In a recent study by Socialinsider, valuable insights were gained into the best practices for posting on LinkedIn. One key takeaway from the data is that multi-image posts are generating the most engagement on the platform. Previously known as carousel posts, multi-image posts have become the go-to option for brands looking to boost their visibility on LinkedIn. This shift in posting behavior can be attributed to the removal of native carousels as an organic posting option in December last year. Despite this limitation, brands can still create multi-image posts by uploading a PDF with each page showcasing a different image. It is clear that adapting to these changes and leveraging multi-image posts is essential for maximizing engagement on LinkedIn.
Interestingly, the study revealed that link posts are underperforming on LinkedIn. This is a significant finding considering that many brands and publishers rely on link posts as their preferred posting option. The decline in engagement can be attributed to platform algorithms that aim to keep users within the app for as long as possible. As a result, link posts may not be as effective as they once were in driving traffic to external sites. Some brands have attempted to work around this limitation by posting links in the first comment, a practice that seems to be gaining traction among high-profile pages. However, there is still a lack of concrete data to support the effectiveness of this approach. It may be worth experimenting with different posting strategies to determine the optimal approach for your brand.
Another key finding from the study is the impact of video posts on LinkedIn engagement. The data indicates that video posts generate the most shares on average, highlighting the importance of incorporating video content into your LinkedIn strategy. With LinkedIn placing a greater emphasis on video content, there are likely to be more opportunities for video marketers to capitalize on this trend. However, it is important to note that competition in the video space is also increasing, requiring brands to continuously innovate and produce high-quality video content to stand out from the crowd.
Overall, the study underscores the rising engagement levels on LinkedIn, accompanied by an increase in brand activity on the platform. Brands are posting on LinkedIn 10% more frequently than they did last year, indicating a shift in focus towards LinkedIn as a primary platform for engagement and connection. As brands navigate this evolving landscape, it is crucial to stay informed about platform updates and algorithm changes. LinkedIn’s commitment to refining its algorithms to prioritize niche, valuable content presents an opportunity for brands to reach their target audience effectively. By creating content that adds value and resonates with users in specific interest areas, brands can enhance their visibility and engagement on LinkedIn.
Optimizing your LinkedIn strategy in 2024 requires a proactive approach to adapting to changing trends and leveraging data-driven insights. By incorporating multi-image posts, refining your content mix, prioritizing video content, and staying abreast of platform trends, you can enhance your brand’s presence on LinkedIn and connect with your target audience effectively. While there is no one-size-fits-all approach to LinkedIn marketing, using these recommendations as a guide can help you refine your strategy and achieve your engagement goals on the platform.