LinkedIn's Content Strategy Statistics

 

LinkedIn’s Content Strategy Statistics

            LinkedIn is a world-renowned professional website used for networking and connection purposes for people looking to expand their careers. People tend to interact with one another on LinkedIn to stay in the loop with other professionals and with current news or events. LinkedIn did one thing exceptionally well, and that is their content strategic approach.

            LinkedIn conducted a survey where they asked users their top reasons for following a company on their social media platform. The answers that were the most popular were to stay informed on a company or industry and to stay up to date on the latest news from the company or industry. These two answers seem to be the most obvious answers, but it gives insight and clarity to what LinkedIn users intentions are with the platform. An answer I thought would be much higher would be having an interest in working for the company. To put it in perspective staying informed on the industry had a 74% answer rate, staying up to date on the latest news had a 64% answer rate and being interested in working for the company only had a 57% answer rate.

            LinkedIn also did a study where they examined what drives user engagement the most on their platform. The top three answers were industry trends or news with 89%, tips or good practices with 86% and jobs or skills with 79%. These statistics seem pretty fair and normal to me.

            One interesting stat I read was that 44% of LinkedIn users confirmed that the last post they read or interacted with was straight to the point. I personally use LinkedIn frequently, but seeing these statistics slightly changes my perspective on the platform for the correct reasons. If someone was new to LinkedIn with no experience or awareness of what the platform is intended for, these statistics alone could drive them to the correct assumption. With the insightful data I listed from the textbook, brands and companies can now feel confident in posting to influence their correct target audience.