A recent study from SocialInsider, a platform that provides
analytics and publishing tools for LinkedIn, has uncovered valuable insights
into the types of posts that tend to see the highest levels of engagement on
the professional social network. After analyzing data from their user base,
researchers identified the formats driving the most interactions in 2024.
At the top of the engagement leaderboard were multi-image
posts. This format allows users to include multiple photos in a single update,
replacing the native carousel post option that LinkedIn removed towards the end
of last year. By compiling various visual elements into one cohesive update,
multi-image posts seem to capture people's attention the most effectively on
the platform right now.
The next most engaging type was document uploads, whether it
be PDFs, presentations, or other file types. After images and videos, these
allowed users to share substantive, informative content while retaining
people's interest through to the end. Both of these top two formats provide a
more immersive, visually stimulating experience for connections when scrolling
through their feeds.
Somewhat surprisingly, the study found that simple link
posts - so commonly used by brands, publishers and other pages - were
relatively underperforming in terms of average engagement generated. As the
world's largest professional network, LinkedIn's priority is to keep users
actively engaging within the app rather than sending them off-site. Link-heavy
updates may not support this goal as seamlessly as other formats.
To work around this issue, some pages will include the link
as part of a comment underneath the initial post instead. Whether this truly
enhances performance over just posting the URL directly is still uncertain.
Consistent testing is important to determine the approach that resonates best
with your target audience on LinkedIn.
When it came to driving shares and further spreading content
across the network, video posts came out on top according to the research. With
LinkedIn emphasizing this medium more in the coming years through features like
LinkedIn Live, opportunities will continue growing for video marketers.
However, as all types of pages ramp up their posting activity, competition is
inevitably getting stiffer as well.
Overall, engagement is trending up on LinkedIn but so too is
the volume of updates flooding the platform each day. For businesses and
brands, it's becoming increasingly important to find ways of cutting through
the noise with high-quality, share-worthy content that provides genuine value.
This is where professional SMM panels can help.
By developing strategic plans, producing fresh and creative
content on a consistent basis, and closely monitoring analytics, an SMM panel
allows companies to optimize their approach and maximize performance over the
long run. Regular testing of different post formats, alongside iterative
learning, will also help determine what resonates most with your particular
target audience on LinkedIn.
If your organization is looking to uplevel your presence and
better connect with clients, partners, and talent on LinkedIn, working with an
experienced SMM service can make a big difference. Companies like Great SMM
offer tailored LinkedIn marketing packages to help support various business
goals. Their dedicated teams of social media managers stay on top of the latest
platform and algorithm changes to ensure campaigns remain effective.
By leveraging the expertise of a professional SMM panel, you
can save time and resources while supercharging your LinkedIn results. Their
integrated services include strategic planning, content development, engagement
boosting, and ongoing analytics for continuous optimization.
