Top 100 LinkedIn Creator in Finland 🥳
During the first year of operation for Niiranen Advisory Oy, I started to consistently post my thoughts on LinkedIn. While I had already earlier been active in managing the social media channels of my previous company, the difference was that now I could focus on what I personally had to say.
My posting style has developed very much in line with the “Power Platform Advisory, Explicit Insights” tagline of my own company. Rather than merely sharing the latest exciting news from Microsoft, I always focus on my own perspective on the topics. What do I see as important, valuable, problematic, risky with the technical subject in question?
It turns out that there is an audience for LinkedIn content that is more personal - and also more critical. As a result of being consistent with my posts, in April 2025 I was listed on position #56 of top LinkedIn creators in Finland by the social media influencer platform Favikon.
Looking at the user profiles in the Top 100 list, it was honestly a bit surprising to find myself so high up on the general creator category. The top positions go to CEOs of famous Finnish companies like Nokia and Supercell. You’ll also find local media personalities and celebrities on the list before getting to #56. Yet somehow there’s shockingly few of those folks who are active users on LinkedIn.
Favikon’s database contains some interesting benchmark data. While of course it is merely the interpretation of their own ranking algorithm, I believe it still provides a reflection of the relative reach of one’s message on social media. Being ranked in LinkedIn Top 3% for the worldwide user base at #11800 is probably even more important than being number 56 in Finland only.
In practice, the Top 200 list reveals how the online audiences live inside their own specific bubbles. When you put everyone on a common scale and use the ranking algorithm based on message reach and engagement in a creator database of 10M+ rows, this removes the bubble created by LinkedIn’s own feed algorithm. Thus creating the surprising results. If the feed content wasn’t targeted based on interests and demographics but rather general popularity, this is how the creators would show up when opening the LI app.
Social media is the modern mass media, yet it behaves very differently than traditional broadcast media. It consists of endless niche topics that each have their own top influencers. In reality they go far deeper than categories like “Technology & Innovation” where Favikon’s data ranks me on #3 in Finland. The other top creators on such a list will not be posting about Microsoft Power Platform, Copilot or low-code applications like me. They’re serving their own niche that I’m unlikely to see.
It’s all about connecting with those people that matter. This is the power of online communities in action, with purely organic content finding the right audience through the support of other community members. Messages that resonate and deliver value get amplified - without needing to spend money on acquiring paid visibility from the social media platform vendors.
My LinkedIn posts statistics from past 1 year, as collected by Shield Analytics.
Looking at the personal stats from my LinkedIn profile, I’m currently close to 3 million impressions per year. We all know that these “views” aren’t exactly a reliable or realistic measurement of what users of online services actually see. It’s therefore mainly relevant in seeing what’s the relative reach of your message - compared to either earlier periods of time or others who are sharing similar content.
I don’t think there’s any secret code to crack on achieving visibility on social media. One does not simply go viral. Especially in these niche domains, it all comes down to one thing: consistency. You don’t achieve this merely by having a social media posting calendar (which I totally don’t have). Rather it’s about practicing how to A) determine a subject of interest, B) formulate the information and opinions into an effective message format, and C) doing it over & over again.
I must stress how crucial interaction is. Not one-directional posting and repetition of your message - because who wants to listen to people just shouting into their megaphone? The “social” in social media comes from treating others users like they are human beings, not followers/subscribers. Replying, commenting, asking questions, showing appreciation, giving back. Not only is that an effective way to become a valued member of the community. It also makes the act of using channels like LinkedIn a rewarding experience rather than a marketing chore.
