What's working on LinkedIn in 2024?

For the second time this year, the Socialinsider team has released its latest study into LinkedIn posting best practices, now based on analysis of SocialInsider users that post to the professional social network.

And it could help you map out a better approach to LinkedIn.

First off, the data shows that multi-image posts generate the most engagement, on average, in the app.
Multi-image posts were carousels posts until December last year, when LinkedIn got rid of native carousels as an organic posting option. You can still mimic them, by posting a PDF with each page displaying a different image, but you can't actually post carousels anymore, so multi-image posts, based on this data, is the best alternative, followed by document posts, images, and video.

Note, too, the relatively poor performance of link posts, which, for many brands and publishers, is the preferred posting option. Social platforms don't want their users clicking away to other sites; they want to keep them in-app for as long as they can, so link posts don't tend to do as well as they once did.

Some have attempted to work around this by including the link in the first comment, which is a technique employed by a lot of big-time pages. This would at least implies that it's working, but I haven't seen any hard evidence that points to this as the preferred method of doing things.

It's worth testing, either way.

The study found that video posts are the ones which are mostly shared within the application.
The following bar chart and the legend somewhat make a puzzle but still, from the colors, one can identify, on average that, video posts get the highest share rate.

That would be really important for those who look to strengthen the brand's presence, and as LinkedIn, too, looks to make more of video, there may also be more opportunities coming for video marketers in the app.

Although, of course, competition also increases here.
On the whole, LinkedIn engagement is rising, but brands are posting to the platform more than they used to.
Brands are posting to LinkedIn 10% more than last year, and that is probably because more brand engagement is decamping away from X (formerly Twitter) and businesses looking for alternative ways to connect.

While LinkedIn is driving more engagement, brands are certainly paying attention. And, on the bright side, LinkedIn has recently shed some light on its plans to hone its algorithms around niche, valuable content intended to help members grow their knowledge in specific areas of interest.

So, even as competition is rising, good content still has a chance of reaching its target audience, all as it should
Some of these notes can help you in formulating a more effective LinkedIn strategy. There is no one-size-fits-all perfect approach for every brand, but these could be some pointers that might guide you on the right cadence for the updates you would want to have for your posts.