In a recent study by Socialinsider, it was found that multi-image posts are the most effective in generating engagement on LinkedIn. While carousel posts were popular until recently, LinkedIn removed native carousels as an organic posting option. This shift has led to multi-image posts becoming the go-to choice for maximizing engagement. Brands and businesses can still create a similar effect by posting a PDF with multiple images, but the data suggests that multi-image posts are the best alternative for driving interactions on the platform.
Interestingly, the study also revealed that link posts tend to have poor performance on LinkedIn. This is likely due to the platform’s goal of keeping users engaged within the app, rather than clicking away to external sites. While some pages have tried posting the link in the first comment to circumvent this issue, there is no definitive data to support its effectiveness. However, it may be worth experimenting with different posting strategies to see what works best for your specific audience.
Maximizing Video Shares
Video posts were identified as the content type that generates the most shares on LinkedIn. This is particularly crucial for brands looking to increase their visibility and brand awareness on the platform. As LinkedIn continues to place a stronger emphasis on video content, there may be even more opportunities for video marketers to thrive in the app. It is important to note, though, that competition in the video space is also increasing, so brands will need to be strategic in their approach.
Increasing Brand Engagement
The study also highlighted a rise in overall LinkedIn engagement, with brands posting 10% more frequently than the previous year. This increase in activity is likely a response to the shifting landscape of social media, as more brands look to platforms like LinkedIn for meaningful connections with their audience. Despite the growing competition, LinkedIn has outlined plans to prioritize niche, valuable content that caters to the specific interests of its members.
While there is no one-size-fits-all approach to LinkedIn success, the insights from this study can help guide brands in formulating a more effective strategy. By leveraging multi-image posts, avoiding link posts, maximizing video shares, and engaging with the audience through valuable content, brands can position themselves for success on LinkedIn in 2024. It is crucial to adapt to the evolving trends on the platform while staying true to your brand’s unique voice and values.
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