Audience Behavior
- For browsing the feed and interaction, mobile usage is high at 88%, compared to 12% for desktop/laptop.
- For Mobile Users (65% of users):
- Average session duration: 1.39 minutes
- Monthly engagement time: 19 minutes
- Average posts viewed per session: 14
- For Desktop/Laptop Users (35% of visits):
- Average session duration: 3.02 minutes
- Monthly engagement time: 24 minutes
- Average posts viewed per session: 11
Types of Posts
- Text + Image Post
- Document Post
- Poll
- Text Only Post
- Video Post
- Article
- Newsletter
- External Link
Reach - Company Pages
| Content Format | X of median reach |
|---|---|
| Poll | 2.19x |
| Document | 1.44x |
| Video | 1.40x |
| Image | 1.19x |
| Article | 0.77x |
| External Video | 0.69x |
| Repost | 0.47x |
| Text | 0.46x |
| Others | 0.46x |
Reach - Personal Pages
| Content Format | X of median reach |
|---|---|
| Poll | 1.99x |
| Document | 1.60x |
| Text + Image | 1.26x |
| Video | 1.21x |
| Text | 1.17x |
Understanding Views and Impressions
- Regular Post: Counts how often LinkedIn™ displays your post in your network’s timeline—a basic measure of reach.
- Articles/Newsletters: Tracks the number of clicks on your article to open for reading, indicating reader engagement—a more reliable performance metric.
- Native Video Content: Records the number of individuals who have viewed your video, either by clicking or through autoplay, for a minimum of six seconds—a metric indicative of high engagement.
Optimal Text + Single Image Post
- Ideal Text Length: 900 - 1,200 characters.
- Exceeding the ideal length by 300 characters leads to a 10% reduction in reach.
- The choice of image is critical; opt for genuine, personally created photos over stock images.
- More images increase reach, but it’s best to limit it to five.
- Proper formatting can have a positive impact on both reach and engagement.
- While timing can usually be flexible, it should correspond with the message’s intent.
- These posts are best suited for storytelling and sharing infographics.
Optimal Text Only Post
- Ideal text length is between 1,800 and 2,100 characters.
- Avoid too brief content; posts under 1,000 characters typically see a 25% drop in reach.
- Ensure a concise and clear structure.
- Thoughtful formatting can positively influence reach and engagement.
- Invest effort in crafting compelling hooks and conclusions.
- There is no negative impact for posting multiple text-only posts in succession.
- These posts are ideal for storytelling and sharing actionable tactics
Optimal Article Post
- Ideal Text Length: 800 - 1,200 words
- Formatting: use short paragraphs and headlines to make it scannable
- Go for twice a month (or monthly) Frequency
- Don’t overdo Rich Media, focus on one external source
- Timing: publish your article on weekdays (Monday to Thursday)
- Credibility - optimise for SEO and use hyperlinks
- Share your article on other social networks and LinkedIn Communities
Misc
- Post from Tuesdays to Thursdays and Saturdays for best engagement. Avoid Mondays, Fridays, and Sundays.
Post Strategy
-
Picture quote
- text question like “agree?”
- text elaboration
- hashtags
- black/white background
-
Text only
- add hash tags
- add 3 spaces after first sentence so they have to click more…
-
Schedule
- Mon - article
- Tue - text
- Wed - quote
- Thu - text
- Fri - quote
- Sat/Sun - Friend Request until you hit the limit