LinkedIn is currently operating as some sort of weird paradox.
There are roughly 575 million LinkedIn users in the world today (260 million of which are considered “monthly active users”). Between those nearly 600 million folks, 9 billion impressions occur each week. But, here’s the kicker: only 3 million LinkedIn users share content regularly. In other words, a very small subset of the overall LinkedIn population is responsible for all those impressions.
What gives? How can a platform with such a large amount of members have such a few users that actually post content?
When you think about it, LinkedIn isn’t that far off from any other social media platform. The line between true social media platforms like Instagram and networking platforms like LinkedIn is being blurred.
It’s not uncommon to see people posting pics and updates that are traditionally reserved for Instagram and Facebook (such as graduation photos and vacation pics). And that’s not a bad thing. In fact, one of the strategies we’re outlining involves doing just that (as long as you can tie it back to your job or business).
So, perhaps we’ll start seeing more people post now that users are starting to embrace content that is a little less “corporate-y” all the time.
But, for whatever reason, people aren’t posting a lot now. This means that YOU should be posting because there is a huge gap in content. The content to user ratio is extremely underdeveloped in LinkedIn currently.
So, use these LinkedIn engagement strategies to strike while the iron is hot (also, check out this kick-ass article from Kinsta, which is where I found all those great LinkedIn stats).
Get Out of the Office For Videos
This post is great for a couple of reasons. First, it asks a very simple question that is easy to answer. Second, it takes place outside of the standard office. Obviously, you can’t make all of your videos on location at the Boundary Waters. But even going outside and walking around the neighborhood and just chatting casually about a topic is enough to attract LinkedIn users’ attention.
Repurpose Content From Social
Similar to the last one, this is an even shorter video that shows something you wouldn’t normally expect to find on LinkedIn. However, it is still highly applicable, as we work with many roofers, and it shows that we are willing to go above and beyond to understand their business.
Best of all, it’s repurposing content from another social platform. Finding new and fresh ways to reuse old content is a fantastic content marketing strategy.
Don’t Be Afraid to Get Personal
I get that LinkedIn is traditionally a place to “play it safe” when it comes to posting, as potential employers or clients may be turned off by something too “spicy.” But man, there is a lot of vanilla content out there right now that is just plain boring. Don’t be afraid to add some personality to your posts. In addition to being more candid, this example here also uses a little bit of “clickbait” in the form of the word “asshole,” which is not a word you expect to find on LinkedIn.
Here is another great example of writing a personal post on LinkedIn. By talking about some of the struggles or issues you’ve dealt with during your professional career, you can not offer essential advice for those who are undoubtedly going through the same problems you’ve faced.
Create Original, Humorous Content (That Can Be Fictional)
Okay, so this one might be a bit of a bigger undertaking than the other ones on this list, but it’s a fun form of content that, even if it doesn’t go viral, it’s still just an enjoyable endeavor to take on. We created “The Agency” to illustrate the fictional day-to-day ongoings at Hook Agency. It’s netted us a ton of hours watched on LinkedIn, and everyone gets to contribute.
Utilize a Call-to-Action
Content marketing 101: encourage action. Whether you’re asking a question or encouraging your connections to click a link, if you want to improve your engagement with your LinkedIn content, always add CTA.
Don’t Be Afraid to Show-Off!
In addition to maybe talking about some of your personal struggles, don’t be afraid to show-off and brag about your wins from time to time. This is especially true if you have some hard data to back up your claim. It’s a great way to attract eyes and show that you’re absolutely crushing it.
Do Something Goofy—But That Packs a Powerful Punch
This is the perfect storm of LinkedIn content. It’s funny, interesting, eye-grabbing, and on top of all that, it illustrates that at Hook, we know what we’re doing.
Any other strategies that you’ve been employing for your LinkedIn content that we missed? Let us know in the comments!
