Jayde Powell, an American social media strategist, found a surprising new way to make money by posting on LinkedIn. Having worked with major brands like Delta Airlines, she never expected LinkedIn to become a source of income. But when the tides of social media shifted away from platforms like X.com (formerly Twitter) in 2022, Powell saw an opportunity.
Within a year, Powell’s posts, which revolved around her corporate experiences, began gaining attention from both her followers and former clients, CNBC Make It reported. The breakthrough came when Sprout Social, a social media management platform, offered her $1,000 to create a sponsored post for their event on her LinkedIn page. That moment, Powell says, was her realisation that she could turn her LinkedIn presence into a profitable venture.
"Having brand partnerships [on LinkedIn] has really saved me and allowed me to pay my bills," Powell, 31, told CNBC Make It. The content she creates for her LinkedIn account has brought her $27,000 this year (Rs 22.70 lakh), according to documents reviewed by CNBC.
Powell launched her own agency, The Em Dash Co., in 2022 to gain more flexibility and independence from the traditional 9-to-5 grind. As a solo business owner, the additional income from LinkedIn has become crucial in covering her mortgage, utility bills, and business expenses, while she continues to grow her agency.
Her income from the LinkedIn side hustle hasn’t yet surpassed her $95,000 salary from her previous full-time job, but it has far exceeded her initial earnings from The Em Dash Co., which totaled $52,100 last year.
Powell’s success underscores a broader trend in influencer marketing. "Consumers are more savvy than ever; they know when they’re being marketed to," she explains. By incorporating personality and authenticity, she has built a more engaging and relatable online presence.
"People trust people, not brands," she adds. According to a 2023 survey from PR firm Matter Communications, over two-thirds of US consumers prefer recommendations from influencers or friends over traditional brand advertising, CNBC reported.
For Powell, LinkedIn became her platform of choice. “I like the unserious tone, but I adjust my content to fit what young professionals are talking about,” she says. After realising the potential for monetisation, she started reaching out to brands, the same way she had built her business clientele. By leveraging tools she already used, like Teachable for webinars, she initiated conversations with potential partners.
Running her LinkedIn side hustle has both perks and drawbacks. While she appreciates the flexibility, the uncertainty of freelancing is daunting. "It can be scary when you’re wondering, 'When is my next paycheck coming? When is my next invoice going to process?'” she admits.
Despite these challenges, Powell sees a bright future in her new role as a LinkedIn influencer. Her next goal is to hit 100,000 followers by 2025 and perhaps even transition to creating content full-time.
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