95% of private markets firms are on LinkedIn.
So why do most of them sound exactly the same?

LinkedIn dominates private markets communication. According to Greenbrook's Private Markets Digital Report 2024, 95% of firms actively use the platform for reputation management. X dropped to 24%. YouTube sits at 21%. Instagram barely registers at 8%.

LinkedIn won. The debate is over.

But here's where it gets interesting.

While firms collectively reach over seven million stakeholders on the platform, most of them are publishing the same recycled content. Generic market commentary. Press release reposts. Team announcements that read like they were written by committee.

The result? A sea of sameness where nobody stands out.

Consider this: 77% of Managing Partners have a LinkedIn profile. But less than half actually engage on the platform. They created the account. They uploaded a headshot. And then they disappeared.

Meanwhile, their competitors at Blackstone, Brookfield, and EQT are doing something radically different. They're moving away from traditional corporate speak and adopting a communication style that's actually engaging. Insightful. Human.

The firms winning attention are the ones who understand that in a crowded fundraising environment, differentiation has become the ultimate competitive advantage.

When a potential LP researches your firm, what do they find? Static pages with basic information? Or thought leadership that demonstrates why you're different from the 17,000+ alternative funds competing for the same capital?

The platform already chose you. The question is: are you showing up?

Source: Greenbrook - Private Markets Digital Report 2024