Undisclosed Paid Posts by Influencers Undermine Brand Credibility on LinkedIn

LinkedIn influencers have become key in shaping public opinion and driving success for personal brands, marketing campaigns, and even repairing PR crises. Brands now hire these influencers to boost their image. However, this trend raises concerns about the lack of transparency in paid collaborations, unchecked influence on brand narratives, and brands outsourcing their authenticity.

An advertisement posted recently on LinkedIn went viral for a Yes Madam billboard, which showed how beauticians had now turned successful in their earnings due to the empowerment that the brand had implemented. However, not all were convinced that this was a paid post.

Although, a user added the #Ad in the post. That's how influencers reveal their association with the brand. The addition happened only after calling up Manisha Kapoor, CEO and secretary general, The Advertising Standards Council of India (ASCI).

YesMadam gave insights about this and clarified whether it was a paid campaign or not. Mayank Arya, co-founder, YesMadam, said, “We are humbled and delighted to see the overwhelming response to our recent post on LinkedIn showcasing the incredible journey of our service partners. The campaign highlights real stories of empowerment, like that of a beautician who is now earning a sustainable livelihood through Yes Madam.”

“What makes this even more special is the organic interest it has generated among influencers and the public. The heartfelt inspiration behind these stories has resonated widely, encouraging many to share and celebrate them without any paid promotion from our side,” YesMadam added.

Further, “In fact, the impact of these narratives has been so profound that even the founder of 6C Diamonds was touched by the story and gifted a half-carat diamond to the service partner, saying, ‘A diamond deserves a diamond.’ Such gestures reflect the true power of these stories to inspire and connect on a deeply human level," It added.

Such discussions emphasize the challenges posed by LinkedIn influencer culture for brands and consumers alike, highlighting the significance of transparency, ethics, and marketing strategies in this developing ecosystem.

Are brands over-relying on LinkedIn influencers?

Asher Chetan, founder and CEO, Tonic Worldwide, believes that it's not over-reliance, but strategy. He adds that this gives a very robust ecosystem in which brands can find those specific demographics and profiles, which makes LinkedIn a good point for such targeted campaigns.

Asher Chetan stated, “We’re seeing a natural evolution of LinkedIn as a platform with its own set of creators. This was bound to happen, but brands must use it thoughtfully to avoid issues like backlash or inauthentic messaging”.

Ambika Sharma, founder and chief strategist, Pulp Strategist, affirms that brands often tend to take an easy way out, but then, it is not a one-size-fits-all. Some brands could find it strategic to engage LinkedIn influencers to gain visibility and drive engagement for themselves.

“For others, it leans more into self-validation—a way to feel relevant by associating with influencers who already have an audience. That said, this isn’t necessarily a negative thing, as long as the collaboration aligns with the brand’s goals and values. The key is balance—using influencers to amplify, not define, the brand narrative,” she added.

According to Anirudh Sridharan, co-founder, HashFame expressed, "LinkedIn, unlike platforms such as Instagram, is rooted in professional integrity. When influencers fail to disclose paid partnerships, it disrupts the implicit contract of trust among users."

"Not because paid content is bad, but because it affects how users weigh their recommendations. Clear sponsorship labels would help users make better-informed decisions about the professional advice they choose to follow,” he added.

Shradha Agarwal, co-founder and global CEO, Grapes Worldwide, highlights the significance of maintaining audience trust in the professional ecosystem of LinkedIn.

"Considering that LinkedIn audiences are driven by professional purposes seeking career growth, industry knowledge, etc., they appreciate authenticity. As a result, LinkedIn influencers can severely deter the trust of the audience in the brand," she says.

Furthermore, she added,"Major developments are also required from the platform’s end to facilitate the integration of disclosure tools, helping the audience identify any sponsored influencer activity on LinkedIn".

Saurabh Parmar, a fractional CMO, stated, "Brands worldwide leverage influencers for brand building, so why not on LinkedIn? In fact, I'd argue that LinkedIn is a better platform in many cases".

"The rise of AI influencers will further disrupt traditional influencer marketing. Ultimately, subject matter experts are here to stay, and LinkedIn, with its professional network, is a better platform. But it will need a better quality of creator/influencer agencies and brand custodians who understand 'real influence vs reach'," he explains.