Platform AudienceCurrent audience demographics as of October 2021.
- 59% are 25-34 (by far the largest group)
- 20% 18-24
- 18% are 35-54
- 57% male
- 43% female
Posting and Cadence TimesWe find that this is currently the optimal cadence and posting schedule for LinkedIn. Cadence
- 3x/week is ideal
- 1x/week minimum
- 8-10am, 12pm, 4-5pm
Content FormatsIncluding images in your LinkedIn posts is key. Images typically result in a 2x higher comment rate on posts and adding 3-4 images can also increase engagement. Up your game with video posts, which earn 3x the number of engagements as text-only posts and are shared 20x more than any other type of content.
Paid vs. Organic ContentOrganic Posts The sky’s the limit when it comes to organic LinkedIn Posts. Choose between sharing images, text, video, LinkedIn articles, or resharing posts from other pages to publish on your company profile. Paid Ads LinkedIn ads offer powerful audience targeting and a variety of formats. Videos work well for awareness, image ads perform best on LinkedIn for lower-funnel activity, and sponsored InMail messages allow you to reach out directly to prospects’ inboxes. Boosted Posts With more limited targeting options than full paid campaigns, boosted posts allow you to choose an organic post, set a budget for objectives such as engagement, brand awareness, or website visits, and choose an audience.
- Feed posts: 1:1 (square), 1.91:1 (landscape)
- Stories: 9:16
- Cover photo: 4:1
- Video: horizontal/square, 30 seconds or less for brand awareness, 30-60s for clicks
LinkedIn Hashtag UsageAdding hashtags to your posts is a good way of increasing your post impressions and reaching new audiences. Experiment with LinkedIn-suggested hashtags, hashtags about geolocations, and hashtags about your brand niche.
GroupsGroups are a powerful aspect of LinkedIn. Individuals or businesses that participate in them are able to network, research, share content, and generate leads from targeted communities.
LinkedIn Growth Opportunities
Leverage Employees30% of engagement on LinkedIn for a company comes from its employees. Consider your employees as a primary audience for content when deciding what to post, and use the “notify employees” feature occasionally to notify them about new posts from your page.
Live Video:Live videos receive an average of when compared to natively published videos from the same pages. What’s more, 68% of video marketers will include LinkedIn in their 2022 strategy, a 5% increase from 2021.
TaggingTagging members on LinkedIn and using hashtags in your posts on LinkedIn can increase reach, engagement, and website traffic. Posts with links also perform well, with up to 45% higher engagement< than posts with no links. Click here to download a PDF version of our LinkedIn Best Practices.