While LinkedIn has experienced a meteoric rise in recent years, to the point of becoming an influential social network on par with X (formerly Twitter), few professionals are familiar with the platform's codes. To shed more light on the subject, a recent study by Metricool analyzed 577,180 publications.
In its report, we find information on the types of publications to to prioritize, and those that generate the best engagement with other users.
In the 47,735 LinkedIn pages analyzed, Metricool notably mentions the importance of a new media that was until now reserved for other social networks...
Video is making its mark on LinkedIn
After the success of TikTok, Instagram, and more recently Shorts on YouTube, it seems very natural and logical to see this type of media appear on LinkedIn. According to the study conducted by Metricool, video is currently the media that generates the most engagement on the social network, and more specifically in the application.
In its report on the results for the last quarter of 2024, Microsoft also confirmed this information, observing the strongly increasing engagement rate. The "impressions" (or displays) of videos would be up 73%, for a 52% increase in views. In addition to impressions and views increasing overall, interactions would also increase.
Polls on the rise
With a 206% increase from one year to the next, polls still have great potential on LinkedIn. These publications are still very little used, even though they currently generate record engagement on the platform.
Metricool explains in their analysis that these publications allow businesses to generate engagement much faster. This is especially true in the app, where smartphone users can respond to a survey with one click.
Figures explained by new features
If the number of videos on LinkedIn is exploding from one year to the next, this is actually not very surprising. Indeed, the platform recently set up a data feed reserved solely for videos, and optimized the displays of the latter to make them more fluid.
The same goes for surveys, which have had their layout revised to suit current tastes. Although LinkedIn has not yet communicated on its future features, it is very likely that the next ones will generate just as notable engagement...
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