THOUGHT PIECE
WHY AND HOW YOU SHOULD NAIL YOUR LINKEDIN STRATEGY
Adam Russell our Social Media Account Director is here to explain why it’s needed and how it’s done.
STRATEGIES
Introduction
Following Elon Musk’s well-publicised takeover of Twitter, many people rightly questioned whether the platform might expect to see a slump in users or see users spend less time on the app than previously. Fewer people though asked where those users might go next.
In delivering a rare quantitative update last week, the parent company of LinkedIn, Microsoft, provided some striking insights that may well have highlighted the answer.
In 2022, LinkedIn saw an impressive 22% YoY increase in the number of Feed Updates Viewed. Now, this alone is worthy of a pat on the back or two around the office, but more crucial is that the perception of LinkedIn as a platform of silent ‘members’ is changing.
Public conversations happening on the platform increased by 25% YoY in 2022, with public content shared on the platform increasing by the same amount between June 2020 and June 2022. The members are becoming users.
Add to this the fact that 40% of LinkedIn visitors engage with a page organically every week and there’s never been a more important time to finally nail that LinkedIn strategy that keeps cropping up in management meetings.
Luckily, we have a few tips to guide you in the right direction.
Employee Advocacy
In our experience, the strongest and most authentic advocates for your business are the people that work within it. Their knowledge and experience will illuminate your company culture and demonstrate the values of your business in a far more organic way than any Page post ever could.
According to LinkedIn itself, 30% of all engagements on pages come from an employee, and employees are 14x more likely to share content from their company’s page than any other type of content on the platform.
The best LinkedIn strategy for your page should therefore be one that enables (not forces) your employees to advocate for your business and encourages them to not just to engage with the content you publish on your page, but to use the content as an opportunity to share their knowledge and insight with their network.
Varied Content Types
LinkedIn has outlined that video will remain a key focus for the platform in 2023. By far and away its most engaging content medium, users are 5x more likely to engage with video than any other post format.
In particular, they have highlighted that Live Video drives up to 24x more engagement than other post types, and whilst live broadcasting may not be appropriate for all pages, it is worth considering if this can be incorporated within your strategy as well as traditional video.
That’s not to say other post formats are not worthwhile investments and varying your content types plays a key role in meeting your objectives on LinkedIn.
For example, amongst pages that have access to the Carousel feature so far, they have been shown to drive 3x as many clicks as any other type of content, including video. Image posts are shown to drive twice as many comments as posts that do not contain any creative, with LinkedIn recommending big, bold imagery sized at 1200x627 pixels as standard. With the ability to also drive deeper consideration through Articles and Poll your audience, variation should be a key consideration of any LinkedIn strategy.
Hashtags
If somebody told you that hashtags weren’t cool anymore, they’re wrong! Hashtags are becoming more important for discoverability on LinkedIn as they continue to develop and trial features that make it easier for users to find relevant content in this way.
Including multiple relevant hashtags is therefore going to become an increasingly important part of growing the organic reach of your content. You can also add hashtags to your page to display your key areas of interest.
The best hashtags can be found by utilising LinkedIn’s search function. Simply search for “#” followed by your subject matter and it will provide a list of the most relevant hashtags.
Introduction
Following Elon Musk’s well-publicised takeover of Twitter, many people rightly questioned whether the platform might expect to see a slump in users or see users spend less time on the app than previously. Fewer people though asked where those users might go next.
In delivering a rare quantitative update last week, the parent company of LinkedIn, Microsoft, provided some striking insights that may well have highlighted the answer.
In 2022, LinkedIn saw an impressive 22% YoY increase in the number of Feed Updates Viewed. Now, this alone is worthy of a pat on the back or two around the office, but more crucial is that the perception of LinkedIn as a platform of silent ‘members’ is changing.
Public conversations happening on the platform increased by 25% YoY in 2022, with public content shared on the platform increasing by the same amount between June 2020 and June 2022. The members are becoming users.
Add to this the fact that 40% of LinkedIn visitors engage with a page organically every week and there’s never been a more important time to finally nail that LinkedIn strategy that keeps cropping up in management meetings.
Luckily, we have a few tips to guide you in the right direction.
Varied Content Types
LinkedIn has outlined that video will remain a key focus for the platform in 2023. By far and away its most engaging content medium, users are 5x more likely to engage with video than any other post format.
In particular, they have highlighted that Live Video drives up to 24x more engagement than other post types, and whilst live broadcasting may not be appropriate for all pages, it is worth considering if this can be incorporated within your strategy as well as traditional video.
That’s not to say other post formats are not worthwhile investments and varying your content types plays a key role in meeting your objectives on LinkedIn.
For example, amongst pages that have access to the Carousel feature so far, they have been shown to drive 3x as many clicks as any other type of content, including video. Image posts are shown to drive twice as many comments as posts that do not contain any creative, with LinkedIn recommending big, bold imagery sized at 1200x627 pixels as standard. With the ability to also drive deeper consideration through Articles and Poll your audience, variation should be a key consideration of any LinkedIn strategy.
Employee Advocacy
In our experience, the strongest and most authentic advocates for your business are the people that work within it. Their knowledge and experience will illuminate your company culture and demonstrate the values of your business in a far more organic way than any Page post ever could.
According to LinkedIn itself, 30% of all engagements on pages come from an employee, and employees are 14x more likely to share content from their company’s page than any other type of content on the platform.
The best LinkedIn strategy for your page should therefore be one that enables (not forces) your employees to advocate for your business and encourages them to not just to engage with the content you publish on your page, but to use the content as an opportunity to share their knowledge and insight with their network.
Hashtags
If somebody told you that hashtags weren’t cool anymore, they’re wrong! Hashtags are becoming more important for discoverability on LinkedIn as they continue to develop and trial features that make it easier for users to find relevant content in this way.
Including multiple relevant hashtags is therefore going to become an increasingly important part of growing the organic reach of your content. You can also add hashtags to your page to display your key areas of interest.
The best hashtags can be found by utilising LinkedIn’s search function. Simply search for “#” followed by your subject matter and it will provide a list of the most relevant hashtags.