LinkedIn was born in 2003 as a social network for professionals, and to this day, it has helped people find jobs and recruiters to improve their searches, but not only that, the channel is becoming increasingly relevant for the marketing and specialists see an opportunity in it to increase the exposure of brands, products and services, and to successfully target audiences. Next, we will tell you which are the publications with the highest performance in the professional platform.
Statista data reveal that LinkedIn is one of the most popular social networks in the world, with 645 million users, mostly between the ages of 25 and 34. Its use in the United States provides the most representative numbers: in 2019 it had more than 58 million users and by 2022, it is expected to exceed 66 million.
Its use and the creation of content is attracting the attention of marketeryes, according to socialinside, in 2020 increased by 60 percent on the platform. Thus, the social network is a powerful tool of marketing for brands to improve their position in the market and stay updated.
The great value offer of the social network is that it is oriented towards a more professional environment; however, that results in a lower engagement rate (0.35 percent).
What type of posts is most successful on LinkedIn?
To develop an effective content strategy on the platform, it is necessary to know which are the publications that obtain the best results; The way of sharing content is very varied, it goes from writing an article, publishing a video, a survey, an image or simply to share a vacancy.
According to Socialinsider to date, More than half of brand posts on LinkedIn are images at 49 percent of their engagement, and articles come in second at 38 percent.
A single image – no links– posted on LinkedIn can attract an engagement rate greater than 70 percent and generate a engagement of 0.45 percent.
This is due to the rise of visual content in all social networks: people prefer to see instead of reading as a result of the immediacy of information and lack of time, more so in a professional environment.
Although images and articles are prioritized on LinkedIn, in terms of engagementthe videos will surpass the previous two, because they make people comment more.
“Visual-oriented content increases the average number of likes,” says Socialinsider
Despite all the publishing trends mentioned in this article, it is important for brands and their specialists to study their market using these tools to create a rewarding social media strategy.
The use of LinkedIn as part of the strategy of marketing of any brand allows you to build credibility, create a significant network of professionals, position yourself among digital companies and observe new trends from industry leaders.
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