Lemonade has quickly grown its presence on LinkedIn by carving out a unique niche and staying true to it. Rather than aligning with the traditional “all business” context often associated with the platform, the disruptive tech-driven insurance provider moves in the opposite direction by orienting content toward customers, employees, and company values. “Professionals want to read stuff that goes beyond another productivity hack,” asserts Wissner-Levy. “LinkedIn is a community of humans that want to connect to each other through stories, and people connect through all kinds of stories.”

One of Lemonade’s most successful campaigns is called “The Transparency Chronicles,” in which they share very candid, behind-the-scenes stories about their business, reflecting on missteps rather than running away from them. As Lemonade has learned, this kind of content can really stand out and gain traction in feeds full of corporate messaging, especially when contrasted against many competitors in the insurance industry.