What Content to Post on LinkedIn

Since Microsoft’s acquisition of LinkedIn in mid-2016, they have been making a lot of catch-up improvements to the platform. A recent report released by LinkedIn revealed that the number of Comments, Likes and Shares grew by over 50% year-on-year[1]

With over 630 million active users on the platform[2], LinkedIn themselves realised that their platform is quickly becoming a formidable contender to the social media industry. To help all of us users out, they released a comprehensive Guide to Posting Content on its platform.

The guide titled “How to Spark Meaningful Conversations and Measure Success”[3] contain 7 tips which we will try our best to shorten but keep informative for you.

What Type of Content to Publish

Publishing good content on the platform requires some planning and alignment with the company’s overall direction. Like other social media platforms, simple sales and promotion aren’t going to cut it in LinkedIn.

Good content includes industry news, thought-provoking opinions on a big topic within the industry of your profession, tips and tricks, and even commenting on other people’s posts as part of supporting their works.

With an overarching campaign direction in place, produce content that resonates the same frequency. This creates consistency and ample brand foundation among the audience.

One can also share personal stories and experiences in a genuine way that would inspire others in the same industry.

What Format to Post?

3 major formats that LinkedIn recommend are articles, short-form posts and videos.

Because everyone is in LinkedIn as a professional, they are more keen to read long-form articles. But they are also more critical of facts, so it would be wise to fact-check claims and back them with links, graphs and charts. It is also recommended to attach videos, images and slides to strengthen your position.

Short-Form Posts are best used to start a conversation about a topic, and looking for feedback and thoughts. It can also be a good place to seek out advice and ideas.

Videos are by far the most engaging mode of content at the moment on all social media platforms including LinkedIn. If you have the means, always focus on creating content on video formats.

Managing Comments

All comments, whether they or not they agree with your point of view, should be treated with great respect. Just because someone doesn’t agree with your argument doesn’t make them wrong.

Always approach comments with a sympathetic tone, and give your personal experience to back your point up. This will not make it right or wrong, just a matter of differing experiences and perspectives.

There will always be people who will try to ride on your comment section to sell something. In these cases, we would advise Reporting and/or Deleting the comments altogether. If your conversation is about thoughts and not selling, you shouldn’t tolerate desperate hard sellers.

Using Hashtags

LinkedIn not only works well with hashtags, they have a special function that recommends hashtags based on your post captions. On top of that, you can also add hashtags that you like.

A well tagged post will dramatically increase discoverability among individuals who are interested in the topic. As usual, completely avoid adding irrelevant hashtags. Even if LinkedIn doesn’t penalize you, your audience will stop consuming your content.

Tracking Post Metrics

While LinkedIn has a comprehensive guide to creating well performing content, the final decision of their performance comes down to your audience. This is why it’s always important to track how well your content is working, and know which to recreate.

Here are 3 key metrics to look for in all your content insights:

  • Post Views: show the number of members who scrolled past your short-form post in their feeds
  • Video Views: shows how many people watch your video pass the 3-second mark.
  • Article Views: includes clicks from sources on or off LinkedIn.
  • Number of Times Post was Shared: counts the number of times a post was shared on and off the platform.

If you are familiar with social media insights, you will be pleasantly surprised to find LinkedIn including external metrics into your numbers.

Reading the Analytics

After all the campaign planning and content creation, probably the most important part for any marketer would be taking in and studying the analytics.

LinkedIn will only start publishing detailed analytics when a post has been viewed by 10 or more unique people, which admitted isn’t difficult to obtain. And all analytics will only stay up to 60 days, so try not to procrastinate too long before checking your stats.

Metrics that can be obtained from this detailed analytics include views, likes, comments and shares. These metrics are crucial to knowing if what you did had a positive or negative effect, and what improvements to apply on the next iteration.

Catching the Wave

LinkedIn is now the go-to platform for all B2B brands hoping to ride a new social media wave. Although it isn’t new, the slew of updates have sparked a mass return.

But no matter how attractive it is, always remember that the LinkedIn crowd are incredibly intelligent and well-read.  Be sure to keep your content newsworthy.


[1] “New LinkedIn Research Shows That 44% of Its Members Visit the Site ….” 12 Feb. 2019, https://www.sourcecon.com/new-linkedin-research-shows-that-40-of-its-members-visit-the-site-every-day/. Accessed 14 Jun. 2019.

[2] “About Us – LinkedIn Newsroom.”https://news.linkedin.com/about-us#statistics. Accessed 14 Jun. 2019.

[3] “How to Spark Meaningful Conversations on … – Business Linkedin.” https://business.linkedin.com/marketing-solutions/blog/b2b-content-marketing/2019/how-to-spark-meaningful-conversations-on-linkedin-. Accessed 14 Jun. 2019.

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