Maximising LinkedIn Engagement in 2024

Maximising LinkedIn Engagement

LinkedIn remains a critical platform for B2B marketers looking to build brand presence, foster professional relationships, and drive business growth. The “Algorithm Insights 2024” report by Richard Van Der Blom offers valuable strategies that can significantly enhance the effectiveness of your LinkedIn posts. We’ve digested it, so you don’t have to and are here to the most relevant takeaways for B2B marketers, helping you optimise your LinkedIn strategy based on the latest insights and trends.

Content Variety and Format

One of the primary insights from the report is the importance of diversifying content formats. Different types of posts perform differently, and understanding these nuances can help in crafting a balanced content strategy.

  • Text-Only Posts: Despite the proliferation of multimedia, text-only posts retain their effectiveness, especially for personal accounts. These posts constitute 16% of all LinkedIn content and achieve 1.17 times the median reach for personal profiles. For company pages, however, the reach is lower at 0.46 times the median​​. The optimal text length is between 1,800 and 2,100 characters. Posts should be structured into brief, readable paragraphs of no more than four lines each to enhance readability and engagement by an additional 15%​​.
  • Text + Image Posts: These posts are highly effective for storytelling and sharing infographics. The ideal text length is between 900 and 1,200 characters. Genuine, personally created photos are preferred over stock images to increase engagement. Adding more images can boost reach, but it’s best to limit to five images to avoid diminishing returns​​.
  • Carousel (PDF) Posts: Initially gaining popularity for their distinctiveness, carousel posts have seen a decline in reach. However, they still perform well, achieving 1.6 times more reach than text + image posts. The ideal number of slides is around 12.4, with fewer than 5 slides resulting in a 35% decrease in reach. Content should be concise, with slides containing 25 to 50 words each to optimise performance​​.

Optimising Post Structure

The structure of your LinkedIn posts can significantly impact engagement. Here are key tips for crafting compelling posts:

  • Strong Hooks and Conclusions: The opening two to three sentences are crucial for capturing attention, potentially increasing reader retention by 30%. Engaging hooks such as questions or bold statements are recommended. Similarly, a strong closing statement reinforces your message and encourages further action​​.
  • Avoiding Large Blocks of Text: Large text blocks can be daunting and discourage readers. Break your content into smaller paragraphs with clear breaks to maintain reader interest​​.
  • Clear Calls to Action (CTAs): Ambiguous CTAs can confuse readers. Be explicit about the desired action, whether it’s commenting, sharing, or clicking a link​​.

Leveraging Timely and Topical Content

Posts that align with current events or trending topics tend to perform better. Incorporating relevant keywords organically can improve visibility within LinkedIn’s search and recommendation systems. It’s also beneficial to encourage interaction by inviting your network to share their thoughts, fostering a community around your content​​.

Engagement Metrics and Best Practices

Understanding and tracking key engagement metrics is essential for refining your LinkedIn strategy. Here are some metrics and best practices highlighted in the report:

  • Dwell Time: Since its introduction in 2021, dwell time (the amount of time users spend on your content) has become a critical factor in LinkedIn’s algorithm. Posts that hold the reader’s attention longer are likely to achieve higher reach and engagement.
  • Network Engagement: Interactions such as likes, comments, shares, and sends are fundamental to expanding your content’s reach. Beyond these actions, fostering genuine conversations and discussions can amplify your visibility on the platform​​.

Polls and Interactive Content

Polls and interactive content can drive engagement and provide valuable insights into your audience’s preferences and opinions. When creating polls:

  • Question Clarity: Pose clear and straightforward questions to avoid confusion and ensure higher participation.
  • Poll Duration: Stick to the default duration of one week for optimal engagement. One-day polls tend to underperform.
  • Follow-Up Posts: Consider creating a carousel or text + image post to showcase and repurpose poll results, providing additional value to your audience​​.

Maintaining Authenticity

Authenticity is a cornerstone of successful LinkedIn engagement. Maintain a conversational and genuine tone in your posts to foster trust and connection with your audience. Avoid using jargon or overly complex language, as it can deter readers and reduce engagement duration​​.

Continuous Learning and Adaptation

The LinkedIn landscape is dynamic, and staying updated with the latest trends and algorithm changes is crucial. The 2024 Algorithm Report serves as a snapshot of the current landscape, and marketers are encouraged to view it as a starting point for ongoing learning and adaptation. The biggest takeaway is engage with your audience, gather feedback, and continuously refine your strategies to stay ahead in the ever-evolving digital marketing world​​.

By incorporating these insights and strategies, B2B marketers can enhance their LinkedIn presence, drive higher engagement, and achieve their business goals more effectively. The key is to stay flexible, authentic, and data-driven, continuously adapting to the platform’s evolving dynamics.

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