How HubSpot Grew LinkedIn by 84% With Authentic Social Strategy

Shifting from Corporate to Conversational on LinkedIn

The professional social landscape is undergoing a significant transformation, driven by changing audience expectations and platform dynamics. HubSpot recently demonstrated the power of this shift, achieving an 84% year-over-year growth in their LinkedIn presence within just six months. This success wasn’t driven by increased ad spend or algorithmic hacks, but by a fundamental change in tone and strategy. Bryna Corcoran, HubSpot’s Global Director of Social Media, led the initiative to move away from traditional, polished B2B posts toward a more casual, meme-infused, and conversational approach. The result was a social media presence that felt less like a corporate broadcast and more like a genuine community discussion.

This pivot highlights a broader trend in social media strategy: the need to adapt to the evolving demographics and behaviors of platform users. LinkedIn is no longer just a digital resume repository; it has become a vibrant forum for professional discourse, career development, and even casual interaction. As Gen Z and younger millennials increasingly use the platform for job searching and networking, the content that resonates with them differs significantly from what appealed to previous generations. Corcoran noted that the team started to speak directly to the next generation of marketing and sales reps, adopting a Gen Z and millennial tone of voice. They began dabbling in internet culture and posting memes, which, while initially met with some skepticism, ultimately fostered a more engaged and loyal community.

The decision to experiment with this new voice was not made lightly. In the early stages, the team posted only a few times a week, carefully monitoring the reception of their “shower musings”—short, text-only, casual posts that mirrored the tone often found on other platforms like X (formerly Twitter). The response was overwhelmingly positive, with follower counts growing faster than ever before. This success underscores the importance of treating a brand as a person rather than a faceless entity. By discussing the daily thoughts, feelings, and challenges of their customers, HubSpot humanized its brand and created a relatable point of connection with its audience.

For businesses looking to replicate this success, the key takeaway is the value of authenticity. Users on LinkedIn expect to interact with businesses, and they are more likely to engage with content that feels real and relatable. As Corcoran explained, LinkedIn is one of the most credible platforms because users operate under their real names and professional histories. This environment encourages thoughtful contribution and civil discourse, making it an ideal space for brands to build meaningful relationships. By leaning into this expectation and embracing a more personal approach, companies can unlock new levels of engagement and growth.

Why LinkedIn Is a Unique Opportunity for B2B Brands

LinkedIn offers a distinct advantage for B2B brands compared to other social media platforms. While Instagram and Facebook are primarily designed for personal connections, LinkedIn is explicitly built for professional interaction. This means that users expect to see and engage with business content, reducing the barrier for brands to participate authentically. Corcoran emphasized that businesses should not overlook LinkedIn, noting its credibility and the quality of its user base. The platform’s requirement for real names and accurate work histories ensures that interactions are generally more thoughtful and professional than on other social networks.

This credibility extends to the type of engagement that occurs on the platform. HubSpot found a vibrant community of users who enjoy sharing their thoughts, engaging in healthy debates, and connecting with brands and peers. This environment fosters a sense of belonging and encourages users to interact with content that resonates with their professional lives. For brands, this means that LinkedIn is not just a channel for broadcasting messages, but a space for building a community. By participating in these conversations and contributing valuable insights, brands can establish themselves as thought leaders and trusted partners in their industry.

Another significant benefit of LinkedIn is its ability to amplify content to new audiences through lightweight engagement. When a user likes or comments on a brand’s post, that interaction is often visible to their connections, even if those connections do not follow the brand. This organic reach can help brands reach new prospects and leads without additional advertising costs. Corcoran highlighted this feature, noting that it provides incredible opportunities to broadcast content and expand brand visibility. For businesses looking to grow their LinkedIn presence, encouraging engagement from employees and advocates can be a powerful strategy to leverage this platform-specific advantage.

Adapting to Changing Audience Expectations

The shift in HubSpot’s social media strategy was driven by a clear understanding of their audience. Corcoran and her team developed new, fresh personas for their social channels to enable an audience-first approach. By keeping specific personas in mind, such as a sales rep trying to get cold calls answered, they could create content that directly addressed the challenges and interests of their target audience. This approach ensures that content is relevant and relatable, increasing the likelihood of engagement and sharing.

Cultural relevance also plays a crucial role in modern social media strategy. HubSpot’s team actively monitors cultural moments and trends outside of their own universe, looking for opportunities to connect their brand to broader conversations. This strategy helps keep the brand top-of-mind and relevant, especially among younger audiences like Gen Z and Millennials, who are now the primary target demographics for many marketers. According to HubSpot’s Marketing Trends Report, marketers are increasingly prioritizing content that reflects brand values and taps into culturally relevant moments. This approach not only drives engagement but also helps build a stronger emotional connection with the audience.

However, embracing cultural relevance and a casual tone requires careful navigation. Corcoran admitted that the team initially used a “let’s try everything” method, testing various types of content to see what resonated. They experimented with memes, grammatical errors, and other trends, sometimes receiving mixed reactions. To mitigate the risk of missteps, the team now asks three key questions before posting: Who is this for? What is the HubSpot way in? How can we connect it to culture? This framework helps ensure that content is aligned with the brand’s values and resonates with the intended audience, even when experimenting with new formats and tones.

The Power of Testing and Iteration

One of the most valuable lessons from HubSpot’s LinkedIn success is the importance of continuous testing and iteration. Corcoran emphasized that not every post will be a hit, and that’s okay. The goal is not perfection, but consistent learning and improvement. By regularly reviewing performance metrics and analyzing what works and what doesn’t, brands can refine their strategy over time. For example, after winning a G2 award, HubSpot’s team tested two approaches: a traditional, official asset and a meme. The meme significantly outperformed the official post, demonstrating the power of personality-driven content in driving awareness and engagement.

This willingness to experiment extends to the format of content as well. HubSpot has found that short-form videos and images, often shot on an iPhone and edited minimally, perform better than highly produced assets. This aligns with industry-wide trends, as marketers increasingly prioritize authenticity and relatability over polish. Corcoran noted that overly clean or polished posts can sometimes be mistaken for ads, which may not resonate as well with audiences seeking genuine content. By adopting a more raw and authentic approach, brands can stand out and connect more deeply with their audience.

To implement a successful testing strategy, brands should establish a regular review process. Corcoran and her team analyze every post at the end of each month, evaluating factors such as readability, visual appeal, and engagement metrics. This systematic approach helps identify patterns and themes, enabling the team to make data-driven decisions about future content. Over time, these insights can help brands predict what will perform well with their audience and adjust their strategy accordingly. This iterative process is essential for staying relevant and competitive in the fast-paced world of social media.

Measuring Success Beyond Vanity Metrics

Measuring the success of a social media strategy requires looking beyond vanity metrics like follower count or likes. Corcoran explained that HubSpot’s primary goal is brand awareness and product consideration, which are best measured through engagement metrics such as likes, comments, and shares. While a meme may not directly lead to a software purchase, it plays a crucial role in keeping the brand top-of-mind during the buyer’s journey. When users engage with content, it signals that the brand is culturally relevant and worth paying attention to.

Shares are particularly significant because they indicate that the content struck an emotional chord with the audience. When a user shares a post, they are not only endorsing the content but also exposing it to their network, potentially reaching new audiences who are not yet familiar with the brand. Corcoran highlighted this effect, noting that shares often introduce HubSpot to new prospects who become curious about the brand. This organic reach is invaluable for building brand awareness and driving long-term growth.

For brands looking to optimize their social media strategy, it’s essential to align metrics with business goals. If the goal is brand awareness, then engagement metrics are the most relevant indicators of success. If the goal is lead generation, then tracking clicks and conversions may be more appropriate. By clearly defining objectives and measuring performance against those goals, brands can ensure that their social media efforts are contributing to overall business success. This data-driven approach enables brands to make informed decisions and continuously improve their strategy.

Practical Steps for Implementing a Human-Centric LinkedIn Strategy

Implementing a human-centric LinkedIn strategy requires a shift in mindset and approach. Here are some practical steps based on HubSpot’s experience:

1. Develop Detailed Personas: Create specific personas for your target audience, including their challenges, interests, and daily routines. Use these personas to guide content creation and ensure relevance.
2. Embrace Authenticity: Avoid overly polished content. Use casual language, share behind-the-scenes glimpses, and don’t be afraid to show personality. Authenticity builds trust and connection.
3. Monitor Cultural Trends: Stay aware of broader cultural conversations and trends. Look for opportunities to connect your brand to these topics in a meaningful and relevant way.
4. Test and Iterate: Regularly test different types of content, formats, and tones. Analyze performance data to identify what works and refine your strategy over time.
5. Encourage Employee Advocacy: Leverage the power of your employees’ networks by encouraging them to engage with and share brand content. This can significantly amplify your reach.
6. Focus on Engagement: Prioritize content that encourages comments, shares, and discussions. Engagement is a key driver of brand awareness and community building.
7. Post at Optimal Times: Corcoran recommends posting three to four times a week, avoiding weekends. The best times are typically early morning, around lunchtime, or late afternoon when users are more active.

By following these steps, brands can create a LinkedIn strategy that resonates with their audience, builds a strong community, and drives meaningful business results. The key is to remain flexible, open to experimentation, and committed to providing value to your audience. Social media is a dynamic landscape, and success requires continuous adaptation and learning.

The Future of B2B Social Media Strategy

The success of HubSpot’s LinkedIn strategy highlights a broader shift in B2B social media. Brands that continue to rely on traditional, polished, and formal content may find themselves falling behind. The future belongs to brands that are willing to be authentic, strategic, and audience-centered. As Corcoran’s team continues to test and learn, they are demonstrating that growth on social media is not just about having a loud voice, but about having a genuine one.

This shift is particularly important for B2B companies, which have historically played it safe when creating social content. However, decision-makers are increasingly looking for brands that feel human and relatable. By personifying your business and showing up as a real entity, you make it easier for prospects to connect with your brand. This approach not only drives engagement but also builds long-term loyalty and trust.

At AEO/GEO, we understand the importance of adapting to these changes. Our AI content automation platform helps businesses create, optimize, and distribute AI-ready content at scale, ensuring consistent visibility in AI-generated answers and emerging search ecosystems. By leveraging intelligent content creation and automated distribution, businesses can maximize their brand visibility and stay ahead in the AI-driven search era. We believe that by empowering businesses with the right tools and strategies, we can help them win visibility and drive meaningful growth in this evolving landscape.

Ultimately, social success doesn’t come from having all the answers. It comes from showing up, testing, and not being afraid to sound human. That’s what makes people stop scrolling and engage with your brand. As the social media landscape continues to evolve, brands that embrace authenticity and audience-centricity will be the ones that thrive. The question is not whether you should adapt, but how quickly you can do so to stay relevant and competitive.