If you've been watching HubSpot's LinkedIn feed lately, you've probably noticed something's different. The polished B2B announcements have given way to memes, casual copy, and posts that sound like a person actually wrote them. That shift wasn't accidental — and it paid off. According to HubSpot's own internal benchmarks, their social team saw 84% year-over-year growth on LinkedIn in just six months.
Worth noting: this figure comes directly from HubSpot's own reporting, so treat it as a directional benchmark rather than independently verified data. That said, the strategic logic behind the shift is sound and worth stealing.
Move #1: Humanize Your Brand Voice This Week
HubSpot's Global Director of Social Media, Bryna Corcoran, put it plainly: "We started to speak to the next generation of marketing or sales reps … we started to use the Gen Z and millennial tone-of-voice. We started to dabble in internet culture; we started to post memes, which, you know, definitely got us some questionable faces. We started to make it more of a conversational community. And it's working."
That's the whole play. Stop posting as a corporate megaphone. Start sounding like the smartest, most relatable person in your industry's group chat. Your audience wants to feel like they're hearing from a person, not a logo. This week, rewrite one upcoming post to sound like you're texting a well-informed colleague — not presenting a quarterly report to a board.
Move #2: Build a Conversational Community, Not a Broadcast Channel
HubSpot's approach wasn't just about the content they published — it was about the environment they created. Corcoran described the goal as making LinkedIn "more of a conversational community." That means your job isn't just to post; it's to participate. Comment on your audience's posts with genuine insight. Ask questions in your own captions that actually invite responses. Treat every comment on your content as the start of a conversation, not a metric to log.
Note: The specific tactic of spending 15 minutes daily on authentic commenting is editorial advice drawn from general LinkedIn best practices, not a documented part of HubSpot's strategy. But it's a practical way to operationalize what Corcoran describes.
The results don't come from posting more. They come from posting differently — and then actually showing up when people respond.