LinkedIn betting it can take on TikTok and Instagram in influencer marketing
Ryan Roslansky, CEO of Microsoft’s LinkedIn subsidiary, speaks at a LinkedIn event in San Francisco on Sept. 22, 2016.
David Paul Morris | Bloomberg | Getty Images
Influencer marketing has become big business on TikTok and Instagram, where popular creators can make good money by helping brands promote their stuff. Now, LinkedIn wants in the game.
As of last week, LinkedIn is letting advertisers pay to amplify posts from users, including those with sizable followings. Its product, called Thought Leader ads, launched in a limited capacity last year.
The Microsoft-owned business is looking for a jolt, as LinkedIn’s revenue growth has been stuck in single digits since 2022. The company is turning to its membership, which topped 1 billion in November, to help fuel expansion.
Influencer marketing to date has largely been a phenomenon of consumer apps, where shticks and gimmicks can turn internet-savvy creators into celebrities with millions of followers. Almost two-thirds of U.S. social media marketing dollars this year will flow to Instagram parent Meta and TikTok’s Chinese owner ByteDance, with Instagram and TikTok picking up a combined 2 percentage points of additional share by 2026, according to estimates from eMarketer.
LinkedIn, which was launched a year before Facebook, will grab just 4% of the market, equal to $4.5 billion in marketing revenue, eMarketer says, and its share will remain flat over the next two years.
“It takes a long time for ads and ad formats to really take root,” said Max Willens, a senior analyst at eMarketer, referring to LinkedIn’s latest endeavor.
LinkedIn introduced Thought Leader ads last year but with limited use. Brands could only amplify posts from their own employees. Mastercard, for example, promoted posts written by some of its leaders in Singapore, with one receiving over 500 notifications on the first day. LinkedIn has used Thought Leaders ads itself for some posts from operating chief Dan Shapero, but not yet for CEO Ryan Roslansky.
By opening up Thought Leader ads, LinkedIn is letting anyone boost a post as long as the author grants permission. Social media marketer Brendan Gahan is so bullish on the format that he’s focusing much of his efforts on helping companies use Thought Leader ads.
“In an era where brand safety is a big issue, LinkedIn has a leg up, particularly in contrast to Twitter,” said Gahan, who started an agency last year called Creator Authority, referring to the social media platform now known as X.
X lost some leaders working on brand safety last year, just as the Elon Musk-owned platform was seeing a surge in hate speech on the app.
LinkedIn has long been an effective site for advertisers because members list their employment details, making it easy for brands to target ads to relevant audiences. Advertising skews toward business-focused products like software and computer infrastructure, though automakers, universities and banks also use the network to reach potential customers.
“If you’re looking to sell a high-end B2B product, and you know the buying group is a CFO and someone in finance and like someone in HR, we can literally put ads in front of those specific people on LinkedIn, because the first-party data is so strong,” Roslansky said at a conference in late 2022.
Thought Leader ads came about after employees saw marketing clients promoting screenshots of other users’ content. Since turning on the offering last fall, the ads have yielded higher engagement than regular ads that run with images, said Abhishek Shrivastava, a LinkedIn vice president of product management.
“Humanizing your brand is critical for B2B and has been underused in that space,” said Shrivastava, adding that clients are very excited about it.
It might not be cheap. Racking up a thousand ad impressions generally costs more on LinkedIn than on Instagram or TikTok, partly because the company charges more for advertisers to reach its more affluent user base. Shrivastava said that rather than comparing the costs to other sites, brands will look at the sales and business leads they get from running ads.
For months, project management software startup ClickUp has been paying to promote LinkedIn posts from its own executives. Chris Cunningham, head of social marketing at the company, said traditional ads on LinkedIn can sometimes be repetitive and generic, and he’s eager to see how promoted posts will perform when influencers get involved.
On other social networks, ClickUp has found more success promoting posts from creators than with standard ads, Cunningham said. Plus, he said, “it’s super easy.”
Betsy Hindman, a marketer in Tennessee who helps companies make the most of their LinkedIn presence, said a brand ambassador with an audience can have a bigger impact than a typical ad.
“It’s part of a full end-to-end strategy that includes warming people up along the way with whatever type of content they respond to,” she said.
Building up a roster of creators will likely take time. Some influencers are represented by agencies, and LinkedIn’s Campaign Manager advertising system doesn’t have an automatic process for connecting media buyers with agencies.
“That’s a direction we are exploring,” Shrivastava said.
More data will soon be available to advertisers. Starting in a few weeks, LinkedIn members will be able to look up any company’s collection of ads and see its Thought Leader ads, a spokesperson said. That could help advertisers see what works best.
One potential boon for LinkedIn rests with the fate of TikTok. The app faces a possible ban in the U.S. after the House of Representatives passed legislation last month that would force ByteDance to sell it within six months. Momentum has since slowed, though Senate Minority Leader Mitch McConnell, R-Ky., urged lawmakers to take action on the matter earlier this week.
Willens from eMarketer said agencies are keeping an eye on the issue, but said “nobody feels there’s an imminent threat.”
Jeff Williams, chief operating officer of Apple Inc., during the Apple Worldwide Developers Conference (WWDC) at Apple Park campus in Cupertino, California, US, on Monday, June 9, 2025.
David Paul Morris | Bloomberg | Getty Images
Apple said on Tuesday that Chief Operating Officer Jeff Williams, a 27-year company veteran, will be retiring later this year.
Current operations leader Sabih Khan will take over much of the COO role later this month, Apple said in a press release. For his remaining time with the comapny, Williams will continue to head up Apple’s design team, Apple Watch, and health initiatives, reporting to CEO Tim Cook.
Williams becomes the latest longtime Apple executive to step down as key employees, who were active in the company’s hyper-growth years, reach retirement age. Williams, 62, previously headed Apple’s formidable operations division, which is in charge of manufacturing millions of complicated devices like iPhones, while keeping costs down.
He also led important teams inside Apple, including the company’s fabled industrial design team, after longtime leader Jony Ive retired in 2019. When Williams retires, Apple’s design team will report to CEO Tim Cook, Apple said.
“He’s helped to create one of the most respected global supply chains in the world; launched Apple Watch and overseen its development; architected Apple’s health strategy; and led our world class team of designers with great wisdom, heart, and dedication,” Cook said in the statement.
Williams said he plans to spend more time with friends and family.
“June marked my 27th anniversary with Apple, and my 40th in the industry,” Williams said in the release.
Williams is leaving Apple at a time when its famous supply chain is under significant pressure, as the U.S. imposes tariffs on many of the countries where Apple sources its devices, and White House officials publicly pressure Apple to move more production to the U.S.
Khan was added to Apple’s executive team in 2019, taking an executive vice president title. Apple said on Tuesday that he will lead supply chain, product quality, planning, procurement, and fulfillment at Apple.
The operations leader joined Apple’s procurement group in 1995, and before that worked as an engineer and technical leader at GE Plastics. He has a bachelor’s degree from Tufts University and a master’s degree in mechanical engineering from Rensselaer Polytechnic Institute in upstate New York.
Khan has worked closely with Cook. Once, during a meeting when Cook said that a manufacturing problem was “really bad,” Khan stood up and drove to the airport, and immediately booked a flight to China to fix it, according to an anecdote published in Fortune.
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Elon Musk, chief executive officer of SpaceX and Tesla, attends the Viva Technology conference at the Porte de Versailles exhibition center in Paris, June 16, 2023.
Gonzalo Fuentes | Reuters
Tesla CEO Elon Musk told Wedbush Securities’ Dan Ives to “Shut up” on Tuesday after the analyst offered three recommendations to the electric vehicle company’s board in a post on X.
Ives has been one of the most bullish Tesla observers on Wall Street. With a $500 price target on the stock, he has the highest projection of any analyst tracked by FactSet.
But on Tuesday, Ives took to X with critical remarks about Musk’s political activity after the world’s richest person said over the weekend that he was creating a new political party called the America Party to challenge Republican candidates who voted for the spending bill that was backed by President Donald Trump.
Ives’ post followed a nearly 7% slide in Tesla’s stock Monday, which wiped out $68 billion in market cap. Ives called for Tesla’s board to create a new pay package for Musk that would get him 25% voting control and clear a path to merge with xAI, establish “guardrails” for how much time Musk has to spend at Tesla, and provide “oversight on political endeavors.”
Ives published a lengthier note with other analysts from his firm headlined, “The Tesla board MUST Act and Create Ground Rules For Musk; Soap Opera Must End.” The analysts said that Musk’s launching of a new political party created a “tipping point in the Tesla story,” necessitating action by the company’s board to rein in the CEO.
Still, Wedbush maintained its price target and its buy recommendation on the stock.
“Shut up, Dan,” Musk wrote in response on X, even though the first suggestion would hand the CEO the voting control he has long sought at Tesla.
In an email to CNBC, Ives wrote, “Elon has his opinion and I get it, but we stand by what the right course of action is for the Board.”
Musk’s historic 2018 CEO pay package, which had been worth around $56 billion and has since gone up in value, was voided last year by the Delaware Court of Chancery. Judge Kathaleen McCormick ruled that Tesla’s board members had lacked independence from Musk and failed to properly negotiate at arm’s length with the CEO.
Tesla has appealed that case to the Delaware state Supreme Court and is trying to determine what Musk’s next pay package should entail.
Ives isn’t the only Tesla bull to criticize Musk’s continued political activism.
Analysts at William Blair downgraded the stock to the equivalent of a hold from a buy on Monday, because of Musk’s political plans and rhetoric as well as the negative impacts that the spending bill passed by Congress could have on Tesla’s margins and EV sales.
“We expect that investors are growing tired of the distraction at a point when the business needs Musk’s attention the most and only see downside from his dip back into politics,” the analysts wrote. “We would prefer this effort to be channeled towards the robotaxi rollout at this critical juncture.”
Trump supporter James Fishback, CEO of hedge fund Azoria Partners, said Saturday that his firm postponed the listing of an exchange-traded fund, the Azoria Tesla Convexity ETF, that would invest in the EV company’s shares and options. He began his post on X saying, “Elon has gone too far.”
“I encourage the Board to meet immediately and ask Elon to clarify his political ambitions and evaluate whether they are compatible with his full-time obligations to Tesla as CEO,” Fishback wrote.
Musk said Saturday that he has formed the America Party, which he claimed will give Americans “back your freedom.” He hasn’t shared formal details, including where the party may be registered, how much funding he will provide for it and which candidates he will back.
Tesla’s stock is now down about 25% this year, badly underperforming U.S. indexes and by far the worst performance among tech’s megacaps.
Musk spent much of the first half of the year working with the Trump administration and leading an effort to massively downsize the federal government. His official work with the administration wrapped up at the end of May, and his exit preceded a public spat between Musk and Trump over the spending bill and other matters.
Musk, Tesla’s board chair Robyn Denholm and investor relations representative Travis Axelrod didn’t immediately respond to requests for comment.
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