What content performs best: text, photo, document, video, live video…?

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The same Richard van der Blom study we mentioned earlier concludes that a text post plus a document gets between 50% and 80% reach, native video between 20% and 70%, and text-only, between 20% and 50%. The only “fly in the ointment” is the possible decline of native video. It wasn’t a very large sample, but he teamed up with 10 frequent video posters, analyzed over 200 videos, and found that average video views/engagement had declined. It’s hard to know if this is algorithm-related or if it was simply capturing audience sentiment. Time will tell if there is a growing indifference towards native video, but in the meantime, LinkedIn is still experimenting with LinkedIn Live. But look out for the “detail” – there is currently no “Video” button in your Activity section…



Activity-Graciela-LinkedIn



11. Are the articles finished?
At the moment we could say yes. Most users seem to have abandoned articles, I guess both authors and audience prefer posts (short, 1300 character ‘updates’ as LinkedIn used to call them), because they are easier to write and easier to consume, especially if you are on mobile. The main difference between articles and posts is that search engines index articles and posts currently don’t. So when you write a post you are creating content that never leaves the LinkedIn walled garden, it won’t be distributed by search engines.

12. Are re-shares worth it?
Apparently not. My experience tells me that re-shared posts get worse results than a post of your own. Other people I know who spend a lot of time on the platform share this opinion. I think one of the reasons re-shares are less appreciated is because they are “a strange child between the sharer and the original author.” One piece of advice I can give you is: Do you want to clinical nurse specialist email database share a valuable post from one of your connections? For the algorithm, it is much better to copy the entire post and then give credit to the author by tagging them. “LinkedIn observer” Mark Williams believes that the reason re-shared content goes nowhere is because we, the audience, decide its fate. It feels like we don’t want to engage with them and that is what limits visibility.

13. Should hashtags be part of my strategy?
Absolutely. If you write about a robot dog and include #DARPA (126 followers) #robots (185,712) and #future (24,787,297), you will, in theory, be part of a large crowd, or at least cut down the right trees. Does it make sense to add hashtags that seemingly have millions of followers? Sure. Will millions of those followers see it and engage with your post? No. There could be a strong argument for sticking to hashtags that are known to elicit a lot of engagement. But, there is no easy way to find out which hashtags are preferred by active users, or which hashtags typically generate engagement. Since hashtags are all about discovery, LinkedIn may want you to discover/create your own, rather than slavishly following “an official list.” We know 3-6 hashtags per post is optimal. Pay close attention to the hashtags your network is using, and jump on that bandwagon. Apparently if a connection uses a hashtag you also follow, they get an extra boost. Using “networking hashtags” could help your post rank higher in someone’s feed, depending on what hashtags they follow.

14. I have heard that early interaction is important, why?
It’s crucial. If no one reacts or comments on your posts within 60 minutes of posting, it will perform poorly and get low engagement. If, on the other hand, your post quickly gains several likes and comments soon after being posted, it will get good levels of engagement. The algorithm is known to measure in terms of relationship rather than actual quantity. This means that an article with only 30 views has just as good a chance of being featured as one with 300 views, as long as the audience engages with it. So having an engaged audience, no matter the size, is very important if you want to build that audience. Nurturing your post, especially in the first 60 minutes, by reacting and responding to everyone who has taken the time to engage is essential if you want to reach the maximum audience possible. The algorithm will reward your responsiveness.

15. Do humans decide which content is a success or a failure?
Ultimately yes. Consider that while the algorithm is doing all the heavy lifting initially and quickly decides winners and losers in the content game, LinkedIn would never leave it up to a string of code to decide the champions. Every viral post you’ve seen on LinkedIn has had the full backing, and perhaps even help, of LinkedIn editors. Their game, their rules. An article with relatively few views can, in fact, be a top post if its ratio of views, likes, shares and perhaps even comments is higher than that of other top posts. In other words, once a post has been selected for a channel, if it performs well on that channel, it can be boosted by having a top positioning on LinkedIn’s top shelf.”

16. What is the secret to writing a popular post on LinkedIn?
Authenticity is key – all of the above tips work best when members talk about things that truly matter to them, in a way that comes naturally to them. Genuine conversation about real experiences makes for better, deeper conversation. Better conversation, in turn, leads to stronger community and connection.” Sure, but what’s the SECRET to going viral on LinkedIn? If you look at the type of content LinkedIn Editors prefer, you’ll spot a few common traits – feel-good, relevant work, helpful/valuable/sensible career advice. Interspersed with socially shareable, deeply personal or entertaining content – ​​which many people will recognize if you spend any time on Facebook.

17. Should I mention/tag others to get more engagement on my post?
Only if you're confident that the people you're tagging will respond. I tend to agree with the theory that content will suffer if people you tag don't respond, or if they remove their tag. Since we already know that LinkedIn's algorithm is sensitive to both positive and negative signals, I don't think it's a stretch to think that the tagging response is being evaluated, including the non-response.

18. What harms content?
Of course, oversharing, i.e. posting too frequently, is going to hurt your reach. It's reasonable to assume that other negative content-related signals, such as deleting, muting, unfollowing, deactivating, untagged, and reporting, are also measured and taken into account.

19. How important is writing for “my community”?
Very important! We, the users, have already provided a ton of relevant data that prepares/feeds the algorithm. It already knows, for example, what people, groups, hashtags, skills, employers, universities, etc. we have in common. It is smart enough to show our new content to our most recent connections. But if you just connect and don't engage, the algorithm will know that too. The feed has a sense of affinity between members. If you and I are connected, but every time I post you don't respond, the feed will remember that you are no longer interested in me and won't show you with my posts. If someone connects with a group of people but never talks to them, it won't really get them anywhere because the feed will learn that these people aren't really interested in each other.