In Q3 2022, Speedball Art Products reintroduced LinkedIn into its core social media strategy to strengthen brand visibility and engage more directly with professional audiences. At the time of relaunch, the platform had only 657 followers. By mid-2025, that number had grown to over 1,600, reflecting an increase of more than 140% overall and averaging over 30% year-over-year growth. LinkedIn has since become a key digital channel for the company’s B2B communication and industry presence.
Leading this initiative is an ongoing effort to shape Speedball’s unique voice on a platform where audience expectations differ greatly from consumer-facing spaces like Instagram or TikTok. Instead of repurposing content, the strategy is built around delivering relevant, value-driven posts designed for the mindset of LinkedIn users—many of whom are retailers, educators, or industry partners seeking substance over style.
A Three-Pillar Content Framework
The content strategy is organized around three consistent themes:
People: Spotlighting team members, company culture, and behind-the-scenes activity to humanize the brand.
Product: Showcasing product features, launches, and lesser-known tools that hold value for professionals in the creative space.
Partners: Featuring collaborative efforts with distributors, retailers, and art organizations to highlight shared values and community impact.
The platform is treated as an integrated part of the company’s social ecosystem, not a standalone outlet. Content is carefully curated and scheduled in alignment with product timelines, partner activations, and internal milestones. This alignment ensures every post has purpose and every effort contributes to the larger business and brand goals.
Rethinking Voice for B2B Audiences
A frequent misconception about LinkedIn is that brands need to adopt a more “professional” voice, often equated with being more formal or detached. In reality, it’s not about changing the way a brand speaks. It’s about curating content that aligns with the intent of the audience. A single user may visit Instagram to be entertained and inspired, but open LinkedIn expecting utility, relevance, and context.
The true challenge is not tone but value. By maintaining a consistent voice across platforms while tailoring the content itself to suit each channel’s purpose, Speedball has established a credible, engaging presence on LinkedIn that reflects both the creative heart of the brand and its role as a professional partner.
Key Strategies and Learnings
Audience-Intent Alignment: Focusing on content that meets professional expectations without losing the brand’s creative identity.
Cross-Channel Integration: Ensuring LinkedIn supports and reflects larger campaigns, product rollouts, and collaborative initiatives.
Performance-Driven Planning: Using analytics to inform format, cadence, and topic selection for maximum relevance and engagement.
Strategic Content Curation: Delivering storytelling rooted in people, products, and partnerships to strengthen business relationships and industry presence.
This project continues to evolve as part of Speedball’s broader digital strategy, positioning LinkedIn not just as a social platform but as a strategic communications tool that connects brand, business, and community.