Those who have tried to connect with, for example, bestselling author Verena Pausder or VW CEO Herbert Diess on the social network LinkedIn may have noticed that their profiles are equipped with a „Follow“ button. In contrast, most other profiles have a „Connect“ button in this position.

What is the difference between followers and connections on LinkedIn?

To make contacts on the popular social media channel, there is usually the option to send people a direct connection request. For some time now, however, users of the professional network can independently decide whether their LinkedIn profile should be equipped with the „Connect“ or „Follow“ button. In the past, this was only possible for the network’s true influencers.

Generating more reach and followers on LinkedIn can bring significant advantages for companies in numerous areas. Therefore, they should know what the actual difference is between contacts and followers on LinkedIn.

How „Follow“ and „Connect“ differ

The normal scenario on LinkedIn is that users connect with former or current service providers, business partners, or colleagues. Often, these contacts are known personally. If the respective connection request is accepted, a direct connection to the user is established. In the network’s jargon, this is also referred to as a first-degree connection or direct contact. In this case, „1st“ can be found behind the name. After the connection with the new contact has been made, some functions are unlocked. This makes it possible to send direct messages, see and share updates, and view the new contact’s own connections – provided that no restricted visibility has been set by the contact.

However, if only a company profile or a contact is followed, the available options are a little different. For example, direct message exchange is not possible. The contact’s updates are displayed in one’s own feed, but the contact does not see their follower’s activities in their feed. Also, second-degree connections are not visible on a profile that is only followed. To truly cultivate a relationship with a contact, the „Connect“ option should always be chosen. While following can ensure continuous information about news on the respective profile, an exchange is only possible in the form of paid InMails or a genuine connection request.

When is following an advantage?

However, there are certainly scenarios where simply following a profile can offer advantages. This generally applies when the respective contact does not offer any other option than „Follow“ on their profile. While there are certain tricks to still send a connection request, it is generally not advisable. A profile should also be followed if there is no interest in direct exchange, but the posts of the company or person are relevant. Following is also a practical function to avoid having to wait for the person to confirm the connection request – their posts can be viewed directly.

In some cases, users also prefer that their own professional and personal updates are not shared with certain network members. Following can therefore be described as a practical way to connect with other profiles in a particularly non-committal manner. If a connection request is sent and confirmed, your own profile automatically becomes a follower. Thus, no additional click to follow is necessary.

LinkedIn is particularly interesting for lead generationandrecruitment.