The Dos and Don'ts of LinkedIn Content: Strategies for Building Engagement and Growing Your Network

LinkedIn is a platform that offers phenomenal mileage for businesses, irrespective of the fact that you may still have not comprehended the benefits it offers. This is the ideal platform for businesses to launch campaign if they have the end goal of network expansion. This platform is also the best for companies that are looking for promoting their content and seeking increased engagement. Though the platform usage has expanded rapidly in recent times, most of the people are not utilising it correctly and as a result some highly inaccurate content also.

This has prompted the experts at Moris Media, the best LinkedIn Marketing agency in India, to present some guidelines that can help in creating content in an appropriate manner so that the desired engagement levels can be generated.

Create posts with only text

True, it is so. Although the majority of social media platforms endorse visually scintillating content because it is statistically more engaging, this is not the case for LinkedIn, where text-only posts are statistically more engaging. In fact, one of our clients conducted A/B testing by posting LinkedIn content with videos and images, while the other postings were text-only. After a few days, the client discovered that the posts containing images and videos were receiving fewer page views than those containing only text. This case surprisingly demonstrates that text-only LinkedIn posts typically perform significantly better than other types of posts, which is in contradiction to the standard thoughts.

However, you must bear in mind that nobody has the leisure to peruse columns of text in the modern world. The situation is made worse by the fact that the majority of us read these posts on mobile devices, which have much smaller screens than laptops or desktops. Therefore, "brevity is your friend" and it is preferable to keep your posts brief and concise. However, if you are a writer, be sure to include a captivating catch in the first line so that you can entice readers to read the entire post.

Liking your own posts is desirable

Do you feel uncomfortable liking your own posts? Does it also occur to you that giving yourself a thumbs-up as a sign of approbation is inappropriate? Well, wouldn't you know it!! If you have neglected the like icon, you have made an error, as it appears that you can attract more people if you like your own posts and status updates. This also applies to your remarks, as preferring them engages more people. In fact, by favouring the comments, you will re-engage those who have already commented on your post, as they will continue to receive notifications about new comments and likes, which may ultimately encourage them to comment again.

Sharing Native Videos

You should be aware that LinkedIn doesn’t encourage sharing of external links on its platform; consequently, videos uploaded directly to LinkedIn perform significantly better than those shared as external links to videos on other platforms, such as YouTube. In fact, LinkedIn spent a significant amount of money in 2018 to enhance its video platform, so it is now possible to share native videos on LinkedIn to create highly engaging content. Videos uploaded directly to LinkedIn can be up to 5GB in size and 10 minutes in length. Please note, however, that statistically, video content under 1.5 minutes performs better than other durations.

Optimise your content publishing to get maximum engagement

It is crucial to comprehend what the optimal level of content or posting frequency is in order to attract the most attention from your readers. In reality, you risk losing your readers if you post too infrequently, while you risk bombarding them if you post too frequently. Therefore, it is as if you are on a razor's edge and must discover the optimal number of posts to maximize engagement. However, you must never compromise on the quality of your content, as it must sound the bell every time your audience reads one of your posts. In fact, it is preferable to receive 100 clicks from 3 to 4 posts per day than 110 clicks from 10 to 11 posts per day. It is similar to return on investment in that you do not want to publish too many links that have diminishing returns for a few more visits.

Making use of appropriate hashtags

LinkedIn, till just few years back, was not particularly enthusiastic about the use of hashtags; however, they now fully endorse and encourage the use of hashtags. Actually, using hashtags makes the content more searchable, which is likely to increase the posts' visibility significantly. You've probably noticed that nearly all posts today include identifiers that are pertinent to their content, the company they're promoting, or the cause they're supporting.  However, please refrain from using more than 5–6 hashtags per post.

The End Note

Let's conclude by reviewing the five golden principles for writing highly engaging LinkedIn posts: Text-only content performs better than any other type, you should not be afraid to like your own posts and content, you should avoid sharing external links, you should determine the optimal publishing frequency, and you should never forget to include relevant hashtags. We believe that you will now be able to understand the intricacies of composing an engaging LinkedIn post. Connect with the Digital Doctors at Moris Media if you need further guidance in this process.