New study reveals the most effective posting strategies on LinkedIn
LinkedIn has become an invaluable platform for professionals and businesses to connect, share content, and build their brand presence. With the constant evolution of social media algorithms and user preferences, it’s crucial for brands and marketers to stay up-to-date with the most effective posting strategies on LinkedIn. Luckily, a new study conducted by Socialinsider has analyzed LinkedIn content to identify the best practices that lead to the highest success rates.
The study reviewed posts shared by active accounts between January 2022 and December 2023, focusing on metrics such as shares, impressions, and engagement. After thorough investigation, researchers have concluded several key findings that can help brands enhance their performance on LinkedIn.
One of the standout findings is the effectiveness of multi-image posts in generating high engagement. According to the study, multi-image posts typically receive the highest engagement on LinkedIn, followed by document posts, images, and video. Brands can implement a similar strategy to carousel posts by sharing a PDF with each slide featuring a different image. This approach allows for more visual storytelling and captures the attention of LinkedIn users scrolling through their feeds.
Video content also plays a significant role in increasing engagement on LinkedIn. The study found that video posts tend to generate the highest average number of shares. This finding is particularly relevant for businesses prioritizing brand awareness. By incorporating video content into their LinkedIn strategy, brands can effectively communicate their message and capture the interest of their target audience.
Another interesting finding is the impact of polls on LinkedIn. Poll posts have been found to generate the highest impression rate. Researchers attribute this to people’s inclination to express their opinions on the platform, with polls providing a straightforward method to do so. Brands can take advantage of this by regularly interacting with their audience through polls, encouraging them to participate and share their thoughts.
In terms of captions, the study suggests keeping them short and pairing them with multiple images to boost engagement. LinkedIn users often prefer concise and impactful captions that get straight to the point. By combining a brief caption with visually appealing images, brands can capture the attention of their audience and encourage them to engage with the post.
Additionally, the study highlights the importance of employees strategically creating and managing their own personal profiles. Encouraging employees to actively participate on LinkedIn can significantly enhance a company’s message and reach on the platform. By sharing industry insights, engaging with other professionals, and showcasing their expertise, employees can effectively amplify the brand’s presence and establish credibility.
Lastly, brands are advised to utilize LinkedIn page analytics to gain a better understanding of their audience and tailor content to different audience segments. By analyzing data such as demographics, engagement rates, and content preferences, brands can create more targeted and relevant content that resonates with their audience.
Overall, LinkedIn engagement is on the rise, increasing by 44% year-on-year. However, it’s crucial for brands to adapt their strategies to keep up with the changing landscape. While there’s no one-size-fits-all solution, using the findings from this study can help brands make data-led decisions about the type of content they should be posting on LinkedIn.
In conclusion, LinkedIn continues to be a powerful platform for professionals and businesses to connect and share content. By implementing effective posting strategies such as multi-image posts, video content, poll interactions, and employee engagement, brands can enhance their performance on LinkedIn and maximize their reach within their target audience. It’s essential for brands to stay informed about the latest trends and best practices on LinkedIn to stay ahead of the competition and achieve their marketing goals.
