LinkedIn has and continues to establish itself as the ultimate platform for CEOs, business owners, consultants and professionals.

Given that it’s difficult keeping up with every change or trend on the platform, I will give you the top 5 insights you should consider weaving into your daily or weekly LinkedIn activity or practices.

Create more authentic content.

With the massive uptick in AI-generated material, expect to see a growing demand for genuine content that enables authentic human interaction.

So rather than always handing over to generative AI to develop that ‘polished gem’ on your behalf, focus instead on sharing your own business and personal experiences – both the good and the bad.

I’m not for a minute saying don’t use generative AI (I regularly use it for research, brainstorming and ideas).

What I am saying is don’t use it to create all your content. AI doesn’t have the same creativity, emotional intelligence or human touch that humans have, neither does it have access to your stories, experience, know-how or expertise.

Include more storytelling.

With the drive to authenticity, storytelling will be bigger than ever.

So share customer success stories, employee journeys and behind-the-scenes glimpses into your business or organisation. Make storytelling one of your key LinkedIn strategies in 2024 and let your audience see the human face of your business.

Also make sure you include storytelling in your personal LinkedIn profile. After all, this is the first thing your connections see when they come to your page.

In the about section, kick off by telling your origin story – why you embarked on your professional journey or why you founded your business. If that is not compelling enough, talk about your big vision or perhaps how you are doing things differently or disrupting your sector.

Video will remain your secret weapon.

With authenticity being the name of the game, video will continue to be one of the most effective tools in your LinkedIn toolkit and one of the best ways of building trust and quickly connecting with your audience.

So rather than avoiding it as I did at the outset, get comfortable with being uncomfortable.

Remember, authenticity is key so don’t over-polish … just be real and engaging.

Also, when it comes to video, short one-minute videos which focus on providing tiny nuggets of useful information, will reign supreme in 2024.

Embrace the power of LinkedIn micro-influencers.

Micro-influencers are social media users who have a relatively small but engaged and loyal following, usually between 1,000 and 100,000 followers. These industry experts have engaged communities and can amplify your message authentically.

They are often considered experts in a specific topic and have a high level of trust and influence among their audiences, who value their authentic and honest opinions.

So, consider partnering with a micro-influencer on co-created content, host joint webinars or leverage their reach for targeted campaigns.

Participate in Collaborative Articles to broaden your reach.

LinkedIn’s ‘Top Community Voices’ program has been around for a few months, and while some may find the concept of contributing to collaborative articles mundane and a waste of time, it can be an incredibly effective way to increase your reach and visibility.

Contributing to an article in your area of expertise with other professionals helps you build relationships, showcase your knowledge, and gain credibility through a ‘Top Community Voice’ badge. It’s also a great way to cross-promote your own content and build brand awareness.

When you contribute to a collaborative article, LinkedIn tells your followers. It also shows the article to people who follow all the other contributors which helps increase your brand’s visibility.

Hope that was useful. Till next time.

Parker Public Relations provides done-for-you public relations for organisations – publicity, reputation management, content creation (including guides and business books), social media management as well as access to public speaking opportunities. We also provide personal branding and LinkedIn training workshops and coaching for CEOs, business owners, professionals and academics.