Most consumer brand founders still view LinkedIn as a B2B wasteland. They spend their days fighting the TikTok algorithm or burning cash on META, hoping to find an audience with a credit card and five seconds of attention. Meanwhile, they are ignoring the one platform where the organic reach is still high and the average user actually has disposable income.

In the last month or two, I’ve become the perfect case study. I bought Neutonic creatine pouches because of James Smith’s chaotic content and I have even started buying boujee beans because of Amelia Christie-Miller posting about Bold Bean Co’s epic recipe content.

In a world where AI can create content at scale, and consumers are being sold to everywhere with ads optimised to perfection. On LinkedIn for some reason, it feels like invasive and less as if you are being sold to. Probably because you’ve followed the Founder and trust their face.

I didn’t buy these things because of a highly produced 15-second ad. I bought them because LinkedIn allows for something other platforms have lost: depth and founder-led trust.

We need to stop pretending that "B2B people" are a different species. At the end of the day, a Managing Director or a Head of Growth is still a person who eats, shops, and scrolls. They just happen to be scrolling in a place where they are thinking about their career, their network, and their aspirations.

In a world where AI-generated content is becoming more prevalent and every ad is polished to death, LinkedIn has become an increasingly interesting channel. This has nothing to do with the platform's tech and everything to do with the people on it. You follow a founder. You recognise their face. You trust their perspective. That human connection is the only thing automation can't replicate.

If you try to run your LinkedIn page like a catalogue, you will fail. This isn't the place for pack shots and "Buy Now" buttons. It is the place for the "Why."

Talk about the problems you are solving. Share the mistakes. Call out the industry. People on this platform engage with ideas first and products second. Once you win the mindshare of a leader on LinkedIn, the sale follows naturally.

It is time more consumer brands stopped ignoring the most profitable playground on the internet. The "suits" are buying. You just need to give them something worth reading.

Sure, my anecdotes represent some form of truth that this works, but aside from my own experiences, hear it from some of these founders who are living the LinkedIn dream:

"LinkedIn has proved our single most effective marketing channel. When someone is on LinkedIn, they are business-minded rather than simply scrolling on Instagram or TikTok for entertainment. For a consumer-facing investment business like ours, our visibility on LinkedIn has been fundamental in attracting new clients and in shortening our time-to-close for the simple reason that people feel like they have got to know us" - Callum Woodcock - Founder of WineFi.

"In the early days it was one of the main ways people were hearing about us and anecdotally we’re 'that LinkedIn cereal brand”. Ruth Tyrie - Brand Lead of Surreal

Batch LDN’s Co-Founder Julian Osborne posted one LinkedIn update asking decision makers to consider Batch LDN's Covent Garden flagship as their event space. Just a founder being transparent about his numbers and what he needed. That single post generated £25,000 in event bookings. And customers still walk in saying "I know you guys from LinkedIn."

"Hard to say but LinkedIn could attribute to north of 50% of our total revenue" - Julian Osborne, Co-Founder, Batch LDN

We're entering a world where AI can flood every platform with perfectly optimised ads and polished content at scale. Consumers are being sold to everywhere, constantly, by algorithms that know exactly which buttons to push.

And yet on LinkedIn, it doesn't feel that way. When James Smith posts about Neutonic or Amelia Christie-Miller shares a Bold Bean recipe, it doesn't register like an ad. It registers as a person you've chosen to follow, talking about something they've built.

That distinction is about to become the most valuable thing in marketing. As AI makes content cheaper and more abundant everywhere else, the founder's face and story become the scarcity. The trust you build here can't be manufactured at scale - which is exactly why it works.

If you're a CMO at a consumer brand, here's the play:

Audit your founder's LinkedIn. Is it active? Is it personal? If it reads like a press release, you're wasting the asset.

Invest time or money into founder content. One authentic post from your founder can outperform thousands in ad spend. And it builds meaningful brand equity.

Stop treating LinkedIn as B2B only. Your customers are here. They're just wearing suits while they scroll.

Move now. This arbitrage won't last. As more brands wake up, the organic reach will compress. The window is open. Walk through it.

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