LinkedIn is currently experiencing “record levels” of engagement, and this activity will continue to increase as we enter the next stage of pandemic recovery, and economic activity picks up again.
This has sparked the interest of many brands, who are now looking to put more emphasis on the professional social network.
So how can you do it? What’s working on LinkedIn right now and what should your LinkedIn content approach focus on?
The Socialinsider team recently partnered with Cloud Campaign to find out more, analyzing over 141,000 LinkedIn posts, from over 1,000 LinkedIn Company Pages, to see which formats generate the best response.
Their main finding? Native documents – as inpublications consisting of PDFs uploaded directly to LinkedIn– generate 3x more clicks than any other type of content. Many users also use this format as a native carousel post type on LinkedIn, with each uploaded PDF showing in a separate, swipeable view.
Videos also work well – you can see a summary of their findings in the graphic below, or read the full research here.