Why are brands taking to LinkedIn during the COVID-19 crisis?

According to data provided by LinkedIn, engagement on the platform related to coronavirus has increased sharply in recent weeks, with the uptrend rapidly increasing toward the end of February

e4m by Tasmayee Laha Roy
Updated: May 22, 2020 9:29 AM

The uncertainty around jobs has led to a surge in traffic for LinkedIn. The surge has been led by not only those between jobs but also brands that are connecting with their audience through employees, senior leadership and thought leaders. The professional networking platform is witnessing brands becoming more active to engage various stakeholders. In India, the platform has seen a 20% increase in the total number of posts and 14% increase in engagement on organic posts shared just within a month (Mar 15-Apr 16 compared to Feb 15-Mar 14). 

Airtel, Larsen & Toubro Technology Services, Swiggy, Lenovo India, ICICI Bank and Flipkart are some of the brands that have been raking their brand stories to LinkedIn.

Linked in has seen a 60% year-over-year increase in content creation on LinkedIn (March. 2019 vs. March 2020) where globally, brands’ organic activity on the platform has increased, specifically around coronavirus​. Pages are posting more, with posts and shared content increasing in comparison to weeks prior to the global onset of coronavirus. 36% of the page posts on LinkedIn are Covid-related. IT companies and the financial services sector are most actively discussing coronavirus. Overall, there has been an 8% increase in weekly posting on LinkedIn Pages, a 10% increase in the content shared by LinkedIn Pages, +26% weekly increase in original posts with native video

“The COVID-19 outbreak has led to an uncertain future for marketers today. At this time, marketers have a unique opportunity to find the right tone of voice and position their brand as a trusted, credible, and authentic advisor to customers. It’s a time to signal strong brand values, and humanising your brand using storytelling will be key to connect to your customers, employees, and stakeholders. At LinkedIn, we’ve seen how listening intently, sharing responsibly, and boosting executive presence have helped many brands unlock stronger relationships and customer engagement during these testing times,” said Matt Tindale, Senior Director and Head of Enterprise for the Asia Pacific, LinkedIn Marketing Solutions.

Most content on the feeds of brands’ have a ‘feel-good’ factor attached to it especially where the content is related to Corona where brands are not necessarily promoting themselves but talking about issues like awareness, fighting the pandemic, supporting employees etc.

These are the kind of post that has led to significant spikes in organic engagement on the platform by brands. The connection is also being made through leadership. Brands are leveraging their leaders to shape key messages. In India, LinkedIn witnessed a 27% increase in the number of organic posts by CXOs on LinkedIn (Mar 15- Apr 16 compared to Feb 15-Mar 14).

Azim Premji, for instance, took to LinkedIn. Wipro Foundation’s chairman expressed his solidarity with the community in fighting the crisis. Similarly, Infosys President, Ravi Kumar shared his thoughts on LinkedIn on creating digital readiness to switch to virtualization on-demand. There was also Mohit Malhotra, CEO, Dabur India took to LinkedIn to talk about how the company is offering health and nutrition support to frontline Police personnel, Health Workers, urban poor and deprived sections of the society, in Mumbai, Pune, Rajasthan and Assam.

 Similarly, there were many others from across the board taking to the platform to humanize the brands they represent and provide information to customers on innovation and insights.

 According to data provided by LinkedIn, engagement on LinkedIn related to coronavirus has increased sharply in recent weeks, with the uptrend rapidly increasing toward the end of February. The top trending hashtags between March 1 ad 25 this year on LinkedIn were #coronavirus, #covid19, #marketing, #realestate, #leadership, #business, #iwd202, #corona and #jobs.

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