Why Most of Us Vastly Undervalue LinkedIn

Marketing used to cost thousands. Now, it just takes a good post on LinkedIn.

There’s an old saying: “There’s no such thing as a free lunch.” But when it comes to LinkedIn and social media marketing, it sometimes feels like there is. Businesses today have the ability to put their message in front of potential customers for free, something that was virtually impossible just 20 years ago.

And yet, because this opportunity is free, many people underestimate its value.

Check my original post about this topic here.

Before Social Media, Attention Was Expensive

Not long ago, the only way to reach potential customers was by paying for ads in newspapers, TV, radio, or direct mail. A simple local newspaper ad could cost hundreds of dollars each week, while television or billboard campaigns required budgets many small businesses simply didn’t have.

The launch of platforms like LinkedIn (2002), Facebook (2004), YouTube (2005), and Twitter (2006) changed the game. For the first time, businesses could distribute content to a wide audience without paying a cent.

Why Free Feels Less Valuable

Psychologists call this the “zero-price effect”—when something is free, people instinctively undervalue it, even if it’s incredibly powerful. The same is happening with LinkedIn. The ability to reach thousands of ideal customers daily without spending money feels less valuable simply because there’s no price tag attached.

But the numbers tell a different story:

•  LinkedIn reports that 82% of B2B marketers see their greatest success on the platform compared to others.

•  According to DemandWave, 80% of B2B leads from social media come through LinkedIn.

•  And LinkedIn video posts generate 5x more engagement than other types of content.

  
  

The opportunity is real—and it’s far from free in terms of long-term impact.

Making the Most of It

 For businesses and professionals, the real question is not whether LinkedIn is valuable—it’s whether they are taking advantage of the opportunity. Those who consistently share insights, create video content, and engage with their networks are reaping benefits that used to cost thousands of dollars in traditional advertising.

The platform may not charge money to post, but it does require consistency, creativity, and authenticity. Those who treat it like the marketing powerhouse it is are already ahead.