It may sound logical when we say that you need to attract attention with your LinkedIn posts. However, from now on, you will also be rewarded for it! LinkedIn has in fact worked on the 'Dwell time' in an algorithm update...
Dwell time?
In a nutshell, this means that a click on, say, 'Read more...' is no longer the most important metric to get more reach on your post. The algorithm now knows that the longer people look at the update, the more interesting it is and it is shown more often in the timeline. So make sure you grab attention in the first sentence and people are inclined to read on!
A good update?
So what makes a good post on LinkedIn from your company? We give five tips:
- Attract attention visually: a human is more likely to view visual content, has been proven in multiple studies. Moreover, we absorb visual content 600,000 (!) times faster. So always use an image in your posts and be consistent in the choice of images, this way you can increase the recognisability of your brand and posts. Also, use photos and videos with internal staff in them as much as possible to ensure some extra engagement.
- Be clear about the content: big chance you want to direct people to another platform (e.g. to your website). In that case, make sure you are clear about what this destination entails and that you trigger people to click on it. It also always works well to put the link in the comments below your post.
- Use your staff: employees can help spread an update relatively easily. By doing so, you immediately increase the reach of the update and thus the reach of your LinkedIn Company Page.
- Don't sponsor your update directly: LinkedIn is and remains a commercial platform and its revenue model therefore consists partly of LinkedIn Advertising. So it also often works well to sponsor an update if you want to increase the reach of the post. However, never do this 'directly' from the company page, but carefully target your audience via the LinkedIn Campaign Manager. That way, you can be sure you won't pay for the existing audience.
- Use variety in your content: Not every update has to be serious. Give attention to a light-hearted update once in a while, and hook in on national Peanut Butter Day, for example, by sharing a picture of all employees at lunch.
Good luck!
Sincerely,
Thijs van den Haak
Alona Marketing
