A new report by Social Insider, the 2024 LinkedIn Benchmarks Study, shares insights into what’s currently working best on LinkedIn.
Interestingly, it shows that a usually ignored post format is garnering the most engagement – multiple image posts.
Social Insider’s research shows that the average engagement rate for this style of post is 3.85%. They also receive the 2nd highest number of views. Until now, it was generally considered that document posts (also called carousels) took out the views and engagement honours.
The report also indicated that polls generate the highest impression (views) rate. It says the:
- Median number of likes for posts is 45
- Median number of comments for posts is 4
- Median number of shares for posts is 3.
The report mentioned that, when paired with short captions (under 19 words), multi-image posts perform even better. However, in-platform captions are only available when posting via the app which is incredibly fiddly and difficult.
As well, video generates the highest number of shares especially for those who have a large following, although what constitutes ‘large’ isn’t specified.
The report said that the average posts published per month is now 18 (up 10%) but that seems most likely to be for company pages.
In summary, if you want impressions go for polls. If you want shares go for video. If you want engagement go for multi-image posts.
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