Jeff Bullas recently conducted a study on LinkedIn to find out what content varieties worked best on bringing in higher amounts of traffic. He found that links actually do end up harming a person’s profile performance on the site, making them decrease in popularity. Images and other media files were not shown to improve generational traffic at all, which was pretty surprising as a whole. The data that was found can be used to determine what type of content you should put on your LinkedIn profile in order to lead to more profits.
- LinkedIn posts with a link can perform nearly 40% worse than the average! Consider placing links in comments, or not including them at all.
- Posts with images performed only a fraction better than the average post.
- Posts with either an image or a video seem to be performing in much the same way.
- Original posts – not shared ones – get far more Likes.
- There is no such thing as ‘hacking’ the system to optimize content on LinkedIn.
- Avoid links. If you want to share a link, simply place a call to action at the bottom of your post and encourage people to click the link in the comments.
- If you’re interested in video or images, try including them. Based on the data here, posts with either an image or a video actually performed a little better than the average post.
- Incorporate people whenever possible, but make sure it benefits them in some way. This means commenting to provide assistance, responding to questions, tagging people in your posts, etc.
- Get creative and share your story.
“LinkedIn has become a mix of business and personal. This means that you need a people-focused approach to publishing there, no matter what industry you’re in.”