Sean Walsh
Sean is a Director at Intelligency heading up our digital marketing and client services operations. Sean has 15+ years experiencing working both in-house and agency with brands including Lloyds, Alstom, Hitachi, Lufthansa, Viaplay, DFDS Seaways and Mercedes-Benz.
In the fast-paced world of digital marketing, keeping up with the most effective strategies on platforms like LinkedIn is crucial for maximizing visibility and engagement. A comprehensive analysis conducted by Socialinsider sheds light on the best practices for posting on LinkedIn, based on data collected from active accounts between January 2022 and December 2023. Here’s a distilled guide to what works best on LinkedIn, according to their findings.
The power of images and videos
- Multi-Image Magic: If you’re aiming for engagement, stacking your posts with multiple images is the way to go. This approach has been pinpointed as the most engaging format on LinkedIn. While carousel posts are no longer an option, you can mimic this effect by sharing PDFs where each page is a captivating image that tells part of your story.
- Video Victories: For boosting your brand’s shareability, video content is your best ally. This format has emerged as the top performer in terms of being shared across LinkedIn, making it a key asset for any brand looking to increase its visibility.
Engage and understand your audience
- Polls for Pulses: Want to know what your audience thinks? Polls not only engage but also leave a significant impression, offering a simple yet effective way for your followers to voice their opinions.
- Short and Sweet: When it comes to captions, less is more. A succinct caption paired with your images can enhance engagement significantly. It’s all about making your content easily digestible for your audience.
- Personal Touch: Encouraging your team to actively participate on LinkedIn, by curating their personal profiles and sharing company messages, can amplify your brand’s reach and authenticity.
- Data-Driven Decisions: Utilize LinkedIn’s page analytics to get to know your audience better. Tailoring your content to different segments based on this data can significantly boost your engagement rates.
A rising tide of engagement
LinkedIn engagement has seen a notable uptick, soaring by 44% year-on-year. This increase is not just a result of the platform’s growing popularity but also due to brands posting more frequently. This shift signifies a strategic move away from other platforms, highlighting LinkedIn’s growing importance in the digital marketing landscape.
Why this matters
Leveraging these insights can revolutionize your LinkedIn strategy. Although there’s no universal solution for success on this platform, applying these data-backed recommendations can guide your content creation towards more meaningful interactions and greater visibility.
Navigating External Links: It’s been observed that posts with external links generally see less engagement. A clever workaround? Share your links in the first comment of your posts to keep your audience engaged without leaving the platform.
By integrating these strategies into your LinkedIn playbook, you can enhance your brand’s presence, foster deeper connections with your audience, and drive your engagement metrics to new heights.
