LinkedIn's Campaign: A Fish Out of Water

LinkedIn’s new ‘Fish Out of Water’ campaign takes a (light) jab at other social platforms as it tells advertisers that the right place for B2B marketing isn’t between photos of cute puppies, or viral videos — it’s on LinkedIn. 

“Sure, your buyers enjoy watching a skateboarder roll down a hill while lip-synching to Fleetwood Mac and drinking Ocean Spray Cran-Raspberry juice. LinkedIn is different, though, and it’s different by design…" 

Depending on the B2B brand, your audience, your goal, and content strategy (that would include both paid and organic), B2B brands can connect with their audience elsewhere, while they are in a ‘professional mindset.’ 

IMO, one can remain in this 'mindset’ while on for example, Instagram, and scrolling through current sneaker drops, a clip from Oprah’s interview with Meghan & Harry and then an IBM ad that shows how they’re transforming industries with blockchain. This gets me thinking that IBM could possibly help us (retailer) develop a solution to better track our goods from manufacturers. I bookmark the ad, and send a DM for a contact at IBM who I can speak with to discuss opportunities. 

LinkedIn mentions thought leadership, career-advice, and conversation starters as content that will connect with an audience ready to do business. Absolutely, though this is not exclusive to LinkedIn. 

Just check out @IBM, @Adobe, @Zendesk, @Mailchimp and @GE accounts on Instagram and Twitter — their content is great and can certainly resonate with a B2B audience, future customers or employees. 

Don’t get me wrong, I like LinkedIn and see a lot of value in the platform. I’m here, and using it. And, will continue to do so. Where I respectfully disagree, is in the view that they are the only social platform for B2B brands to connect with their audience — whether via ads or organically. And, maybe this wasn't the intent LinkedIn had...

#linkedincampaign #linkedinadvertising #b2bmarketing