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The more traditional B2B posts have given way to a social media presence that is funnier, more casual, and definitely more meme-ified, which got me thinking: What's the reason behind the shift?

As HubSpot's Global Director of Social Media, Bryna Corcoran, told me: “... 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.”

Turns out that it‘s more than just working. In only six months, HubSpot’s social team saw 84% year-over-year growth on LinkedIn, according to internal benchmarks.

Here, Corcoran shares with me her tips for growing a LinkedIn community and her broader insights on how to succeed across social platforms in 2025.


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HubSpot's Director of Social On Creating A Strong LinkedIn Strategy, Becoming Relevant to Gen Z, and Experimenting Constantly
LinkedIn's audience has changed, so your content should, too.
When I sat down with Corcoran, the first question I asked her was simple: Why LinkedIn?

She told me there were several reasons. Some users have found it harder to thrive on X (previously known as Twitter), so they've gradually migrated to LinkedIn for that similar “open-forum town square” feel.

Additionally, more Gen Zs and younger millennials are now turning to LinkedIn for career development and job searching.

So the social team saw an opportunity: Why not test their Twitter tone-of-voice — short, text-only, casual posts, or what she calls “shower musings” — on LinkedIn?