In a recent study by Socialinsider, it was found that multi-image posts are the most engaging format on LinkedIn. While carousels were previously popular, LinkedIn has removed native carousels as an organic posting option. This means that posting a PDF with multiple images is now the best alternative. In addition, document posts, images, and video also perform well in terms of engagement. Interestingly, link posts have shown relatively poor performance, as social platforms aim to keep users on their platform and discourage clicking away to external sites.
Some brands have attempted to work around the limitations of link posts by posting the link in the first comment. While this practice may be effective for some high profile pages, there is no definitive data to suggest that it is universally successful. It could be beneficial for brands to experiment with different posting strategies to see what works best for their audience.
The study also revealed that video posts generate the most shares on LinkedIn. This highlights the importance of incorporating video content into your LinkedIn strategy, especially as the platform continues to place a greater emphasis on video. However, with the increased competition on the platform, brands will need to find unique ways to stand out and capture their audience’s attention.
Overall, LinkedIn engagement is on the rise, with brands posting to the platform more frequently than in previous years. This indicates a shift in brand engagement from other platforms like X (formerly Twitter) to LinkedIn. As competition increases, brands will need to focus on creating valuable and niche content to capture the attention of their target audience.
LinkedIn has recently announced plans to refine its algorithms to prioritize niche, valuable content that helps members grow their knowledge in specific areas. This is a positive step for brands looking to reach their target audience with quality content. Despite the increasing competition on the platform, good content should still be able to reach the right audience and drive engagement.
While there is no one-size-fits-all approach to maximizing engagement on LinkedIn, incorporating multi-image posts, video content, and high-quality niche content into your strategy could help boost engagement and reach on the platform. By understanding the latest trends and best practices, brands can tailor their LinkedIn strategy to effectively connect with their audience and achieve their marketing goals.
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