LinkedIn vs Instagram - where should you invest your personal branding efforts?

LinkedIn vs Instagram - where should you invest your personal branding efforts?

Over the past 9 years, I've worked across the spectrum for inter-disciplinary personal branding, exploring the nuances that make a brand stand out in an increasingly crowded digital space. (If you aren't familiar with my work - check out my LinkedIn profile or www.the5minutelibrary.com!)

While everyone seems to be aiming for 'thought leadership' these days, I find it more valuable to focus on subject matter expertise. This approach is more relevant, practical, and less overwhelming than trying to comment on every major news event. Thought leadership requires a great deal of responsibility and emotional intelligence, which can be exhausting without a team to help you, and comes with higher scrutiny and risk.

LinkedIn being the G.O.A.T. for all levels of personal brands:

When it comes to establishing a personal brand, I find LinkedIn to be the superior platform. LinkedIn acts as a digital professional market where you can position yourself as an authority figure within your industry. It's a space where your credentials, experiences, and professional insights can be showcased, making it ideal to showcase subject matter expertise. However, it's crucial to remember that authenticity is what sets truly remarkable profiles apart. Many professionals shy away from embracing their unique experiences, fearing judgment or non-conformity (I did too! My CA to Comms professional journey was something I hid was for a while, until I didn't - which helped me have a better understanding of personal branding for CA professionals). Owning your narrative not only helps carve out a niche but also attracts more meaningful engagement.

Instagram being a highly socialised form of Pinterest, with more eyeballs on you:

On the other hand, Instagram is excellent for scaling your brand. This platform thrives on aesthetic content and relatability. If you're skilled at creating visually appealing content and engaging with your audience on a personal level, Instagram can help you build a loyal community. Personally, shooting and editing video content has always been a frustrating experience for me, so I tend to not focus much on Instagram/Meta growth. However, this plat is incredible for those who wish to be seen as a relatable figure. The culture of scrutiny on Instagram can be intimidating (the number of hate comments I have had to delete have been a repeated conversation between me and my team) but it also offers an opportunity to connect with others in a more informal and accessible way. (DM away to network and shoot your professional shots, if you do prefer Instagram!)

A quick (but slightly weird?) tip to get over a fear of posting:

Interestingly, one of the most effective tips I've found for boosting creativity on LinkedIn is to block everyone I know personally, and have no professional relationship with —friends, family, neighbours, you name it. This might sound odd, but it allowed me to express myself freely without the fear of criticism from those closest to me, many of whom, like most of us, grew up in environments where performance was constantly scrutinised. (Yes, of course, my friends weren't too happy about this - but communicating my boundaries around separating my work and personal lives, in an empathetic manner, did the trick!)


LinkedIn: Pros and Cons

Pros:

  • Professional Networking: Ideal for connecting with industry peers, potential clients, and employers.
  • Authority Building: Helps establish you as a thought leader or expert in your field.
  • Content Longevity: Articles, posts, and comments have a longer shelf life as compared to other platforms.
  • Job Opportunities: Direct access to job postings and recruiter interactions.
  • Endorsements & Recommendations: Public validation of your skills and experience.

Cons:

  • Formal Atmosphere: The professional tone can limit more casual, personal expression.
  • Competition: High volume of similar content can make standing out challenging.
  • Slower Growth: Building a following can take time compared to more visual platforms.
  • Limited Visual Appeal: Less emphasis on aesthetic content, which might not suit all brands.


Instagram: Pros and Cons

Pros:

  • Visual Appeal: Perfect for those who can create aesthetically pleasing content. (Short form videos works best here!)
  • Community Building: Encourages interaction through comments, stories, and DMs.
  • Relatability: Easier to connect with audiences on a personal and emotional level.
  • Rapid Growth: Potential for quick follower growth with the right content and engagement strategies, along with a higher chance of content going 'viral' (Re: 'Brat summer', 'Demure' trend etc)
  • Content Versatility: Use of photo carousels, videos, stories and reels allows for diverse content formats.

Cons:

  • High Scrutiny: A culture of judgment and comparison can be challenging.
  • Algorithm Dependence: Visibility can be heavily influenced by Instagram’s algorithm, making organic reach unpredictable.
  • Content Demands: Requires consistent and high-quality visual content, which can be time-consuming to produce.
  • Shorter Content Lifespan: Posts have a shorter shelf life compared to platforms like LinkedIn.

What worked!

When consulting clients, I choose platforms based on their target demographics, career goals, and comfort with either written or spoken word. For example, a client seeking a finance role benefited immensely from a personalised website that showcased his projects in a format resembling financial statements. We linked this to his LinkedIn profile and resumé, and he soon landed an excellent position in his field.

It's important to remember that personal branding isn't limited to social media. There are so many avenues to explore—websites, eBooks, newsletters, blogs, media articles, even comic strips. Some creative professionals are even streaming their brainstorming sessions on platforms like Discord to build a community. The key is discernment—choosing the right platform that aligns with your strengths, audience, and the story you want to tell.

So, as you embark on your personal branding journey, consider your options carefully. Authenticity, platform suitability, and a clear sense of purpose will guide you to not just establish your brand, but to scale it in a way that feels both authentic and sustainable.

PS: I curated a 300 page, research-backed journal to act as a guide and foundation for your personal brand. Order 'Discovering the Self' here: https://journal.the5minutelibrary.in/

Subject expertise outweighs aspiration for thought leadership.

Piyush Bajpai

Director - Cyber | Cyber - Brand & Marketing | Cyber - ERI Lead at Deloitte

1 个月

Good comparative treatment and some good advices too. Recommended read!

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