LinkedIn expert reveals: How to maximize LinkedIn for creators with AJ Eckstein

LinkedIn has evolved far beyond its roots as a job-seeking and corporate networking platform. It’s now a powerful tool for creators looking to connect with professionals and establish a strong online presence. While platforms like TikTok and Instagram often dominate the spotlight, LinkedIn offers unique opportunities for those who know how to use it effectively.

AJ Eckstein, founder of Creator Match, has firsthand experience in transforming LinkedIn into a platform that connects creators with brands, helping them monetize their content in ways that stand out from other social networks.

In this post, we’ll dive into AJ’s insights on making LinkedIn work for creators. Whether you’re looking to find the right audience or craft content that resonates with key decision-makers, AJ’s tips will help you make LinkedIn a valuable part of your creator strategy.

Why LinkedIn is worth your attention

LinkedIn often flies under the radar in discussions about the creator economy, but AJ Eckstein sees it as a platform full of untapped potential. Unlike other social media sites, LinkedIn's audience consists of professionals, decision-makers, and individuals with higher disposable income. This makes it particularly valuable for creators focused on B2B marketing and high-ticket sales.

“Audiences on LinkedIn are worth more than, let’s say, on TikTok... one LinkedIn follower is more valuable than one TikTok follower.” -AJ Eckstein.

The platform’s users are more engaged, informed, and often hold influence within their industries. This creates opportunities for creators to connect with an audience that doesn’t just consume content but actively makes decisions that could lead to significant opportunities.

LinkedIn’s professional environment fosters a different kind of interaction compared to platforms like Instagram or Twitter. Here, the focus is on building relationships that can lead to long-term partnerships rather than fleeting viral moments. As AJ points out, “LinkedIn has more wealth, more income, more educated, and it's more decision-makers.” For creators, engaging with such an audience offers substantial value.

For more insights, read How to generate sales on LinkedIn for your creative business.

The untapped potential of LinkedIn

While many creators flock to platforms like TikTok and Instagram, LinkedIn remains underutilized. AJ anticipates this will shift as more advertising dollars move to LinkedIn. “I think the money is going to shift from other platforms... more brand and ad dollars will move to LinkedIn,” he predicts. This could encourage more creators to explore LinkedIn as a viable platform for monetizing their work.

Despite its potential, LinkedIn presents certain challenges. Many brands and marketers are still unfamiliar with the platform’s dynamics, making it harder for creators to secure brand deals. AJ’s work at Creator Match often involves educating brands about these opportunities, as he explains, “A lot of my job is chatting with brand marketers and teams to educate them on the opportunity.”

Yet, AJ remains optimistic about the platform’s future. As LinkedIn continues to develop, the platform is expected to become more accessible to creators, reducing the need for education over time. “My job right now is education... it will get to the point where there's no education needed because the opportunity is so obvious,” AJ observes. For creators, being prepared to seize these opportunities as they arise is key.

Want to build a solid strategy? Check out How to create a LinkedIn strategy as a creator.

Building a personal brand on LinkedIn

Establishing a personal brand on LinkedIn requires consistency and authenticity. AJ emphasizes the need to regularly engage with your audience and share content that reflects your true self. “You have to consistently show up for your audience... your audience will show up for you,” AJ advises. Maintaining an ongoing presence helps build trust and keeps you relevant to your connections.

Finding your voice on LinkedIn is crucial, and it’s okay to share personal and even vulnerable stories. AJ encourages creators to discuss their experiences, especially those involving challenges or setbacks.

‍“You need to find your voice. It's okay to be vulnerable... the best types of posts are the ones where you talk about your own personal story or a failure.” -AJ Eckstein

On LinkedIn, balancing professionalism with personal storytelling can make your content more engaging and relatable. For more tips on crafting impactful posts, explore The Anatomy of a Good LinkedIn Post.

The future of LinkedIn

As LinkedIn evolves, AJ foresees significant changes. The platform is expected to become more personal, moving away from purely formal content and becoming more relatable, while maintaining a professional tone. “I think the platform will change like crazy over the next few years... it will always have utility to find jobs,” AJ predicts.

One shift might involve how ads are presented. AJ anticipates a move towards ads featuring creators’ faces and names rather than just brand logos. “You’ll start to see actual humans and their names as ads versus just the brand running ads through their ads account,” he notes. This could open new monetization opportunities for creators, allowing them to benefit more directly from their content.

LinkedIn’s content landscape is likely to change as more creators recognize its potential. “LinkedIn is a content-deficient platform, meaning that people are engaging with content versus creating content,” AJ explains. This gives creators an opportunity to stand out and establish themselves as thought leaders.

Practical tips for LinkedIn creators

AJ offers several actionable tips for creators aiming to succeed on LinkedIn. First, focus on building a strong personal brand through consistent, valuable content. “One view on LinkedIn is worth more than one view on other platforms,” AJ says, highlighting the importance of quality engagement over quantity.

Next, approach your content strategically. Consider how each post fits into a larger plan, whether it’s to build awareness or convert followers into clients. “Think about your content like a marketing funnel... some content is going to be more top of funnel, more brand awareness,” AJ advises.

Finally, don’t hesitate to experiment and learn along the way. If your content resonates with just one person, it’s worth sharing.

‍“If at least one person can find value from this piece of content, I click post... you never know what could happen.” -AJ Eckstein.

The goal is to start now, build momentum, and let your personal brand grow over time.

Ready to boost your LinkedIn presence? We've put together a resource that can help. Download our guide on the 6 LinkedIn Profile Hacks for Growth-Focused Creators, and discover strategies to make your profile stand out. These hacks can help increase visibility, attract the right audience, and grow your brand on LinkedIn.