Almost five years ago, Jeff Selingo was “pretty skeptical” that becoming a LinkedIn influencer would yield many benefits. But today, the author praises the platform for providing “huge amounts” of traffic to his content and even helping him sell books.

Once a place to dump your resume and be on your way, LinkedIn is fast becoming a full-fledged social network. After Microsoft’s acquisition of the platform last December, it has been undergoing a stealthy makeover, with new features including an amplified publishing platform, refined targeting tools, and a streamlined mobile app. But while it reaches 500 million business professionals, where does Linkedin stand when it comes to consumer marketing?

Unlike Twitter, Facebook, Instagram, or Snapchat, LinkedIn projects itself as a place of polite discourse and appropriate inspiration. It wants to be your ticket to employment, and thus is void of the privacy problems, compromising photos, and ads afflicting other social platforms. While safety doesn’t always equal success for brands, it may well be what gives LinkedIn its edge over other platforms.

LinkedIn recently announced a video creation feature and Snapchat-style geofilters for events and conferences. Although this may seem to come out of left field, it continues the logic of adapting all the features other platforms boast into safer, more professional versions. Users also tend to be more careful about what they post on the platform. Could less promiscuous influencer-brand partnerships, and thus more authentic consumerism, find a home on LinkedIn?

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