Get in on LinkedIn Top-Performing Content, Trends and Insights
Do you want to climb to the top of the social media mountain? Professionally speaking, LinkedIn is the platform for you to share thought leadership and build professional contacts. The platform rewards people who publish original and innovative content. In fact, they have an algorithm that boosts the top performers on the platform by distributing it to more people based on your organic reach and how often you publish. Also, it is important to remember that LinkedIn favors genuine human connection. It isn’t the place to share a cut-and-paste message. It might only be a digital relationship, but it is still a genuine relationship–and when you attend that next trade show you will most likely meet some of your LinkedIn contacts! Finally, users return consistently to the platform for big life moments like jobs, promotions, and career updates. Share a like or congrats with them.
WHAT YOU SHOULD KNOW
LinkedIn content types are evolving to boost engagement opportunities and build connections.
- In-Feed Posts – These posts live within the user’s “posts” tab, and constitute the majority of LinkedIn content
- Shares – Users can “share,” or repost, public posts to their own feed, with the option to add their own text (commonly with their take on the content, reflecting on what it means to them); Shares can help brands easily push-out content such as UGC, employee testimonials, or industry news
- Polls – Polls allow users and brands to ask questions in the form of in-feed posts; This tool can help brands gather user insights and understand their unique LinkedIn audiences better
- LinkedIn Events – Users and brands can create “event” posts that provide event information, such as the date and a link to registration, that appear as posts in the feed and also live in a designated “event” tab beneath their profile; Brands can use this feature to update their LinkedIn audience on upcoming events and recruitment initiatives
LinkedIn Content Best Practices
- Post Length – Both longer, blog-style posts and shorter (2-3 sentence) posts perform well on LinkedIn – the key is selecting the length based on the post objective
- Subject Matter – Blog posts that are formatted as “how-tos” and “top ten” lists perform very well on LinkedIn as they communicate immediate value to the reader. Brands can also share content that is informative for their unique audience
> Brief (3-4 sentences) company updates that are transparent and friendly build a community of trust and familiarity
- Cadence – An average of 1-3 posts per week is ideal to keep audiences engaged and updated
- The Tone of Voice – LinkedIn is the platform for exchanging ideas and information; Even if a post is purely educational, keep it conversational and invite the audience’s direct input, thoughts, and personal experiences, when appropriate
- Hashtags – Limit hashtag usage to 3 per post; Save them until the end of post copy, or sprinkle them throughout copy by adding a “#” before pertinent keywords to boost reach
People on LI (no matter if they are there for a job, a contact, or advice) seek brands and employers that have an active, positive company culture and leadership teams with a winning company mission. BCV recommends testing different content formats to determine your unique audience’s favorite type of content. The best way to determine content effectiveness is by measuring engagement and impressions over time and comparing different post types against each other. The type of post, tone of voice, post length, and cadence – and how they interact with trends – all combine to create a unique brand experience on LinkedIn. As with all social platforms, LinkedIn trends and insights shift rapidly, so a consistent audit of best-performing content is recommended to make sure your brand is optimizing LinkedIn.