Over the past year, a couple of my clients have begun making moves onto LinkedIn. Although they’ve been on board the Facebook train for sometime, they’ve decided to make the shift onto LinkedIn for a few reasons:
1. The Target Demo: The belief that this is where the older, affluent target demo lives online
2. The “Respectable” Platform: LinkedIn is associated with success and accomplishments; an opportunity for the brand to also associate with these things
3. The “Newness”: LinkedIn is still seen as relatively new and the audience is still growing
These are all perfect reasons why creating a brand presence on LinkedIn makes sense; however, does this mean that more effort should be put into LinkedIn rather than Facebook? In my opinion, no.
LinkedIn being still relatively new lacks a LOT of what Facebook has already spent years perfecting. I believe that Facebook still excels in three main areas: Audience insights (interests and usage), advertising (self-serve ads and better targeting), and finally media type publishing options. The back end of LinkedIn just does not compete – it’s incredibly basic, in the sense that knowing your audience and advertising to them is very limited. And next, on the front end, it is just no where near as aesthetic: photos are very hard to optimize for both desktop and mobile, and there are still no native video option.
Also… what’s sup with their news feed algorithm? It feels busy, and cluttered and just doesn’t makes sense seeing things from weeks ago beside recent updates. Just odd (and I know I’m not the only one who thinks their news feed could use some work).
For another perspective for the comparison, check out [this great infographic] specifically focusing on the advertising on both platforms.