How I Doubled My LinkedIn Following & Built a Career-Focused Social Media Presence That Actually Converts

When I first started sporadically writing articles on LinkedIn back in 2021, I doubt I even had 1,000 followers. I wasn’t trying to go viral or build a personal brand — I just wanted to share my perspective on pharma careers, biotech, and the complex reality behind working in this industry.

Coming from an agency background — with experience in medical writing and social media plan development — I naturally approached content with structure and strategy. I understood audience behavior, how to craft messages that resonate, and how to build consistency. That experience became a major asset when I committed to showing up online with more intention.

Fast-forward to now: I’ve grown my LinkedIn following to over 3,700, landed speaking opportunities, built real collaborations, and learned where to focus — and where not to.

This is a breakdown of what worked, what didn’t, and what I’d recommend if you're looking to grow your presence and credibility in the biotech or pharma space.

LinkedIn: The Most Valuable Platform

LinkedIn continues to be the most powerful platform for professionals in biotech, pharma, and adjacent industries.

In January 2024, I committed to posting every Monday at 4PM CET. That consistency created a rhythm not only for me, but also for my audience. I treated my content like mini campaigns — using my agency background to structure messaging, stay consistent, and speak to the right people.

Why LinkedIn works:

• Long-form content still performs well

• The audience is actively seeking insight, connection, and expertise

• The platform attracts the right types of opportunities — from collaborations to consulting to job offers

Since committing to a regular posting schedule, I’ve seen measurable growth in both reach and engagement — but more importantly, in the quality of professional connections it’s led to.

Instagram: A Platform That Didn’t Convert

In early 2024, I tested Instagram. I quickly grew from 0 to 14,000 followers. On paper, that looks like success — but the reality was very different.

The engagement was low quality. People weren’t interacting meaningfully with career-focused content. They were passive. Instagram rewards lifestyle content — not professional development or educational material. People go there to see the results of success (freedom, travel, aesthetics) — not to engage with the journey or the strategy behind it.

Takeaway: If you're building a career-focused brand or thought leadership in the pharma space, Instagram is not where you should spend your time.

YouTube: A Quiet Growth Engine

I didn’t start using YouTube seriously until March 2025, and the results have been significant. I began posting podcast episodes and YouTube Shorts (which I also repurposed for TikTok). Within a few months, I went from 19 subscribers to over 2,200.

Here’s what most people don’t see: before January 2024, I hated being on camera. Speaking to a lens felt awkward and uncomfortable. But I knew that if I wanted to grow my reach and authority, I had to get past that.

So I pushed through. After a few weeks of practice, I could confidently record one-take, one-minute Shorts. Tools like Descript made editing simple, efficient, and manageable — even for someone with no interest in becoming a full-time video editor.

Why YouTube works:

• Shorts are still in a growth phase with high organic reach

• Long-form video builds trust, depth, and authority

• It’s an ideal extension of your existing content strategy

• Tools like Descript lower the barrier to entry significantly

TikTok: Modest Following, Strong Engagement — With One Catch

I started using TikTok in March 2024. My following is still relatively small (around 250 followers), but the engagement is far more active than anything I experienced on Instagram. Short-form videos consistently get views, comments, and saves — and career-related content can absolutely work if you keep it direct and relatable.

But there’s a technical limitation worth knowing: You cannot post clickable external links unless you have a tax-registered business and switch to a Business Account.

On Instagram, it’s easier to add links, especially via bio or stories, even without formal business registration. So if you’re hoping to drive traffic or generate leads, TikTok requires a bit more setup.

Why TikTok is still worth exploring:

• Higher engagement even with a smaller following

• Great testing ground for tone, content hooks, and delivery

• Easy to repurpose YouTube Shorts or podcast clips

Just be prepared to work around link limitations if you’re not business-registered yet.

Podcasting: A Tool for Authority and Conversion

Let’s talk podcasting — not for downloads, but for credibility.

To me, a podcast is one of the most effective tools to:

• Own a topic publicly

• Build trust in your perspective

• Guide people toward your website, business, or services

It doesn’t need to be complicated. You can record using your phone or laptop. Tools like Riverside, Descript, and Audacity (more advanced) make recording and editing much easier.

You don’t even need video. You can upload an audio-only episode with a static image to YouTube. In fact, on an old YouTube channel of mine, I have a clip like that with thousands of passive views, comments, and likes, and it’s just audio.

Why it’s worth doing:

• Boosts your credibility in your niche

• Creates content you can slice into clips across TikTok, YouTube, and LinkedIn

• Drives people toward your core offer — whether that’s a service, a job opportunity, or speaking gigs

You don’t need fancy gear or a full studio. Just start talking and provide value.

Paid Ads: What Worked and What Didn’t

I’ve tested a range of paid channels, and here’s the honest breakdown:

What worked well:

• Google and YouTube ads: Lower cost per lead, targeted reach, better ROI

What didn’t work:

• LinkedIn ads: Expensive, difficult to scale unless you have a specific niche and high-value offer. The cost per lead was too high to justify regularly.

If you're budget-conscious or just starting out, YouTube and Google are much smarter bets.

Key Takeaways for Pharma and Biotech Professionals

If you’re in medical affairs, strategy, consulting, or want to be known in your space — here’s where to focus:

LinkedIn Still the best platform for visibility, trust, and thought leadership.

YouTube Use Shorts for visibility and long-form for authority. Easy to build momentum, even with a small team or solo workflow.

TikTok Test if you’re open to video — just be aware of link limitations unless you're set up as a business.

Podcasting Ideal for credibility, positioning, and content repurposing. Low-tech, high-return if done with intention.

Instagram Skip it. It looks good but doesn’t deliver meaningful engagement or results for career-focused creators.

What’s Next

I’m keeping Substack in mind, but I’ve learned the hard way that two high-performing channels are more powerful than spreading yourself thin across five. Right now, I’m staying focused on LinkedIn and YouTube, and everything else stems from there.

Once those are running like clockwork, I’ll evaluate expanding further.

You don’t need viral videos. You don’t need a fancy camera. You need:

• A clear point of view

• Consistency

• The right platforms for your goals

My agency background gave me a head start — but the real growth came from doing the uncomfortable things consistently. Like posting on camera when I didn’t feel ready. Or launching a podcast before everything was “perfect.”

If you’re in biotech or pharma and wondering if it’s worth putting yourself out there, yes, it is.

Start simple. Stay focused. Show up every week.

Ready to build your own presence on LinkedIn? If you’re in pharma, biotech, or med affairs and want to:

• Clarify your personal brand

• Optimise your headline, banner, and profile

• Develop a consistent content strategy

• Turn visibility into real opportunities

Let’s map it out together.

📅 Book a 1:1 LinkedIn Glow-Up Session