LinkedIn has evidently enjoyed higher engagement rates in the last two years. This activity is only expected to continue rising as we move into the next stage of recovering from the pandemic. As economic activity begins to ramp up, many brands are now looking to put more focus on LinkedIn. With that being said, how can you do it? What should you be focusing on on LinkedIn right now?
Center-Stage on LinkedIn
To answer the questions above, a team from Socialinsider has teamed up with Cloud Campaign to glean more insight into this front, analyzing more than 141,000 LinkedIn posts, from over a thousand LinkedIn company pages, to see which formats are getting the best response.
What did they find, you ask? Native documents – as in posts consisting of PDFs directly uploaded to LinkedIn, possibly generating 3x more clicks than any other type of content. Many have also been using this format as some sort of native LinkedIn carousel post, with each PDF uploaded displaying a separate, swipeable display.
You can access the full report here. In the meantime, we’ll summarize the key findings to more easily determine what currently works on LinkedIn, allowing you to update and maximize your processes.
To begin, though rather lengthy, the study has four major takeaways:
Native documents generate 3x more clicks than any other type of content.
Video generates the highest engagement per impression rate for small to middle-sized accounts.
LinkedIn’s video view rate stands at around 15.61% in 2022.
Average LinkedIn reach rate is 3.49%.
The study aimed to figure out what type/s of content is/are more likely to make people click on a post after having repeatedly seen it. Likewise, the results of the study also hint at the likely interaction levels per view, which later helps indicate the scale of their reach.
LinkedIn’s professional layout and presentation make it an appealing choice for those who want to improve their brand awareness; for example, 80% of B2B leads come from LinkedIn, which is a gargantuan leap from Twitter’s 13% and Facebook’s 7%. Small accounts that mainly use video are also more likely to experience quick growth, seeing as how they generate a 17.18% view rate average.
The Wrap
The report certainly has some interesting stats, which we highly encourage since it breaks down each finding comprehensively and even includes the methodology used, adding more weight and context to the data. In a way, it does help explain, albeit partially, why LinkedIn engagement has been steadily increasing – while the world was changing because of the pandemic, LinkedIn changed with it, altering its internal mechanics to better adapt to shifting behaviors both online and in the real world.
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