LinkedIn is the social media with the strength to connect the world’s professionals to make them more productive and successful. It has the purpose of creating an economic opportunity for every member of the global workforce.
In fact, LinkedIn has opened its floodgates to a world of content with its new publishing tool.
LinkedIn’s Publishing Platform is an ideal forum to develop and strengthen any professional identity by sharing knowledge and expertise in different jobs around the world. Influencers have already started publishing content and people use this new tool as a place where they want to read and learn, which is different from the common blog posts on the internet.
Each individual’s publishing platform it’s attached to each professional profile. This new tool has created a new opportunity for users to expose their writing to a professional network or readers. Although this is not the only benefit LinkedIn is giving to the users of this new tool, it also remains your work. Each individual that becomes an author, owns the rights to any original articles they publish.
Despite the awesome content potential the platform has to offer, is still very new and understanding what makes a post on the platform perform greatly is still relatively unknown material. There is no magic formula to follow but there are great tips you want to include in your next post. Noah Kagan, form OkDork has analyzed 3000 of the most successful post on LinkedIn’s Publishing Platform and came up with the following conclusions.
1. Successful posts have a title in between 40-49 characters long.
The posts that Kagan analyzed, received on average 42,505 views, 567 comments, and 138, 841 likes.
The ones with views higher than 17k were the ones with titles of 40-49 characters long.
With a longer title is easy to attract real interest from readers and let them know more specifically what your post is going to talk about.
2. Successful posts have to be visual. Images are crucial to gain more viewers.
According to the data gathered, at least 8 images retain the attention of your audience. The articles/blogs that had over 50k views included 8 images, and one of them would be placed as a header of the article.
If you have no idea of what kind of images you should use, here is a great article that will help you understand it.
3. Successful posts don’t have videos or multimedia assets.
LinkedIn also allows each author to include multimedia assets like videos from YouTube, presentations from SlideShare, TED talks, Getty, Vimeo, and more to their blog posts. Unfortunately, the numbers show that the inclusion of multimedia assets are associated with fewer viewers.
Let’s make this clear, your readers opened your blog post because it has a catchy, interesting, and perfect-in-length title; now, they decide to keep reading it because of the headings in which is divided, but when they see a video their minds go “Oh, nevermind, I can’t see a video right now” and they leave your blog post without leaving either a like or a comment. If they are willing to read, give them something good to read.
4. Successful posts are 1,900 to 2,000 words long.
LinkedIn has the reputation of being a serious/professional social media platform, therefore blog post readers are looking for meaningful and coherent content. They have the will to read the longer blogs because they know they will get more out of it. Not did only longer blog post gain more than 50k views, but they also were more successful with likes, shares, and comments.
The longer the content, the larger the number of engaging reactions will have. There is more content to discuss and share.
5. Successful posts are divided into headings.
Using headings to break into different section makes your post easy to digest despite how long the content can be.
Also, it helps to be found easily in the web, it breaks the post into the main ideas, and readers can quickly perceive the intention, and essence of the post.
The data gathered by OkDork with five headings had more than 100k views and the ones with nine headings had more than 90k in contrast with the ones that have none headings only reached 40k views.
6. Successful posts have “How-To” and List-Style headlines.
Headlines help in any kind of post because is easier for the audience to read through it. Headlines can break a LinkedIn post and make the information more reachable.
Although to have effective headlines, there are some other requirements to follow.
Don’t use questions. Headlines with questions had less than 14k views in comparison with all other post types that performed with over 16k views.
Use Lists posts, they perform well. These posts always got more than 16k views.
“How-to” and List-Style items also makes it easier for readers to recapitulate the ideas of your blog once they are done reading it.
7. Successful posts stay neutral.
Posts that are written in a language reflecting either a negative or positive position about any topic tend to have lower performance than the ones that keep a neutral tone. It is better to just state the facts and information. When you accomplish this as a writer, you will give more space to your reader to create a conversation. It is easier to comment upon something that has a neutral position because readers can choose what side do they want to comment on.
Keeping a neutral and direct tone makes easier it for your audience to read and engage with your content.
If you are not sure what sentiment does your writing has, there are free analysis tools on the internet you can use, for example, AlchemyAPI.
8. Successful posts are readable even for an 11-year-old.
Despite what common knowledge and wisdom might say about the LinkedIn audience being more educated than Instagram or Twitter, an ‘easy’ readability level attracts more post views, likes, shares, and comments, than on that uses a complex, old-school vocabulary.
Yes, the audience wants long posts if it is easy to obtain information from them.
9. Successful posts become successful when they are published in other social networks.
If you are planning to use other social platforms to promote the content of your posts, which you should, in line with OkDork data, Twitter brings in the best results.
If you tweet pieces of your content for more than 500 times, your post will receive around 2k more views than expected.
Whenever you write a blog post, regardless of what platform, it is important to promote it.
Social Media guru, Noah Kagan, suggest spending 20% of the total amount of time on crafting/creating content, and the other 80% promoting it.
10. Successful posts start with likes.
LinkedIn post likes are the common denominator between the other LinkedIn metrics. More post likes will also get you LinkedIn shares, post views, and comments according to correlation data.
Invite your audience to like your posts. Add a call to action at the end (or beginning of your post), encouraging people to leave a like or comment is a great practice to keep them engaged.
The data is just placed to guide your writing, and these are suggestions and characteristics successful LinkedIn posts share. As I mentioned before, there is no magic formula or rules to follow. Each writer decides how successful they want their posts to be.