In a recent study by Socialinsider, the most effective posting practices on LinkedIn were analyzed to help users improve their engagement on the platform. One key finding from the study is that multi-image posts are generating the highest levels of engagement on average. This is particularly significant as native carousels were eliminated as an organic posting option in December of last year. While you can still create multi-image posts by posting a PDF with multiple images, it’s important to note that this format is now the best alternative for driving engagement on LinkedIn. Document posts, single images, and videos also perform well, while link posts show relatively poor performance due to the platform’s preference for keeping users within the app.
Another important takeaway from the study is the effectiveness of video posts in generating shares on LinkedIn. Despite some confusion in the chart and legend, it is clear that videos are the most shareable content format on the platform. This is valuable information for brands looking to increase their visibility and brand awareness. With LinkedIn placing more emphasis on video content, there may be even more opportunities for video marketers to leverage the platform in the future. However, it’s important to recognize that competition in the video space is also growing, so standing out with high-quality video content will be crucial.
Overall, the study indicates that engagement on LinkedIn is on the rise as brands are posting more frequently on the platform. In fact, brands are posting 10% more often than they did the previous year. This trend could be attributed to the shifting landscape of social media engagement, with more brands focusing on LinkedIn as a primary platform for connection and networking. While this increased activity may present challenges in standing out among competitors, it also signifies the growing importance of LinkedIn in the digital marketing landscape.
LinkedIn has recently announced plans to refine its algorithms to prioritize niche, valuable content that caters to the specific interests of its members. This means that quality content will still have the opportunity to reach the right audience on the platform, despite the increasing competition. By focusing on creating valuable and relevant content for your target audience, you can improve your chances of success on LinkedIn. It’s important to note that while these findings can serve as a guide for optimizing your LinkedIn strategy, there is no one-size-fits-all approach. Experimentation and adaptation based on your specific brand and audience will be key in finding the right cadence for your updates.
The data from the Socialinsider study provides valuable insights into maximizing your LinkedIn strategy in 2024. By leveraging multi-image posts, video content, and staying informed about algorithm updates, brands can enhance their presence on the platform and connect with their target audience more effectively. As the digital landscape continues to evolve, adapting to these best practices will be essential in staying ahead of the competition and driving meaningful engagement on LinkedIn.
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