Understanding and adapting to LinkedIn’s dynamic changes is crucial for your business’s growth and networking potential. I’ve seen the role of LinkedIn™ go from a mere online resume holder to a powerful platform for generating leads, building partnerships, and establishing thought leadership. LinkedIn’s landscape is not just growing—it’s shifting shape with every new feature and algorithm adjustment. I’m here to help you cut through the noise and focus on the trends that matter, ensuring that your LinkedIn strategy remains not just relevant, but robust and results-driven. With an impressive 120 million member increase, reaching approximately 1,010 million in total, LinkedIn™ is fast becoming an essential platform for professionals and businesses.
I have reviewed the comprehensive and detail-packed insights report by Richard Van Der Blom (a fellow LinkedIn trainer) and have pulled out the key points that I feel are relevant for business owners and founders, to optimize their marketing on LinkedIn. For the full report see: https://www.linkedin.com/feed/update/urn:li:activity:7160527422398844928/
Current User Engagement Statistics
It is crucial to understand the types of engagement on LinkedIn™, as they reveal user desires and behaviors. Content Creators, previously at 5.4%, have climbed to 7.1%, jumping up to 8.9% when adding ‘Instant Reposts.’
We also notice a significant shift away from the ‘Silent Community,’ those who absorb content but stay passive. This category has decreased from 61% to 57%, giving way to ‘Content Ambassadors,’ users who actively engage with content, growing from 21.3% to 23.1%.
Device Trends on LinkedIn
A marked trend on LinkedIn™ is the transition toward mobile engagement, commanding 65% of all interactions. Meanwhile, desktop usage trails behind at 35%. This is noteworthy for a platform known for its desktop engagement.
For mobile users, the monthly engagement time is 19 minutes, which is up 45%. Interestingly, viewers looked at, on average 14 posts per session, a decrease from last year at 16.
Posts & Photos are enough
Among the various content formats on LinkedIn™, posts that combine text and a single image emerge as the crowd favorite. However, the text and image selection can significantly impact the post’s success. A post needing no more than 900 to 1,200 characters should perform best.
I understand the challenge of conveying your message succinctly. Yet, evidence reveals that posts with concise sentences—under 12 words in length—typically perform 20% better. It might feel counterintuitive, especially when you’re eager to share the breadth of what you offer, but it proves that brevity is your ally on LinkedIn™.
While it’s natural to want to use this platform to promote your products or services, exercise caution. Overly promotional posts tend to see a reduction in performance—sometimes a significant 75% decrease. Direct sales pitches or explicit product images might not resonate with your audience here. Instead, focus on insightful, value-driven content that helps your audience understand your industry, company culture, or the problems your services solve. Remember, LinkedIn™ is more about networking and building relationships than direct selling.
In our vibrant digital world, adding the right imagery acts like a fuel injection for your reach – it gives it a 15-20% push! Got your smartphone handy? Snap a relevant selfie, and you’re peering at peak performance, with about a 30% reach boost.
Let’s not forget the magic of personalizing your shared images. If you say goodbye to those dreary, impersonal stock photos you’ve been using, and intro your audience to fresh, original imagery, that’s when the game truly changes. Expect healthy engagement climbs of up to 45%, and feel the power of solidifying your brand’s authority.
If people feature in your photos, you could see your reach leap by an additional 20%. But hey, let your dazzling personality shine through, and that figure could rocket up to 60%! The cherry on top? A delicious 50% surge in engagement.
Remember, though, moderation is key. A surge of too many images might dilute the impact, so aim to keep it at a firm yet flexible max of five.
LinkedIn Polls: Harnessing Insights and Fostering Connections
In my experience, LinkedIn polls have proven to be an invaluable treasure trove for gathering insights, sparking conversations, and even seizing potential leads. Yet, a surprising statistic I’ve encountered is that only 1.2% of all posts on LinkedIn™ take advantage of this beneficial feature. This seems like a missed opportunity, especially considering the exceptional interaction and reach these polls can cultivate.
And speaking of reach, LinkedIn™ Polls are not just performing well—they’re leading the pack. They typically see a reach increase of 1.99 times more than the median, which even ascends to a staggering 2.16 times on Company Pages. So, as you fine-tune your LinkedIn strategy, consider how LinkedIn™ Polls could be leveraged to boost your profile visibility, engage in meaningful dialogue with your audience, and ultimately, grow your business.
Unlocking Video Engagement on LinkedIn
LinkedIn™ video posts have evolved beyond a passing trend; they now offer a powerful means to communicate insights and narratives. While videos might face a lower reach due to platform-specific view metrics, their ability to captivate audiences through engagement surpasses other content formats. At present, videos make up 8.2% of all LinkedIn™ posts. Interestingly, the algorithm favored videos in 2019, and then their impact dwindled, only to bounce back with greater reach since September 2023.
I understand that crafting the right video for your audience can be challenging, and one key factor to consider is the video length. The sweet spot for engagement lies in videos lasting between 1 and 2 minutes, which can boost viewer interaction by 40%. However, tread cautiously with videos exceeding 3 minutes, as they typically experience a 15% dip in engagement, with the decline deepening for each additional minute.
LinkedIn™ Articles are your secret weapon when it comes to thoroughly exploring topics and setting yourself apart as an authority in your field. Their direct reach on the platform might seem modest, but don’t let that fool you—they are a goldmine for your search engine visibility and for enriching the content of your newsletters. It might surprise you to know that a mere 4% of LinkedIn™ posts are articles, yet when they’re weaved into newsletters, they see nearly four times better performance compared to when they stand alone.
I’ve summarized some key strategies for crafting articles that resonate with both your audience and search engines:
- Target an article length between 800 and 1,200 words. I’ve noticed that stretching beyond 1,500 words might lead to a 10% drop in reach for every extra 150 words.
- Break your content into digestible paragraphs and use clear headlines. This approach has been shown to increase views by 50% and engagement by 20%.
- Your cover image? It’s pivotal. Ensure it’s attention-grabbing to draw in more readers.
- Consistency counts, and publishing bimonthly has yielded the strongest results in my experience. Weekly might feel like keeping up the momentum, but it doesn’t always pay off in reader loyalty or engagement.
- I find articles that incorporate videos or distill current trends and developments have a 30% higher engagement rate.
- To give you a benchmark, the average article comes with 3.2 hyperlinks, 2.1 tags, about 4.5 images, and close to 0.3 videos.
The Evolution of Hashtags on LinkedIn
Hashtags were once not at the forefront of LinkedIn™ strategy, but this has changed. Historically, using between 3 to 5 hashtags had been the sweet spot, a tactic even LinkedIn™ itself suggested.
In a landscape that’s always shifting, recent observations point to an evolution in this trend. The use of hashtags in your posts may not catapult your reach as it once did. For instance, pinning 4 hashtags to a post might offer a modest 9% climb in reach. Meanwhile, cross the threshold of 20 hashtags, and you could inadvertently set off spam alerts—a situation best avoided.
Diving deeper into the nuances, the research shows that while hashtags are indeed searchable, their inclusion in comments doesn’t seem to elevate a post’s reach. And the placement of these hashtags, be it amidst the text or at the conclusion, arranged vertically or horizontally, doesn’t visibly sway engagement levels.
Should you include an external link?
You might think that adding external links to your LinkedIn™ posts is a simple way to provide additional resources to your audience. However, this research tells a different story—a reduction in reach for posts with outbound links.
Here’s what you need to know. As it turns out, LinkedIn™ members generally prefer to stay within the site’s environment, meaning external content enjoys fewer clicks. Though it’s not officially confirmed by LinkedIn™, it’s plausible that their algorithm might rank lower posts that lead users outside its platform.
Now, I understand the crux of your content is often to drive conversions, which might require an external link. The challenge then is finding an effective way to include those links without significantly hampering your post’s reach. Consider having your main CTRs in your featured posts at the top of your profile and drive your audience there, or request those interested in finding out more drop you a DM and then send them a link.
Engagement on LinkedIn Events
The face of networking is evolving, with LinkedIn™ Events charting a double increase in user engagement. This trend could potentially indicate that virtual networking is steadily becoming a hallmark of the average user’s LinkedIn™ experience.
LinkedIn’s AI Integration
LinkedIn™ has introduced numerous exciting AI features, which enhance users’ experiences on this platform. These innovative features range from AI-Generated Recruiter Messages to AI-Powered Profile Building and AI-Conceived Collaborative Articles.
While AI significantly influences LinkedIn™ post engagement and networking efficiency, one interesting observation is that profiles utilizing AI report a 40% increase in “reposts,” but a 25% decrease in “comments.”
AI-powered collaborative articles have stirred debate. While these articles are hailed for boosting visibility and SEO presence, there’s criticism suggesting these primarily serve LinkedIn’s interests over the users. I have found that adding my thoughts to these articles has contributed to being labeled as a ‘Top Voice’ for my area of expertise, so it could be a useful marketing tool for validation.
Whether it’s soaring user engagement or the integration of AI, these transformations redefine the way professionals and businesses navigate LinkedIn™. As we continue to witness the emergence and reshaping of trends, understanding and adapting to them will undoubtedly lead to success. However, my take on this is that LinkedIn remains the solid, consistent, and reliable platform that it has always been. If you spend time producing good, relevant content to add value, if you communicate with others and share content you think is insightful, and if you regularly engage on the platform, then you will reap the rewards.
If you’d like to learn more about optimising your LinkedIn activities, drop me a DM.