Love this comprehensive LinkedIn infographic (below) from Number Sleuth.
It features some big numbers!
I don’t know about you, but in recent months, I feel that LinkedIn has changed. A lot!
A bit of it is down to changes made to the platform itself. For example, LinkedIn recently enabled users to upload video directly to the feed, whereas previously, you needed to include a link to YouTube.
This has seen LinkedIn members increasingly take the plunge and post videos of themselves riffing on particular topics on relevance to them (and hopefully their audience too). Some are really good – the ideas, insights and stories shared have been welcomed by other users, and big numbers of views have resulted. There is a bit of chest-beating dross too, but people tend to avoid such videos.
The other thing we’ve been noticing here at Zoetic Agency is the sharp increase in engagement.
Yes, you heard that right!
Engagement on LinkedIn – shares, likes, comments – used to be minimal.
Not sure why. People don a business suit and suddenly they’re reluctant to publicly make a comment on someone’s social media post? Dunno. Whatever the reason, it is not the case now. The shackles are off people and the comments are flowing. Giddy up!
Still on that theme …
One thing we’re seeing through our own efforts, and that of our clients, is that telling micro-stories on LinkedIn really works.
You have up to 1300 characters when you post to the LinkedIn feed. I’ve been using a good chunk of characters recently to tell stories and riff on topics dear to my heart.
By way of example, here are the results generated from some of my recent efforts:
- A riff on Seth Godin’s body of work – 6150 views in the feed (88 likes, seven comments)
- An example of what a great blog post looks like – 11,437 views (18 likes, four comments)
- A post commenting on what I thought was the best content marketing execution in Australia – 2480 views (36 likes, five comments)
- A rant about online versus offline influence – 3909 views (40 likes, nine comments + an interview on a popular marketing podcast coming out soon)
- Promotion of an interview of my good self in Peter Gearin’s Brand Tales publication – 3070 views (37 likes, six comments)
- A video riff around humanity in communications – 683 video views (29 likes, three comments)
You get the idea.
We had one client who generated 20,000 views of a LinkedIn post that featured a cool little story about being new to Melbourne.
So, if you’re a business or community leader and keen to build visibility, influence and trust using LinkedIn, we recommend you:
- Post micro-videos in which you provide ideas, insights and advice that your connections (and their connections) might find beneficial, and
- Post micro-stories (along with an interesting image) that might reveal a lesson learned or a nugget of wisdom that, again, your audience will find interesting and of value.
We do, however, recommend you publish this micro-content in line with a strategy as this will help build and reinforce your professional narrative.
If you need help in building out a strategy, or with the production of videos and/or social tiles, please do get in touch.
(AND FINALLY, HERE’S THE INFOGRAPHIC):