What Are the Newest Trends
Content distribution on social networking sites is based on an algorithm. This protects
us, the users, from content we might find irrelevant. The LinkedIn business platform
works the same way. Those that follow our agency, DIGITAAL, will know that LinkedIn
is our favorite social network, and we have been pointing out its business benefits
to company CEOs, salesmen and HR departments for many years. Today we will take
a look at the results of a large study recently published by Richard van der Blom.
The study evaluated the effects an algorithm has on the distribution of user content,
analyzing over 10 thousand different posts. The entire paper is around 60 pages long,
however, for this article we have picked out the most important parts and will place
the data into context.
Do you know which content format is
shared most often on LinkedIn? The study
showed that single image posts are shared
the most throughout the platform. The data
also revealed that posts which were adsupported are given more exposure.
Furthermore, posting content containing
a document (such as a pdf) or multiple
images will also have a positive effect on
your post’s reach. This type of post format
is worth considering in greater detail.
Our client’s data tells us that, regardless
communication with other
users has a much larger effect
than any other interaction.
of field specialization, posts containing
multiple images experience drastically
higher user interaction than posts with
a single image. This, of course, includes
a dramatically higher number of clicks to
access the photo gallery, which also has
a very positive effect on the parameter
LinkedIn calls “dwell time”. “Dwell time”
is the time users spend reading or looking
at the content of the post. Photo galleries
have an engagement rate of over 50%,
while regular posts hover around 5%.
Something we considered very interesting
in the study’s findings was that liking
a LinkedIn post increases your chances of
seeing other content by the same author
by 30%. If you were to comment on that
saidpost, your chances of seeing other
posts made by the same author spike to
80% and if you message the author directly,
these odds rise to 85%. This means that
actively publishing content and interacting
with other accounts’ posts is not always
necessary. Direct private communication
with other users has a much larger effect
than any other interaction.
Sharing PDF documents on the platform,
which are then displayed on the site
as so-called “carousels” are becoming
increasingly popular amongst users.
The optimal number of slides in these posts
is around 7, no less than 4, but no more than
11. What is the takeaway here? Put some
creativity in your documents. Have an eyecatching font page, but do not share fulllength company magazines in your posts.
Did you know that selfies exhibit
a threefold increase in user interaction? Do
you like emojis? Then listen up, one line of
text should contain at most 10 emojis and
at least 4 in order to drive interaction up.
Do your posts contain multiple languages?
The study found that the inclusion of more
than one language in a post decreases its
reach. It is therefore more beneficial to
find out which audience you are reaching
and stick to a single language accordingly.
Did you know that selfies
a threefold increase
in user interaction?
Are you posting videos? Share them
directly on the platform. If you absolutely
have to make use of another video
platform, then Vimeo is definitely the way
to go, as it is favored in the algorithm, and
has a 2.2 times larger reach than YouTube.
Interesting, is it not?
You can find further information about
LinkedIn on our blog. Visit www.digitaal.
cz and under the blog section and you
will find case studies and a deeper
analysis of the LinkedIn algorithm.
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