High Tales of 2024: The posts that get probably the most engagement on LinkedIn

This story was initially revealed on April 11, 2024. We’re republishing it as a part of our countdown to the yr’s high tales.

LinkedIn is so sizzling proper now.

Manufacturers are posting 10% extra ceaselessly on the social media platform this yr than they did final yr, and engagement throughout the board is up a whopping 44% year-on-year. Based on benchmark data from social media analytics Socialinsider supplier.

Amidst all this chance – and competitors – how are you going to stand out finest?

Socialinsider’s analysis reveals that visuals go a great distance, even on a standard skilled social community.

The analysis discovered that content material accompanying a video tends to get probably the most shares, particularly whether it is shared with a big viewers (greater than 100,000 followers). Photographs, too, particularly a couple of, can increase your engagement charge, though you could be shocked that the common variety of shares on a LinkedIn submit is barely three.

The recognition of video does not imply it’s best to go full TikTok on LinkedIn, in fact. However it does imply that this is a chance to spotlight thought management in a brand new approach. Are you able to ask your CEO to take a seat down to observe a two-minute video on a subject that’s significant to your viewers? Are you able to interact staff to indicate what a day within the life is like at your office by showcasing your employer branding?

Underscoring the significance of visuals on LinkedIn, the analysis discovered that multi-image posts see the best general engagement charges. Once more, this impact turns into extra pronounced because the viewers dimension will increase. General, the common variety of likes on LinkedIn content material is 45; The typical variety of feedback is barely 4.

You will additionally wish to preserve the captions that accompany these pictures quick and to the purpose: Knowledge has proven that the best variety of phrases in a caption is nineteen or fewer. That is not plenty of actual property. You will want to decide on probably the most concise and succinct captions to flourish.

If you wish to increase your general impressions on LinkedIn, you may want to show to surveys. Socialinsider’s knowledge discovered that surveys are given to the biggest variety of individuals. Though this content material will not be efficient in spreading your model messages, it is a crucial strategy to attain extra individuals, which might result in elevated likes and follows. Consider some inventive methods to interact customers with polls: ask about sizzling subjects in your business, ask them to vote on the names of latest services or products, or use this as a strategy to share your group’s perspective in a enjoyable approach.

However bear in mind: content material is about extra than simply an algorithm

You may even see this analysis and really feel the necessity to toss your rigorously deliberate thought management marketing campaign within the trash. “All they need are movies and photos!” Chances are you’ll get offended.

calm.

This knowledge provides us perception into what’s extra widespread, Nothing extra efficient. In social media, engagement is never the objective in itself.

Sure, lots of people would possibly react to pictures of your March Insanity lunch or a video of your group saying “I am an account, in fact I’m (insert humorous profession comment right here).” These are nice varieties of content material that may affect a enterprise in constructive methods.

However they will not set up your CEO as a thought chief. They will not assist present prospects that you simply perceive their weaknesses. They in all probability will not be a focus for a journalist boredly browsing the platform on the lookout for their subsequent story.

There may be nonetheless a spot for textual content posts longer than 19 phrases. There’s a place for long-form movies of an govt discussing an vital subject. There’s a spot for pictures which might be enjoyable and foolish and ones which might be highly effective and filled with actionable knowledge.

The most effective social technique has a mixture of content material that retains your viewers in thoughts, not the algorithm.

Use the information from this research (and others you may see within the By the Numbers function) as a information — however not the be-all and end-all.

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