linkedin trends every marketer must know
TRANSCRIPT
LinkedIn Publishing Trends Every Marketer Must Know
● LinkedIn’s volume of growth may not have reached content shock.
● LinkedIn was the primary content distribution network for some topics.
● Long-form content is shared more than short posts are.● Official influencer recognition isn’t necessary to earn a
high-share volume (but it helps!).● Original content on LinkedIn earns few referral links.● Successful LinkedIn posts are:
○ Personal○ Professional○ Practical○ Portray a path for change○ Point toward peak experiences
Summary
LinkedIn has seen explosive growth in the number of articles published on the platform.
Feb. 2014Long-form publishing open to users, not just influencers.
2014 Users publish 1,000 articles per month
2015More than 80,000 articles published
2016More than 130,000 articles published
Jan. and Feb. 201762,900 articles published. If pace continues, 377,400 articles to be published in 2017
The number of LinkedIn users is also growing, reaching over 430 million in 2016, as Business Insider reports.
Shares are also growing
LinkedIn surpasses Facebook and Twitter for social shares in many B2B areas even when the shared content is not published on LinkedIn.
Research Amplify Monitor
Shares on LinkedIn Surpassed Shares on Twitter for some B2B Content Areas
Long-from content published at LinkedIn gets few referral or back links.
More people publish short posts (less than 1000 words) at LinkedIn.comBUT...
LONG posts, of 1000-3000 words are shared much more than average!
How to posts dominated the most shared headlines on LinkedIn.
Work related topics were heavily shared.
The most-shared articles emphasize change and growth.
Short list posts perform well
Amplify Monitor
5 P’s of publishing on LinkedIn.com
1. Practical2. Professional3. Personal4. Portray a path for
change5. Point toward peak
experiences
High volume shares are possible from LinkedIn.com to users who aren’t official “influencers.”
In 2016, only 13 of the most shared authors were official “Influencers” on LinkedIn. The most shared post was not written by an official influencer.
Of the 10,000 most-shared content pieces in the last five years, only 6% (669) were written by those identified by LinkedIn as its most influential writers.
● LinkedIn’s volume of growth may not have reached content shock.
● LinkedIn was the primary content distribution network for some topics.
● Long-form content is shared more than short posts are.● Official influencer recognition isn’t necessary to earn a
high-share volume (but it helps!).● Original content on LinkedIn earns few referral links.● Successful LinkedIn posts are:
○ Personal○ Professional○ Practical○ Portray a path for change○ Point toward peak experiences
Summary
Thank you.