The best types of content for LinkedIn, according to a new study
Posted: Wed Jan 22, 2025 5:28 am
If you're a LinkedIn user, you've probably seen a " you can't post that on LinkedIn " message at some point. Well, LinkedIn has changed a lot over the past few years, and so have its users. We're seeing a lot of gurus telling us that short videos are the present and the future on almost every channel, but is that true for LinkedIn?
A recent study by Socialinsider and Cloud Campaign why do vietnamese use zalo? can help us answer this question and understand the best type of content for the professional social media platform.
Follow us on the Rock Content LinkedIn page
The findings of the study
SocialInsider and Cloud Campaign research examined over 141,000 LinkedIn posts from 1,126 pages to analyze what type of content delivers the most engagement, click-through rates, and other benefits on LinkedIn.
According to the study, native documents generate 3 times more clicks than any other type of content .
So, if you want to entertain and engage your audience, remember that this is a great way to retain them. Oh, another great piece of information, especially for B2B companies. Did you know that 80% of B2B leads come from LinkedIn? This number is quite high compared to Facebook (7%) and Twitter (13%) , so there is a huge opportunity to reach new audiences and generate more leads with your organic strategy.
But you can’t rely on just one format for all of your planned content. If your brand invests in video content, I have good news for you. Video content generates the highest engagement rate per impression, especially for accounts with less than 50,000 followers . So, yes! Video is also a great asset for LinkedIn.
And on top of those results, images are a must-have in every strategy, due to the simplicity of creation (compared to native documents and videos) and high engagement rate (up to 4.06% average engagement per impression rate for pages between 50-100,000 followers).
Create meaningful content for your audience
With this data, you can create a successful content strategy for LinkedIn, but you shouldn't overdo it or create content that provokes engagement.
Recently, LinkedIn also updated its feed algorithm to demote this type of content . Since the feed is constantly increasing in user activity, it was only natural that some growth hackers tried to take advantage of the excessive posting of engaging types of content, especially surveys.
And this is what LinkedIn says about this type of action:
“ We have seen a number of posts that explicitly ask or encourage the community to engage with content through likes or reactions, posted with the sole intention of increasing reach on the platform. We have heard that this type of content can be misleading and frustrating for some. We will not promote this type of content and encourage all members of the community to focus on providing reliable, credible and authentic content . ”
Since LinkedIn is one of the best social channels for organic strategies and is seeing record levels of engagement , every brand and influencer should have this channel on their radar.
But how can we, as marketers, ride that wave of engagement? Understand what the audience wants and give it to them. We're talking about a professional social network, and what we tend to see most is content related to careers and the market .
As marketers and content creators, we can leverage a new type of content to reach new audiences and increase our engagement rate, but we must do so responsibly.
A recent study by Socialinsider and Cloud Campaign why do vietnamese use zalo? can help us answer this question and understand the best type of content for the professional social media platform.
Follow us on the Rock Content LinkedIn page
The findings of the study
SocialInsider and Cloud Campaign research examined over 141,000 LinkedIn posts from 1,126 pages to analyze what type of content delivers the most engagement, click-through rates, and other benefits on LinkedIn.
According to the study, native documents generate 3 times more clicks than any other type of content .
So, if you want to entertain and engage your audience, remember that this is a great way to retain them. Oh, another great piece of information, especially for B2B companies. Did you know that 80% of B2B leads come from LinkedIn? This number is quite high compared to Facebook (7%) and Twitter (13%) , so there is a huge opportunity to reach new audiences and generate more leads with your organic strategy.
But you can’t rely on just one format for all of your planned content. If your brand invests in video content, I have good news for you. Video content generates the highest engagement rate per impression, especially for accounts with less than 50,000 followers . So, yes! Video is also a great asset for LinkedIn.
And on top of those results, images are a must-have in every strategy, due to the simplicity of creation (compared to native documents and videos) and high engagement rate (up to 4.06% average engagement per impression rate for pages between 50-100,000 followers).
Create meaningful content for your audience
With this data, you can create a successful content strategy for LinkedIn, but you shouldn't overdo it or create content that provokes engagement.
Recently, LinkedIn also updated its feed algorithm to demote this type of content . Since the feed is constantly increasing in user activity, it was only natural that some growth hackers tried to take advantage of the excessive posting of engaging types of content, especially surveys.
And this is what LinkedIn says about this type of action:
“ We have seen a number of posts that explicitly ask or encourage the community to engage with content through likes or reactions, posted with the sole intention of increasing reach on the platform. We have heard that this type of content can be misleading and frustrating for some. We will not promote this type of content and encourage all members of the community to focus on providing reliable, credible and authentic content . ”
Since LinkedIn is one of the best social channels for organic strategies and is seeing record levels of engagement , every brand and influencer should have this channel on their radar.
But how can we, as marketers, ride that wave of engagement? Understand what the audience wants and give it to them. We're talking about a professional social network, and what we tend to see most is content related to careers and the market .
As marketers and content creators, we can leverage a new type of content to reach new audiences and increase our engagement rate, but we must do so responsibly.