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LinkedIn: Who uses it and what content are they interested in?

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By Suzanne Brown Read time 2 mins

Don’t underestimate the power of LinkedIn, which can be a powerful element of your content strategy. Established 18 years ago as a networking site for professionals, LinkedIn has steadily grown to one of the top social media platforms. Business Insider rated LinkedIn as the most trusted social media platform globally. It’s ideal for marketing your brand, building credibility and authority, and adding value to your connections. 

How popular is LinkedIn? Globally, there are 756 million LinkedIn professional users. That’s 690 million professionals with a LinkedIn profile, and 57 million companies with a page on LinkedIn ( LinkedIn).

And in Australia, there are more than 12 million LinkedIn users , or 46.5% of the population! (NapoleonCat). While these aren’t the big numbers of Facebook and Instagram, the fact that LinkedIn targets a specific audience makes these figures impressive. 2 million posts, articles and videos are published on LinkedIn every day (Omnicore)

Who uses LinkedIn? In Australia, the highest using demographic is the 25 –34 age group, with the 35-54-year-olds at 22.2% and 18-24-year-olds at 14.8%. Only 4.5% of people over 55 use Linkedin (NapoleonCat). The gender split is pretty much 50/50.  

What kind of content works best? LinkedIn recommends the 4-1-1 rule: For every piece of content you share about your business or organisation, it’s best to share one update from another source and four pieces of content published by others. 

If you’re stuck for ideas, don’t panic. LinkedIn has kindly provided some thought starters for post ideas. You’ll find them here. Posting thought leadership pieces is popular and helps to build credibility and authority, and sharing other relevant thought leadership from others will add value to your connections. Remember to include an image, because authentic and relevant photography or illustrations attract twice the engagement than posts without images. 

Video posts are even better, earning an average of three times the engagement of text posts (BusinessInsider), with LinkedIn users twenty times more likely to re-share a video post. Native video (that’s video you’ve uploaded directly rather than link to a 3rd party like YouTube) plays automatically in LinkedIn, making it more accessible for your audience and keeping them on LinkedIn rather than watching what YouTube serves up next. 

Videos can be anywhere between 3 seconds and 30 minutes, and LinkedIn’s tip is to keep video ads to less than 15 seconds. There are some great tips on LinkedIn ads here.

Videos that lend themselves best to LinkedIn are: telling your brand story, talking about your company culture, customers/beneficiary testimonials, quick demo’s of your products, behind-the-scenes videos, fireside chats, sneak peeks of webinars or previews of your event. And everyone loves Top 10 lists.

Carousels – PDFs posted as carousels succeeded in 2020 in getting the highest amount of dwell time (+40-60% compared to last year) (Willow). 

LinkedIn live stream is gaining attention, and in 2020 it increased by 437%. Live streaming also receives seven times the reactions and twenty-four times the comments than a native LinkedIn video!. The ideal length is 15 mins to 1 hour. If you do a live stream, make sure you have someone moderating the audience engagement, so that you can make the most of it during your live broadcast. 

A final tip for LinkedIn video; 57% of LinkedIn total traffic comes from mobile devices, and 80% of viewing is with the sound turned off (LinkedIn). So optimising your video for sound-off mobile using text, captions, and square mobile-friendly formats is best. 

If we can help with any of your written, visual or video content for LinkedIn, give us a call!

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