LinkedIn's rising influencers: Are they ready to compete with Instagram stars?

LinkedIn Top Voices aka LinkedIn influencers, often hailed as the new intellectuals of the digital space, are steadily gaining prominence. However, are they truly on par with influencers on other popular UGC content platforms? Not quite yet. While Instagram influencers command higher fees due to the platform's massive reach and visual appeal, influencers on LinkedIn typically earn lower rates. For example, a micro-influencer might earn Rs 2-2.5 lakhs per post on Instagram, while on LinkedIn, the same influencer could charge around Rs 1.5-1.75 lakhs, the co-founder of Kommunity PR, Kritika Sethi Gupta told exchange4media.

While this disparity reflects the evolving stage of influencer marketing on B2B platforms like LinkedIn, it also highlights a new breed of creators—those focused on producing content that goes beyond dancing, clothing transitions, or makeup tutorials.

Some prominent LinkedIn Top Voices from India include Ankur Warikoo, founder of WebVeda, with over 2.36 million followers, who is known for his advice on entrepreneurship and personal development. Radhika Gupta, CEO of Edelweiss Mutual Fund, has garnered 637,972 followers by sharing leadership insights and financial wisdom. Sharan Hegde, a Forbes 30 Under 30 entrepreneur, also stands out, with 417,148 followers.

In July 2024, LinkedIn launched its new video experience, enabling professionals to share knowledge more immersively. With video uploads growing at a rate of 34% year-over-year and a 1.4x increase in engagement for video posts, the platform is becoming a key player for influencers, particularly in the B2B space.

In contrast, Instagram thrives on entertaining, visually appealing content. As Kritika explains, "In cases like Sharan Hegde (aka Finance with Sharan) and other financial influencers, the major difference in content strategy lies in the tone. Instagram audiences respond better to funny and quirky videos, whereas LinkedIn requires a more tailored approach that balances long-form captions with images." This nuanced approach ensures influencers connect meaningfully with each platform’s distinct audience.

Kritika adds, “For brands looking to tap into LinkedIn’s growing video ecosystem, aligning content strategies with business goals and maintaining a professional tone are critical. A combination of LinkedIn and Instagram is often the most effective strategy.” As LinkedIn continues to grow and Instagram maintains its popularity, influencers who master both will be best positioned to maximise their earning potential.

Thus, monetisation differs significantly between the platforms. Instagram influencers command higher fees due to the platform’s massive reach and visual appeal.