LinkedIn has become a much bigger focus for many brands over the past year, with the changes at Twitter/X fracturing the professional social media landscape.
Indeed, LinkedIn has reported increases in engagement across the board, with video, in particular, getting more attention in the app.
And if you’re looking to put more emphasis on LinkedIn, then these new insights from Socialinsider might help. The team from Socialinsider conducted an analysis of a million LinkedIn posts, collected from 9,000 LinkedIn company pages, to get the latest data on average performance benchmarks, top-performing post types, follower growth rates, and more.
You can check out the full report here, but in this post, we’ll take a look at the key notes.
First off, the data shows that carousel posts generate the most engagement, on average, in the app.
As you can see in this chart, according to Socialinsider’s analysis, carousel posts and document attachments generate the most engagement, followed by video posts.
Though that does conflict with what LinkedIn itself has reported. LinkedIn recently shared that video content generates 1.4x more engagement than other formats, and that’s based on all of the performance data, versus this more limited sample. But that would also include personal pages. Socialinsider’s data pool only includes company pages, which could be a relevant consideration here.
The data also reinforces similar findings from Metricool, which also found that video and carousel posts generate the most engagement.
LinkedIn also found that carousel posts generate the most likes:
While polls drive the most impressions:
So if you want to maximize your LinkedIn performance, carousels, document posts and videos should be on your agenda.
Of course, this is also relative to what you post, and the relevance of each update to your audience, it’s not as simple as posting these types of updates and watching the likes roll in. But in alignment with your broader content strategy, these are the formats that are most likely to resonate with the LinkedIn audience, and help you maximize your efforts.
Socialinsider also notes that smaller pages are seeing significant follower growth, while image and link posts remain the most common company page post type.
I would imagine that image posts have become more popular over the past year, after LinkedIn made a change to its link preview format, which now means that organic posts in the app get a much smaller preview image, while promoted posts get the full-width image.
The larger image stands out in-feed, and some company pages have reverted to posting an image post, with the link in the first comment. There’s no clear best practice approach on this, in terms of relative performance, but I would hazard a guess that this is why image posts are on the rise.
There are more insights in Socialinsider’s full report, which provides more in-depth analysis of each aspect.
You can check out the full report here.
