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.

Key Takeaways:

  • 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.”

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