LinkedIn, once the digital haven for sober networking and job hunting, has morphed into an arena where creative and marketing professionals jockey for attention—not just from recruiters, but from each other. Scroll your feed and you’ll quickly spot a parade of self-styled “thought leaders,” “growth hackers,” and “brand storytellers” whose posts teeter between the inspirational and the absurd. As someone who’s spent years in this industry (and who’s fallen for a few of these LinkedIn personas myself), I’m here to pull back the curtain on the many types of BS artists clogging up your feed, how to spot them, and whether any truly successful person actually has time for all this digital peacocking.
The Colorful Cast: Stereotypes of BS Artists on LinkedIn
First, there’s the “Hustle Guru.” This character’s entire persona is built around the grind—posting daily about waking up at 4:00 AM, drinking mysterious green liquids, and closing six-figure deals before breakfast. They’re always “crushing it,” “pivoting,” or “scaling,” yet their actual business results are as elusive as their sleep schedule. If you believe their posts, they’ve never had a bad day, never missed a KPI, and their inbox is overflowing with Fortune 500 clients begging for their wisdom.
Next, meet the “Visionary Vagabond.” This person is always “on a journey”—usually to Bali, Lisbon, or a WeWork somewhere—with a laptop in one hand and a coconut latte in the other. Their job titles shift as often as their time zones: today a “Brand Evangelist,” tomorrow a “Chief Innovation Alchemist.” Their posts overflow with buzzwords like “synergy,” “authenticity,” and “disruption,” but when you dig deeper, you’ll find their portfolio is suspiciously light—unless you count their Medium articles about digital nomadism as case studies.
Telltale Signs: How to Identify These Industry Characters
Spotting a BS artist on LinkedIn is almost a sport. First, watch for the telltale overuse of jargon—posts that string together so many trendy buzzwords that you need a decoder ring to understand them. If someone’s “reimagining omni-channel engagement paradigms to unlock holistic customer-centric ecosystems,” there’s a good chance they’re more style than substance. Another classic giveaway: the humblebrag. If every story ends with them saving a failing brand or inspiring a room full of interns to tears, take it with a grain (or a shaker) of salt.
Another giveaway? The endless carousel of engagement-bait posts. You know the type: “Like for A, comment for B, share if you agree!” Or the daily inspirational memes paired with a photo of themselves looking pensively out a window. These posts aren’t about sharing knowledge—they’re about racking up likes and comments to inflate their “influencer” status. Check their actual work history and client testimonials; if it’s all fluff and no substance, you’ve found your LinkedIn BS artist.
Real Success vs. Online Presence: Who’s Really Posting?
Here’s the uncomfortable truth: the most genuinely successful, focused creative and marketing professionals rarely have the time or inclination to document every “win” on LinkedIn. They’re usually too busy leading teams, refining campaigns, or—novel idea—actually working with clients. Sure, they might post the occasional thoughtful article or celebrate a big milestone, but you won’t see them orchestrating daily “personal brand” campaigns or responding to every trending hashtag.
That’s not to say all active LinkedIn posters are fakes—some use the platform to genuinely share insights and mentor others. But if someone’s entire persona is built around being a “LinkedIn influencer,” ask yourself: are they busy creating real value, or just creating content? In this business, the loudest voice isn’t always the sharpest mind. Sometimes, the real leaders are quietly shaping the industry while everyone else is busy chasing likes.
At the end of the day, LinkedIn is just another stage—and the creative and marketing world is full of performers. There’s nothing wrong with a little self-promotion, but when the performance overshadows the actual work, it’s time to start asking questions. As professionals, we’d do well to look past the buzzwords and bravado, and focus on substance over spectacle. After all, in an industry built on storytelling, it pays to know when you’re being sold a fairy tale.
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