LinkedIn Releases Top Performing Content Data from 2017
After increased restrictions on organic reach by Facebook and several other preferred platforms, businesses have an eye out for other platforms that might expand their reach.
LinkedIn has just released statistics on their content activity, and the numbers show that many of expanding companies are examining the potential of the business-centric platform. LinkedIn’s data shows that comments, likes, and shares on the platform are up more than 60% year-on-year, and traffic from mobile referrals to the site has more than doubled.
Companies attempting to reach a professional audience can certainly find it on LinkedIn-- but what about non-B2B discussions?
To answer questions as to which topics are gaining the most momentum, LinkedIn released a “Content Insights Annual” for 2017 last month. The document charts the highest-performing content and topics across the platform over the past year.
Unsurprisingly, the key topic listing on LinkedIn was dominated by business-centric subjects. “Leadership” leads the chart, followed closely by “Management” and “Sales”. However, searches for “Start-Ups”, “Entrepreneurship”, and “Artificial Intelligence” saw major increases in discussion volume in 2017, reflecting the key topics and general business trends of the year. Discussion around foreign interference in the 2016 US Presidential Election also meant more interest around the topic of “Security.”
The data offered by this chart does seem to suggest that professionally-oriented topics remain the dominant force, and that non-business-oriented companies must take this into account when examining their options for marketing expansion. There does not appear to be a lot of room for topics outside the scope of the business discussion. LinkedIn’s audience is looking for materials that inform and educate them on relevant professional trends-- so although it may not be the place for your latest promotion, the platform is ideal to showcase your industry expertise and professional knowledge.
As we’ve discussed before, LinkedIn has made various changes to their content sharing and discovery algorithms over the past year.
Like Facebook’s updates, these are designed to ensure that users see more of the content they’re more interested in, and anyone looking to publish on the platform must stay on top of these changes.
LinkedIn is certainly gaining its traction back, but it’s not Facebook-- cross-posting your latest updates from Instagram or Twitter is a questionable strategy. As with all social media marketing, a measured and dedicated approach is necessary to ensure you connect with the users on each individual platform. Thankfully, lists like LinkedIn’s can help inform the best possible areas of focus for marketing.
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