HR

?

What Are the Newest Trends

Happening in

LinkedIn

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

Direct private

“

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

“exhibit

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.

Text a foto:

DIGITAAL.CZ

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