Every time I’ve been in a marketing community there’s one question that comes up again and again as soon as getting social traffic is mentioned.
“Do I need to show my face?”
The answer to this varies a lot by platform.
- Reddit is almost 100% anonymous
- Twitter has a large chunk of anonymous accounts
- Instagram has a large chunk of anonymous accounts
- Facebook has almost none, but it does have “Pages” (even though they’re pretty much dead in 2025)
- LinkedIn has almost none.
That’s until I saw this page earlier today:
https://www.linkedin.com/company/linkedincreator
It got my attention because of the avatar. We know that people get more attention than logos, but you rarely see a face in a company page logo. 26K followers can’t all be wrong?
It follows the pattern of what Instagram calls “theme pages”. That is, it’s not a person or a company, but a collection of content around a theme.
Here’s a few I’ve followed for a while:
- https://www.instagram.com/businessdrivendream/ – leads through to a social media management service
- https://www.instagram.com/healthyyytipss – promotes a diet supplement
- https://www.instagram.com/lets.dunk – promotes a basketball training program via an affiliate link
Yes, the first two look scammy af.
Yes, you should learn from them because the patterns they use can be used in legitimate businesses.
Instagram theme pages are worth studying because they have what personal brands don’t.
Fast monetization and an exit strategy.
You can make a decent amount off affiliate offers, brand sponsorships, and even your own offer with these things, but they also trade for fairly significant figures. Not millions, but way more than a course that depends on your face ever will (that’s not a comment on your looks by the way!)
Then, you can bring in other characters as you evolve without it being inauthentic, and that means that over time you can change ownership.
They’re more of a media play than a company, but you can definitely use them to promote a product.
LinkedIn Creator is building a list (something all the others should do too), and promoting a LinkedIn content discovery tool as soon as you sign up.
Since then I’ve spotted a few others:
https://www.linkedin.com/company/email-of-the-day
https://www.linkedin.com/company/marketer-tips
In fact there’s a whole bunch of pages springing up with an industry type of “Business Content”.
They’re a useful way to try out a new content idea without derailing your company or personal brand.
They’re possibly a double-edged sword if you have a tendency to change tracks every week. Something I know I’ve suffered. Without that initial “no going back” feel from your first post, there’s also less commitment, and no forcing function to keep publishing. But that’s any business venture, I guess.
They also have an advantage that they can be super-clear at a single glance what the outcome is that they’re promising and who it’s for.
My company name (The Conversion Co.) isn’t bad at the first bit, but you need to read on to see who it’s for. My own name obviously doesn’t give a clue until you dig into my ramblings. That’s never going to change, I know that, I’m too curious to be “the email guy” or whatever, for the rest of my days.
A while ago I heard Jack Butcher describe Visualize Value as a “project brand”.
For an individual, a project brand is useful to have something that you’re detached from so you can be consistent with it while your own curiosity takes you off in different directions.
I know Jack from Twitter, and his personal brand has wandered around crypto, AI, and all sorts of art projects, which a creative mind like his will also ways do, but he can “grind” Visualize Value because it’s not a reflection of him as an individual.
If you work for a company big enough to have an HR department, or god forbid a corporate communications department, this is going to be a godsend for you.
It side-steps all that pressure to post employee-related content on your company page instead of keeping it focussed on your prospects. If you’re thinking that this is going to be a lot of work to maintain a separate page, it’s not.
Look at the engagement of the typical corporate page. I had a look at the BBC which is a massive content page, and the engagement is next to nothing, because it’s not targeted.
I’m quickly discovering that the key to success on LinkedIn is to have a very, very clear ICP, so the algorithm can show your content to people who will most likely engage with it.
Have a poke around LinkedIn today and see if you can uncover any more of these?
Nailing the ICP
To recap, a theme page isn’t a company brand, or a page in your own name. It’s a page of content about a very specific theme – one that your ICP is consistently attracted to.
This makes naming your page very simple. It’s exactly who your ICP wants to become.
The LinkedIn Creator, The Social CEO, The Funded Founder.
And the content is simple, it’s the exact map of the path that the follower needs to get there.
The reason most businesses won’t use this tactic is exactly because it needs a tightly defined ICP for it to work, and most businesses don’t have one.
I’ve worked with a ton of agencies and creators on their websites, and the headline on the homepage throws all of them into existential angst. Try to pin down a “We do X for Y” statement and they’ll give you one but immediately leap into “but we can’t forget about”, “Z is really important to us” and so on.
Theme pages get round this, because you have a choice. Actually 3 choices.
- You can have lots of very targeted pages, and a mountain of work to write for them all
- You can have one vague page which will fail – just like your existing company page
- You can have one very targeted page which will work, and less effort to keep it populated. Then, once that’s proven itself, you can hire someone to start another one.
Guess which option I’d choose?
