LinkedIn Marketing: How to capture audience attention on LinkedIn?

Top 5 engagement posts in 2020

By Divyank Jain, Founder of Glimmers of Gujarat.

With nearly 700 million active users in 2020, LinkedIn’s expanded from a networking site for professionals to one of the top social media platforms.

By now, most of us have used LinkedIn to market our brands, post industry thought leadership, or look for our dream jobs.

Today, it’s becoming quite clear that LinkedIn isn’t just for people in executive corporate roles. With millions of company pages and individual members, there’s a discussion, post, or professional network for almost anyone on this channel.

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But, despite LinkedIn’s growth and advertising opportunities, many marketers or brands still worry that the platform is still too formal or corporate for their audiences.

The truth is LinkedIn could very well be one of your most underrated marketing channels.

Some quick facts about LinkedIn:

  • LinkedIn has more than 690 million active users. 
  • Data shows that the most engaging LinkedIn posts are published on Wednesdays between 8 a.m. to 10 a.m. and noon, Thursday at 9 a.m., and 1 p.m. to 2 p.m., and Friday at 9 a.m. 
  • In 2019, LinkedIn was voted the most trusted network.
  • 45% of internet users who make more than $75,000 annually use LinkedIn while only 25% of those in the $50,000 to $74,999 range use the platform.
  • LinkedIn is the second most popular platform of B2B marketers, followed by Facebook. 

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That’s why marketers need to be active on LinkedIn.

LinkedIn has a wide reach, and its audience typically expects business-related content, making it an ideal site for posting company information. In fact, compared to Facebook and Twitter, it’s the number one most popular advertising channel for B2B marketers. Check out these stats:

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The million-dollar question is How to get your network to engage with your posts?

Here are the top 5 most engaging topics on LinkedIn

1. Sensational Informative Video Posts:

  • Video content has been increasing in popularity on social media sites.
  • Video marketing is no longer just for companies with big budgets. In fact, an estimated 85% of businesses plan to use video as a marketing tool in 2020 — and that includes videos on any social media platform including LinkedIn.
  • Whether you’re trying to build awareness around a campaign, promote your products, educate your audience, videos offer a lot more story-telling leeway than photos do.
  • In fact, I would like to state an example of myself – my last LinkedIn post was about a dashboard for COVID-19 and a demonstration video was attached to it as well and it has more than 100 Likes, 800+ views, and outreach of 2000+ audience. 

Link:  COVID-19 Dashboard

2. Relatable Humor Posts:

  • When people are scrolling through social media, they like to see content that they can relate to. Even more, they like to see content that makes them laugh.
  • If you can do both of those things in a LinkedIn post, you’ll see plenty of engagement.

Example: Humorous Post

  • The video is hilarious and creative.
  • It’s relatable and addresses a specific audience (B2B sales professionals).
  • The video is informative and entertaining.
  • It’s shocking. This content is radically different from what’s out there, so it stands out.

3. Question Posts:

  • Everyone wants to chime in and be a part of the conversation. Asking questions can get your readers engaged with your content. 
  • That’s why you should ask questions at the end of your posts. This is a sure-shot way to get engagement on your post.

Example: Question post

It literally broke the internet with such an extraordinary response purely driven by prompting the audience to share their most embarrassing and shameful work stories.

Why did it go sensational?

  • Engaging topic, spark fired, and ended with a question that everyone would like to answer.
  • Changes the narrative by focusing on failures when people on LinkedIn tend to brag about their success stories.
  • Use of numerical figures “1 million email recipients”, this creates a bigger impact in his story.

4. Data-driven Insightful Posts:

  • Content with numbers or data points from experiments/case studies always makes for an intriguing read for your network. In fact, data-driven posts tend to perform better than rants and opinion pieces.

Example:  Data-driven posting

  • This was an absolute value bomb of a post that completely made people rethink how to place value on sales development, perhaps the most under-appreciated role in sales.
  • Powerful use of numbers — e.g. turning $300k into $7.5M.

5. Personal Story Posts:

  • This practice is just popular on LinkedIn. That’s why sharing personal stories is one of the top ways to attract engagement to your posts on LinkedIn.

Example:   Personal Story Shared

  • This post from Leese is a heartfelt plea to the business community. He urges everyone to drop their obsession with work and to make health a top priority. 
  • The powerful opening line that addresses the “workaholic” problem among B2B professionals.
  • He Shares personal experience regarding his own health, which may serve as a wake-up call to others.
  • He makes you question your perspective on money. If you’re sick, what good is money anyway?

Check out my #21DaysMarketingIdeasChallenge in my profile and its success here.

If you’ve been doing LinkedIn wrong, now is your opportunity to turn things around. Ditch the sales pitch, and start optimizing for engagement. 

LinkedIn is now your broadcasting and content amplification platform. Use it to enhance your personal brand and drive friendly conversations that may evolve into opportunities later.

About the author

Divyank Jain

Divyank is founder of "Glimmers of Gujarat", 19-year-old computer science undergrad, a research intern at top IIM’s, marketing and entrepreneurship enthusiast and also the creator of #21DaysMarketingIdeasChallenge(Exclusively on LinkedIn)

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