LinkedIn content has been analyzed to identify the best posting practices that lead to the highest success rates.
A new study by Socialinsider reviewed posts shared by active accounts between January 2022 and December 2023 to determine which content generates the most shares, impressions and engagement.
Key findings. After extensive research, the researchers concluded that brands and marketers should consider the following to improve their performance on LinkedIn:
Opt for multi-image posts to get maximum engagement.
Prioritize video content to increase the likelihood that your posts will be shared on LinkedIn. Engage with your audience through surveys to increase impressions. Keep your captions short and combine them with multiple images to increase engagement. Encouraging employees to strategically create and manage their own personal profiles can significantly enhance the company’s message on LinkedIn. Brands should use LinkedIn Page Analytics to better understand their audience and tailor content to different audience segments.
commitment. Overall, LinkedIn engagement is increasing; in fact, it has increased by 44% year-on-year. However, it’s important to note that brands are also posting more often on the platform compared to before, which is believed to be influenced by X’s change.
Why we care Use the findings from this research to improve your LinkedIn strategy. While there’s no one-size-fits-all solution, using the results of this study can help you make data-driven decisions about the type of content you publish.
Posts with multiple images. The researchers found that multi-image posts tend to receive the most engagement on LinkedIn, followed by document, image and video posts. Although the platform phased out carousel posts last year, you can still implement a similar strategy by sharing a PDF with each slide featuring a different image.
Video posts. The researchers also found that video posts tend to generate the highest average number of shares on LinkedIn. This finding may be particularly relevant for companies that prioritize brand awareness.
Survey publications. Surveys have been found to generate the highest impression rate on LinkedIn. Researchers attribute this to people’s inclination to voice their opinions on the platform, and surveys provide a simple method for doing so.
External links. The study highlighted that posts containing links to external websites tend to perform poorly on LinkedIn. One strategy that brands, especially publishers, are using to address this challenge is to post the links in the first comment of their post.
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deep dive. Read the Social Insider report in full for more information.
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