

Adam Jones  10:01

especially within the industry that you’re wanting to begin engaging with more, you want to be known within those networks, instead of the marketing automation tool platforms that are a dime a dozen that you’re just going to be constantly hit by. It’s, it’s kind of a nuancing. And as as you grow your network, eventually people can just click to follow you, instead of trying to Friend Connect you. And there is a big distinction with that. And that is really nicety. You do have to get kind of like a certain point past 500 is kind of like the big threshold. And then you can have people start following you in general, only accepting those that you really want to associate with. It’s big, it’s big, you have to be really careful or else you’ll get stuck in a network of groups that you really don’t want to be associated with.

Alyssa Mullins  10:52

Many to go fix that on my profile.

Adam Jones  10:54

Absolutely. Absolutely. That being said, we hope that helps for today. If you like this content, feel free to thumbs up. Comment, subscribe. Hit a bell mostly hit the bell that we have. Yeah, other bells just

Alyssa Mullins  11:08

just archistar Bell. The Pullman marketing YouTube

Adam Jones  11:11

wants to get a callback. We’ll get a cowbell too.

Alyssa Mullins  11:14

Can we just do that anyway?

Adam Jones  11:15

I mean, we can

Alyssa Mullins  11:16

Okay, but we’re getting a cowbell. Awesome.

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