What should I post on LinkedIn?
How many times have you been unsure of what to post? How many times have you wanted to try out a format on LinkedIn, but either didn't know how to present the content properly, or just tried but it didn't work out optimally? Well, I'm not going to lie to you, I was one myself until a while ago, but let's just say practice taught me.
Научи ме не само да гледам на всичко, което правя от призмата на “Analyzer“, но и ме научи да бъда critical of its own content. Below you can find a little information about each of them. You'll find out how to implement them into your strategy to have a better chance of communicating with all your audiences in the LinkedIn space.
What basic posting formats exist on LinkedIn?
If we were to sum them up in a few words they would be:
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- text-only post - a niche approach to sharing news and information
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- post with photos - linking text with photos
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- video - the future of all content creators
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- survey - a standard statistical approach for collecting quantitative data
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- document - some call it a carrousel, it's a .pdf file
- article - a longer test format that can integrate links, etc.
Text post
A text post is a visual exposition of some thoughts/information/news/facts. It's a format much underestimated by the general audience for 3 main reasons:
- There is a low reach
- Few people really read all the content
- Suboptimal for achieving the set objectives
But why is that?
Текстовият пост е идеален подход, но за хора, които вече имат изградена база от последователи и връзки в LinkedIn пространството. Посланиците на бранда/човека, които обичайно четат и споделят съдържанието биха се спрели и отново биха се ангажирали дори с текстовия пост. Когато човек няма изградена аудитория,не много трудно да “пробиеш” само с текстов пост, поради простата причина, че когато липсва ангажиране на хората, алгоритъмът спира да те препоръчва.
What does it look like visually?
How to approach it?
Gather an active base of at least 10-20 people to engage with your posts and then start gradually rolling out text posts. Hopefully, your content will appeal to the audience and the algorithm will spread it.
Post with photos
Постовете със снимки остават едни от най-успешните формати в LinkedIn. С тях имате възможност да разказвате истории, с които да трупате както нови последователи, така и потенциални клиенти. Разказването на истории, или както е по-известно от английския език “Storytelling-a” остава един от най-успешните подходи в маркетинга за развиване на бранд, както в социалните медии, така и извън тях.
For example, if your audience is primarily young professionals, focus on topics such as productivity, career development, and mental health.
What does it look like visually?
How to approach it?
Something I personally practice is using up to 3 photos in a LinkedIn post so as not to dilute the overall content around the story being told. The emotions behind a photo can be described in a thousand words, what's left for two, let alone three. Too many photos, too many emotions and consequently the audience can get confused.
LinkedIn videos
Contrary to what has been said above about video content on LinkedIn, it has not yet gained the growth that videos have on other alternative social media such as Facebook, TikTok, Instagram, etc.
Video content on LinkedIn very often falls short of optimal results for 3 main reasons:
- Not customized for LinkedIn requirements
- Recycled content from other video platforms
- There are watermarks
I'm not even going to count the times I've seen videos on the platform with a watermark from TickTock. You can't look for optimality and growth when performance points to sloppiness.
What does it look like visually?
How to approach it?
First of all, be sure to customize the video for the LinkedIn platform. Use subtitles if the video has any audio and remember that people hold their attention for about 6-8 seconds on average, so you need to win them over within the very beginning of the video content.
LinkedIn Surveys
Surveys are the easiest way to collect a large amount of quantitative statistical information, although not representative. On LinkedIn they work on the principle - you ask a question, and you can add up to a maximum of 4 answers for people to give. In addition, a duration is set for the survey, i.e. how long it should be active in the LinkedIn space.
What does it look like visually?
How to approach the questionnaires?
Анкетите основно се използват за както го наричам аз “трупане на импресии”. Посредством анкетите може да промотирате дадена дейност/събитие/продукт, тъй като ако анкетата е конструирана по правилния начин, то шансът да достигне до много хора е доста висок.
A measurement I did on my profile shows that the surveys that are shared accumulate on average up to 150-200% more people reached. They can help get your profile seen, and are also an excellent source for creating discussions.
LinkedIn article
Articles, or what you're currently reading, are an excellent way to show your expertise. Articles are part of a rubric that anyone on LinkedIn can create, and the topics you want to write about are wide-ranging.
LinkedIn has a special built-in feature to set the frequency of articles. In order to build your column and grow it accordingly, you either need people to subscribe to your column or you need to accumulate new connections on LinkedIn. When a connection accepts the invitation, the algorithm will automatically invite people to follow your column.
What does it look like visually?
How to approach the articles?
First of all - start writing articles only when you have something to say. Many people embark on endeavors they are not ready for yet. Many people think they have something to say until the hour of judgment - the moment of writing - arrives, and they seem to lose sight of reality. Therefore - write only when you have something to say. To do otherwise would be a salud to both you and your audience.
LinkedIn document
Документите, или както повечето хора ги наричат “каруселите” са файл, който представлява нещо като презентация. Те са подход подобен на статиите – отново показват някаква експертиза, но го правят по по-интерактивен начин. Със създаването и качването на документ имате шанс да привлечете голям брой хора, както към профила си, така и към публикациите си, поради простата причина, че този тип съдържание се толерира от платформата LinkedIn и съответно се дистрибутира до голям брой хора.
What does it look like visually?
How to approach the documents?
When creating a document, it is important to develop a style and design to work with. Make a design prototype to use in the posts you create - define a uniform font, color, symbols, etc.
The optimum length of documents is 10 pages. It's also important that people reach the last one, as this will help the algorithm distribute your content to more people.
Conclusion
If you want to help me and this article reach more people, you can share it with your colleagues or friends who might find it interesting. And if you want to learn more for me or for my services, do it yet!
English (UK) 
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