By the Numbers: The posts that get probably the most engagement on LinkedIn

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LinkedIn benchmark data

LinkedIn is red-hot proper now.

Manufacturers are posting 10% extra incessantly on the social platform this 12 months than they did final 12 months, and engagement throughout the board is up a whopping 44% YOY, in line with benchmark information from social media analytics supplier Socialinsider.

Amid all this chance — and competitors — how will you finest stand out?

Socialinsider’s analysis reveals that visuals go a great distance, even on the historically buttoned-up, skilled social community.

Content material with a video connected tends to get the best variety of shares, the analysis discovered, particularly if it’s shared with a big viewers (greater than 100,000 followers). Photographs, particularly multiple, can even enhance your share charge, although you is perhaps stunned that the median variety of shares on a LinkedIn put up is simply three.



The recognition of video doesn’t imply you need to go all TikTok on LinkedIn, in fact. Nevertheless it does imply that this is a chance to spotlight thought management in a brand new approach. Are you able to get your government to sit down down for a two-minute video opining on a subject that’s significant to your viewers? Are you able to seize workers to point out what a day within the life in your office is like for an employer branding play?

Additional underscoring the significance of visuals on LinkedIn, the analysis discovered that multi-image posts see the best charges of total engagement. Once more, this impact turns into much more pronounced the bigger the viewers is. General, the median variety of likes on LinkedIn content material is 45; the median variety of feedback is simply 4.

You’ll additionally wish to hold the captions that accompany these pictures quick and to the purpose: the info confirmed that the best variety of phrases in a caption is nineteen or fewer. That’s not lots of actual property. You’ll want to decide on the pithiest, most concise captions to thrive.

LinkedIn benchmark data from Socialinsider

If you wish to enhance your total impressions on LinkedIn, nevertheless, you’ll wish to flip to polls. The Socialinsider information discovered that polls are served to the best variety of individuals. Whereas this content material won’t be as efficient at spreading your model messaging, it is a crucial solution to attain extra individuals, doubtlessly boosting your like and comply with charge. Consider some artistic methods to get customers concerned in polls: ask about matters which can be scorching in your business, ask them to vote on new services or products names, or use it as a solution to playfully share your group’s perspective.

However bear in mind: Content material is about greater than an algorithm

You may see this analysis and really feel the urge to throw your fastidiously deliberate thought management marketing campaign within the trash. “All they need are movies and photos!” you may rage.


This information merely provides us perception into what’s most fashionable, not what’s most efficient. In social media, engagement is never the objective in and of itself.

Sure, loads of individuals may work together with photographs of your March Insanity potluck lunch or a video of your staff doing the “I’m an account, in fact I (insert humorous commentary on the occupation right here).” And these are nice sorts of content material that may impression the enterprise in optimistic methods.

However they received’t set up your government as a thought chief. They received’t assist present clients that you simply perceive their ache factors. They possible received’t be a magnet for a journalist boredly scrolling the platform, searching for their subsequent story.

There’s nonetheless a spot for text-based posts which can be longer than 19 phrases. There’s a spot for longer-form movies of an government discussing an vital subject. There’s a spot for pictures which can be enjoyable and foolish and people which can be strong and full of actionable information.

The perfect social technique has a mixture of content material that retains your viewers in thoughts, not an algorithm.

Use the info from this examine (and others you’ll see in our By the Numbers characteristic) as a information — however not the be all, finish all.