We're all hanging out on LinkedIn, right?
⏰ 1-SECOND SUMMARY
💻 ROADMAP
📲 Meta Updates
📲 LinkedIn Updates
📲 YouTube Updates
📲 TikTok Updates
📲 Uber Eats Updates
💡💼 DEEP DIVE: LINKEDIN BROADENS ITS REACH
What do CEOs, Gen Z, creators, and journalists have in common? A growing wave of support for LinkedIn. Recent initiatives from the traditionally business-focused platform are making LinkedIn a more friendly social space for a much broader audience.
In testing a news banner on its mobile app, LinkedIn is filling a gap left by Meta and X as they move away from supporting journalism. With stories vetted by LinkedIn’s editorial team, this feature aims to keep professional users engaged on the site.
And according to The Information, publishers are also increasing their focus on LinkedIn, thanks to a new program allowing them to sell ads before the videos they post on the platform.
In the C-Suite, LinkedIn usage has increased by 35%, according to The Financial Times. For business leaders, the trust that can be established through individuals over brands makes LinkedIn an effective platform for building connections with consumers.
LinkedIn’s strategy goes beyond executives. In a new UK campaign, the platform is targeting Gen Z with a series of videos aimed at job seekers and early-career professionals. Using quick cuts and animated characters, the witty ads drive viewers to LinkedIn’s video feed.
And as the platform has repeatedly shared: Gen Z is their fastest growing global audience demographic.
In fact, LinkedIn launched its first podcast this fall with the Gen Z focused Let’s Talk Offline — about “what it takes to thrive in the early years of your career” — in partnership with iHeartRadio.
Finally, influencers and creators are also capitalizing on LinkedIn’s resurgence. We’ve seen new agencies, such as Creator Authority and Verbatim, pop up to satisfy the demand for B2B influencer marketing campaigns.
And on the platform itself, creators are working through the Content Creator Acceleration Program with positive feedback — and, as influencer Tash Haynes reports, even five-figure brand deals.
-Mo Brady, co-creator of @Daddy_Papa_and_Me_Make3 and Influencer & Activations Director for Super Awesome Friends
💄HOW MAYBELLINE IS LEVERAGING PINTEREST TO REACH GEN-Z MAKEUP FANS
Pinterest is emerging as a hotspot for brands targeting Gen Z — the demo accounts for 40% of Pinterest’s global monthly users — and collage campaigns seem to be the creative force driving engagement with young audiences.
Maybelline teamed up with Pinterest in August to roll out the platform’s Collages Remixes, reported Glossy, which allowed creators to build on and use existing collages. Maybelline’s campaign saw an engagement rate of over 5 times both the brand’s average and the platform’s average across beauty brands.
And, earlier this year, Nike was part of a limited collages for advertisers experiment. The company saw 40% of shopping engagement on the campaign driven by Gen Z.
Pinterest’s success with collages hasn’t gone unnoticed. I’ve shared previously how Instagram and Amazon are experimenting with similar formats on their platforms, emphasizing creation through visual curation.
Recommended by LinkedIn
🏆 FORBES TOP CREATORS 2024
Forbes released its third annual Top Creators list, timed to its inaugural Creator Upfronts event in LA this week in partnership with Walmart.
MrBeast came in at number one… again. But it wasn’t just about follower count or dollar earned. There were four criteria for making the list:
1. Gross earnings
2. Follower count
3. Engagement rate
4. Entrepreneurial activity
The Forbes team did their best to introduce some new faces this year, such as Ms Rachel, Nara Smith, My Healthy Dish and Jake Shane.
But there were also some notable absences — people who could surely hold their own against the other creators on the list. Missing were successful creators such as fitness entrepreneur Cassey Ho, reality star and Amazon Live superstar Porsha Williams, Olympian Ilona Maher and actor-creators Adam Rose and Brian Jordan Alvarez.
I don’t say this to diminish the accomplishments of people on the list, it’s just not a full picture of the creator ecosystem.
📊 DATA DROP
YouTube is the #1 used social platform for both Gen Z and Millennial consumers to read/watch/listen to creator content — for the second year in a row
-Traackr’s 2025 US IMPACT Report of 1,000 millennial and Gen Z consumers in the US
More key insights from the Traackr report:
📺 🌐 FUTURE OF TV CONFERENCE
This week I participated in the Future of TV conference creator track, moderating a panel titled “Creators Get No Respect: Is Hollywood Missing Out” with some brilliant panelists: Kevin Kurtz (Bigger Bolder Baking), Taryn Crouthers (ATTN) and Andrew Wallenstein (Variety Intelligence Platform).
There were so many gems dropped at the event, organized by Creator Vision’s Jamie Gutfreund , I’ll roll them out across multiple newsletters. But for now, here are some of my favorite quotes:
“I think talent is king, and talent really matters. A bunch of years ago, people would have some virality and some fame because they were jumping on a trampoline and they happened to be attractive. That's not the thing that's going to get it over the line for you to have a show, a book, a product... Talent really matters.”
- Arleta Fowler , Head of Digital Lifestyle, CAA
“We're incredibly inspired by television. When we think about what our cultural references are for what we're trying to create, it is the 20 minute unscripted shows from the late 90s and early 2000s: the Nitro Circuses, the Jackasses, the American Idols, the X factors... That being said, there are cheaper ways to do it. There are faster ways to do it. And the beauty of short form is that you can actually test product market fit for every single show you create on an episode over episode basis.”
- Saheer Mathrani , Co-Founder & COO, Gymnasium
“All the ways that you would see this story world come to life on screen, you can actually participate in. I think that's the trend that we're all seeing across these ecosystems, right? This is a generation that isn't content to just lean back and consume passively. I think there's an expectation that they're going to participate in the storytelling.”
- Todd Lichten , Head of Entertainment Partnerships, Roblox
👀 IN CASE YOU MISSED IT HEADLINES
Thanks for reading!
PS. There are only 61 days left in 2024. (How?!) So, I created this schedule for myself — mostly to keep myself accountable, but also to ask for your help in taking the 2025 predictions survey
November 2024
December 2024
Founder, Creator Vision: we help brands maximize creator marketing investments: Board Member/Chief Growth Officer/ Microsoft Alum, CAA, Hasbro, WPP, Forbes 50 Entrepreneurial CMO/AdCouncil/Campaign 40 over 40
1moI dont know what I would do to keep up with this amazing resource. Thank you Lia Haberman for keeping us on track and up to the minute. Long live #ICYMI
Social Media & Content Strategy @LinkedIn | Brand, Growth & Impact Marketing across B2B & B2C | 12+ years experience helping brands and creators drive relevance and attention.
1moGreat round-up to end the week Lia! Loved reading this! Keep it coming! 💡 🔥
Marketing Strategist & Coach | CliftonStrengths™ Coach | Mentor & Coach to 25k Entrepreneurs | Enhancing Brands with Authentic Voices and Marketing Strategies
1moThank you Lia Haberman for keeping on top of all this info and creating this resource-it's incredible! I have been hanging out on LinkedIn here for 20 years🤣🤣🤣#OGLinkedIn
Creator Economy Expert | Influencer Marketing Consultant | Strategic Advisor | LinkedIn Top Voice
1moThanks for the plug! There’s really a good use case for anyone on LinkedIn.
Social Intelligence Lead @Haleon | 🥁The Drum Future 50 💡Brand Innovators 40u40 📊DataIQ 100 🔎ESOMAR Insight250 | 2023 Adweek Executive Mentee
1moPinterest fascinates me more and more every month, I am trying to learn more so thank you Lia :) and s/o Maybelline, 5x average ER?? Impressive Sarah Shaker, I'm always reading something about y'all.