The Get Noticed Playbook: This Is How You Actually Grow in 2026 | Matthew Derella

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**Marina Mogilko** (0:56)
You only have two more years to go to person, and it's going to be so flooded, you won't be able to stand out.

**Matthew Derella** (1:02)
I'm going to take the other side of that art, and I don't think so.

**Marina Mogilko** (1:04)
This is Matt Derella, Senior Vice President of LinkedIn Ads and Microsoft Advertising. LinkedIn has 1.3 billion professionals, and Matt knows exactly who gets found and who disappears.

**Matthew Derella** (1:16)
We see that founders and leaders of organizations that post regularly on LinkedIn are 71 percent more likely to actually drive business on the platform. There's nothing that currently is a substitute for really original insight and thought and authenticity. That is what's going to be credible.

**Marina Mogilko** (1:31)
What would you tell to these people?

**Matthew Derella** (1:33)
I think, in fact, the credibility of the source is going to become.

**Marina Mogilko** (1:39)
Is there anything you're seeing from inside LinkedIn, how these journeys are being transformed with content?

**Matthew Derella** (1:46)
The founder title is something that on the inside of LinkedIn, it's been really interesting to watch how that is becoming more common as, specifically, in the Gen Z segment, people are adding founder to their profiles because they're maybe full-time founder or also sometimes they have a full-time job and they're starting their own thing more and more with the incredible tools that are available. We think that solopreneurship is going to be a really exciting category going forward. And like you said, LinkedIn is a great place for people to build out in the world and share what they're doing. We have a lot of focus on founders. We think founders have a distinct advantage as it relates to building their business and their brand on LinkedIn. And I think that comes back to people on the platform really wanting authentic stories and really being inspired about the grind and how people are figuring it out. We see that founders and leaders of organizations that post regularly on LinkedIn are 71% more likely to actually drive business on the platform. 71%.
Yeah, so it's absolutely a great way to consistently get your voice out there, get known, get connections, and then actually drive those connections into real opportunity for their business.

**Marina Mogilko** (3:02)
When it comes to getting leads, so you said when people are documenting their journey, what is the best creative? Because you run ads, right?

**Matthew Derella** (3:10)
Yes.

**Marina Mogilko** (3:10)
So you know what creatives works best. So from my own perspective, I've experienced as a creator, I do a lot of different formats and then some things perform it organically with more dollars behind it. Are you seeing any patterns there that people can learn from?

**Matthew Derella** (3:25)
If I was a founder today, I think that I would absolutely recommend exactly what you're describing, which is I'm going to put content out there. Some of it will probably be more personal, like what my journey is, some of it might be around something we're launching. We recently announced a collab post as an example, which is a really exciting way to announce products. More on that in the days ahead.
I would also add, maybe to be very specific, something like a thought leader ad. We see significant success for founders when they use thought leader ads to promote their offering.

**Marina Mogilko** (4:02)
Can you elaborate on that?

**Matthew Derella** (4:03)
Yeah. It basically takes a post, it puts a, you know, the video post, for example, would sit at the top, and then underneath it would be some context around what's happening in the video.
You can go ahead and promote that. And when you retarget after people have engaged with that, we're seeing incredible lead generation for them. So you almost think about the organic piece, you sort of find the signal, you can then promote that, whether it's through thought leader ads or just by boosting it. And then I think oftentimes, like using someone who's engaged with you as a sort of starting point for an ICP, to go ahead and engage with them deeper is a really winning formula. To do it efficiently, especially when you're going from to 1, and you got to be really thoughtful about every dollar you invest.