A brand new examine of over 577,000 LinkedIn posts challenges frequent advertising and marketing recommendation. It finds that posts with hyperlinks get 13.57% extra interactions and 4.90% extra views than posts with out hyperlinks.
The LinkedIn examine by Metricool analyzed practically 48,000 firm pages over three years. The findings give entrepreneurs strong information to rethink their LinkedIn methods.
Hyperlink Efficiency Contradicts Frequent Recommendation
For years, social media specialists have warned towards including hyperlinks in LinkedIn posts.
Many claimed the platform would present these posts to fewer individuals to maintain customers on LinkedIn.
This new analysis says that’s flawed.
The information exhibits that about 31% of LinkedIn posts contained hyperlinks to different web sites. These posts constantly did higher than posts with out hyperlinks.
Content material Format Efficiency Reveals Surprising Winners
The examine additionally discovered large variations in how content material varieties carry out.
Carousels (doc posts) work greatest for engagement, with the best engagement fee (45.85%) of any format. Folks on LinkedIn are keen to spend time clicking via a number of slides.
Polls are a missed alternative. They make up solely 0.00034% of all posts analyzed however received 206.33% extra attain than common posts. Nearly nobody makes use of them, however they carry out properly.
Textual content-only posts carried out worse than visible content material throughout all metrics. Regardless of being frequent, they acquired the fewest interactions.
Video Content material Reveals Exceptional Progress
LinkedIn video content material grew by 53% final yr, with engagement up by 87.32%. This development is quicker than on TikTok, Reels, and YouTube.
The report states:
“Video posting might have elevated by 13.77%, however the actual story is within the rise of impressions (+73.39%) and views (+52.17%). Customers are partaking extra with video content material, which signifies that LinkedIn is prioritizing this format in its algorithm.”
Business-Particular Insights
The analysis broke down efficiency by trade. Surprisingly, sectors with smaller followings usually get higher engagement.
Manufacturing and utilities corporations had fewer followers than schooling or retail corporations, but they acquired extra engagement per put up.
This challenges the concept that having extra followers routinely means higher outcomes.
Sensible Suggestions for Entrepreneurs
Primarily based on these findings, right here’s what LinkedIn entrepreneurs ought to do:
- Don’t keep away from hyperlinks: Embrace hyperlinks once they add worth. They assist, not damage, your posts.
- Combine up your content material: Use extra carousels and polls. They carry out a lot better than different codecs.
- Ship extra visitors via LinkedIn: With clicks up 28.13% year-over-year, LinkedIn is healthier than many assume for driving web site visitors.
- Be reasonable about follower development: Solely 17.68% of accounts gained followers in 2024. Rising a LinkedIn following is more durable than on different platforms.
Wanting Forward
The Metricool report challenges basic LinkedIn advertising and marketing beliefs with strong information. Essentially the most helpful discovering for search engine optimisation and content material entrepreneurs is that including hyperlinks helps fairly than hurts your posts.
Entrepreneurs ought to frequently check outdated recommendation towards actual efficiency information. What labored on LinkedIn prior to now won’t work in 2025.
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