What content should be preferred on LinkedIn?


With more than 756 million members, LinkedIn is a fertile ground for companies that wish to communicate primarily in the field of business to business (B2B for close friends). Unlike Facebook which adapts to a more traditional target (B2C). But, what are the most effective and relevant content? Although it is important to vary the shapes, there are trends that are taking place.

To illustrate these trends, Social Insider conducted a study of no less than 39,465 posts from 2,624 brand accounts over one year (March 2020 to March 2021), with the following breakdown:

Accounts with less than 5,000 subscribers: 962

Accounts between 5,000 and 10,000 subscribers: 475

Accounts between 10,000 and 50,000 subscribers: 682

Accounts between 50,000 and 100,000 subscribers: 186

Accounts with more than 100,000 subscribers: 319

Images and videos get more engagements

Overall, articles are not the content that generates the most engagement too, the more subscribers an account has, the more engagement decreases. Accounts under 5K, 5K / 10K and 10K / + should focus on visual content and accounts under 10K / 50K and 50K / 100K on video content .

Images and articles are mostly published

Obviously, images are essential on the platform (49.21%). Despite the lower engagement rate, more articles are published (38.76%) and video comes last with 12% of the published content.

Visual content gets more likes

Here, we see the opposite effect to engagement, the higher the number of followers, the more likes, which makes sense. Overall, image and video generate the most likes, but in the 50K / 100K bracket, articles are the most effective (after video).

Videos encourage users to comment

If an account has less than 10,000 subscribers, it would be better to focus on the images if you want to get more comments and therefore exchanges with users, on the contrary, if an account has more than 10K subscribers, it will be necessary rather focus on video. The articles generate few comments …

Images and videos get the best impression rates

For small accounts, images will be the most relevant to reach the most people, and videos for large accounts. We note that for accounts with less than 5K subscribers, the effectiveness of the images is indisputable!

Articles generate more engagements per impression

Previously, it was found that articles were not the best vehicle for interactions, however, for small accounts when it comes to impression engagement, these are the most effective, and so are 10K / 50K and 50K / 100K slices. For accounts with between 5K and 10K subscribers, it is a video and for over 100K it is images.

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