How Sam Meller Achieved a 35,000% Increase in LinkedIn Visibility
In the fast-paced world of social media marketing, understanding your audience is crucial. Sam Meller, Head of Social at The Hustle, implemented a strategic content shift that led to a staggering 35,000% increase in visibility on LinkedIn.
A Tale of Two Platforms
When Sam joined The Hustle, she conducted a thorough audit of their social media channels. She quickly identified a significant discrepancy: while the brand thrived on Instagram, LinkedIn engagement was minimal.
Both platforms initially used the same content strategy—daily recap videos from The Hustle Daily Show. However, these videos resonated well on Instagram but fell flat on LinkedIn. Many marketers might have concluded that LinkedIn wasn’t a suitable channel for The Hustle. But with over a decade of content marketing experience, Sam trusted her instincts.
“LinkedIn should be a strong platform for us,” she noted, recognizing the platform’s relevance to their business-focused content.
A Tactical Approach to Topics
Around the time of her assessment, LinkedIn introduced a new short-form video feature, resembling Instagram Reels. Sam saw this as an opportunity.
“Let’s test out podcast clips from My First Million,” she suggested, aligning familiar content with LinkedIn’s audience expectations. The impact was swift and impressive—impressions skyrocketed from 71,000 in August to an astonishing 25 million in September.
Key Takeaways from Sam’s Success
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Know Your Audience on Each Channel
Not all audiences are the same across platforms. A loyal follower on Instagram may not engage with the same content on LinkedIn. -
Humanize Your Brand
Audiences prefer to connect with real people rather than faceless brands. Sam emphasized the importance of showcasing the talent behind the content, stating, “People want to follow people.” -
Trust Your Gut
While data analytics provide valuable insights, relying solely on them can be misleading. Sam highlighted the importance of intuition in making strategic decisions, especially when navigating rapidly changing online landscapes.
Conclusion
Sam Meller’s experience at The Hustle serves as a powerful reminder that understanding your audience, personalizing content, and trusting your instincts can lead to extraordinary results. As the digital landscape continues to evolve, staying adaptable is key to maintaining engagement and visibility.
Related Keywords: social media strategy, LinkedIn marketing, audience engagement, content marketing, video content, branding, digital marketing strategies.
