There are many private branding ideas, like:
- “Submit 5 occasions per day”
- “Submit extra video content material”
- “Submit at 8:27AM PST!”
Nonetheless, I haven’t seen any latest to assist many of those claims.
Till now.
I analyzed 100 LinkedIn influencers in addition to every influencer’s three high performing posts (for a complete of 300 posts) to reply questions like:
- How usually do high creators submit?
- What number of high performing posts are reposts?
- What are the highest performing forms of posts (picture, video, carousels, and so forth.)?
On this submit, I’ll share what I realized from this knowledge and the way you should use it to develop on LinkedIn.
About The Information Used To Develop These LinkedIn Private Branding Stats
First, I acknowledge that 100 LinkedIn profiles and the highest three performing posts (for a complete of 300 posts) is a really small pattern of knowledge.
Sadly, LinkedIn has strict limits, making it tough to scrape a bigger pattern measurement.
Nonetheless, even a small pattern of knowledge permits you to see dominant developments.
Due to this fact, this knowledge isn’t designed to ship exhausting and quick guidelines. As an alternative, it make clear a number of developments that may make it easier to enhance your LinkedIn private branding technique.
As for the info itself, we solely analyzed LinkedIn profiles who:
- Earn a minimum of a median of 40 feedback per submit
- Submit a minimum of 30 occasions prior to now six months
- Have lower than 500,000 followers
The minimal requirement of 30 posts within the final six months and fewer than 500,000 followers helped us get rid of “enterprise celebrities” (i.e., well-known entrepreneurs/executives with thriving private manufacturers exterior of LinkedIn).
These necessities permit the info to light up techniques and techniques anybody can use to develop on LinkedIn.
For instance, Sam Altman may submit something on LinkedIn, and the submit would obtain excessive engagement merely due to his model exterior of LinkedIn. But in case you copied his precise submit format, fashion, and tone, it in all probability wouldn’t carry out as properly just because he already has a wider community than the common entrepreneur or skilled.
I additionally appeared on the three high performing posts from every influencer. We outlined “high performing” because the posts with essentially the most engagement prior to now six months and in the end collected a knowledge set of 300 posts.
To gather all of this knowledge, we used the Chrome Plugin Creator Match and manually entered the info from every LinkedIn influencer right into a spreadsheet.
1.) 91% of LinkedIn creators submit a minimum of as soon as each three days.
There’s no query that posting frequency is essential.
- 91% of the LinkedIn creators submit a minimum of as soon as each three days.
- 72% of LinkedIn creators submit a minimum of as soon as each two days.
- 20% of LinkedIn creators submit a minimum of as soon as per day.
As talked about within the knowledge assortment technique, I solely included LinkedIn influencers who had posted a minimum of 30 occasions throughout the final 180 days to forestall together with “enterprise celebrities” (i.e., individuals who already had a model and would, due to this fact, generate engagement no matter their LinkedIn savviness.)
Nonetheless, I used to be stunned to see that ALL individuals we included within the examine (influencers with a minimal common remark per submit of a minimum of 40 and fewer than 500,000 followers) posted a minimum of as soon as each 5 days.
To be exact, solely two of the 100 influencers randomly chosen for this examine posted much less often than as soon as each 4 days.
The primary takeaway from this statistic is that posting often is essential to LinkedIn private branding success.
Many individuals agonize over content material high quality and spend an excessive amount of time crafting the right submit if you’d see a greater ROI in case you often submit one of the best content material you’ll be able to produce in a restricted time.
So sure, spending hours, days, or weeks on an excellent piece of evergreen content material for a channel like search engine marketing or YouTube may make sense, however for LinkedIn, the important thing to success is posting often.
TL;DR: Simply begin posting! And submit extra usually!
2.) Over half of the content material posted (59%) was picture based mostly.
We checked out all the LinkedIn posts from the 100 influencers included within the examine, and the info set in the end consisted of 12,184 posts.
Pictures have been by far the most well-liked, as greater than half (59%) of posts have been picture based mostly posts.
Right here’s the total breakdown of submit sorts (observe that numbers have been rounded):
- Textual content based mostly posts made up 12% of the overall
- Video posts made up 11% of the overall
- Carousel posts made up 17% of the overall
- Picture posts made up 59% of the overall
- Polls made up >1% of the overall
- Newsletters made up 1% of the overall
I used to be stunned that the majority creators rely closely on picture based mostly posts. Loads of Linkedin creators encourage video and carousel posts as they could produce greater engagement, but picture posts are the bread and butter for many creators.
I assume it is because, as referenced by the primary level, posting frequency is king.
As carousels and movies take extra time to create, picture based mostly posts are the bread and butter for many creators’ technique.
Takeaway #3: 67% of the highest performing posts have been picture posts
After seeing that many of the high performing posts have been picture based mostly, I used to be curious to see what sort of submit carried out one of the best.
So we appeared on the high three highest-performing posts (outlined by “highest engagement” – a mix of essentially the most feedback, likes, and shares) from every creator prior to now 180 days.
From this pool of 300 high performing posts, we discovered that picture based mostly posts have been nonetheless the highest performers:
- 16% have been carousel posts
- 67% have been picture posts
- 9% have been textual content posts
- 8% have been video posts
Once more, I used to be a little bit stunned by this knowledge at first.
I assumed that movies and carousels would be extra partaking, and due to this fact, even when creators didn’t submit them as usually, they’d nonetheless be the highest performers.
Nonetheless, there are a number of different explanation why picture based mostly posts nonetheless proved to be the highest performers:
- The ROI On Luck: In fact, when you have extra textual content based mostly content material, there’s a higher likelihood that one in all them will take off. However I feel these subsequent components have extra of an impression.
- Content material Substance Trumps Content material Medium: It’s simple to fixate on the content material medium moderately than the substance of the content material itself. However in case you simply cured most cancers and defined how you probably did it, that content material would carry out properly, no matter whether or not you selected to make a video, a carousel, a graphic, or a text-based submit. Deal with bettering the substance of your content material moderately than fixating on hacks or mediums.
- Immediate Comprehension: A graphic can show an idea extra instantaneously, whereas movies and even carousels require extra time for individuals to get into the content material and “get the purpose.” Particularly on social media, on the spot comprehension is essential for comprehension.
When you’re curious to see how the highest performing posts in comparison with the overall posts, right here’s a breakdown:
Takeaway #4: 16% of the posts that had a picture or video weren’t authentic
Many individuals don’t submit on LinkedIn as a result of they don’t wish to rent a designer or create their very own movies.
Nonetheless, it seems that you just don’t have to create distinctive graphics or movies.
The info reveals that 16% of the highest performing picture and video posts have been graphics or movies that the creator borrowed (with permission) from one other creator.
Right here’s an awesome instance of how Reno Perry used (after which credited) a graphic from one other creator to make his submit extra partaking:
In some circumstances, you’ll be able to even piggyback off another person’s total concept and inventive (so long as you credit score them).
Right here’s an awesome instance of this technique from Kyle Poyar:
We already established that publishing frequency is without doubt one of the most necessary indicators of success on LinkedIn, so in case you’re in a pinch and have to give you one thing rapidly, take into account borrowing one other creator’s graphic or video and provides them credit score.
Many of those creators really recognize that you just share their content material, and it may be a good way to construct extra relationships.
Takeaway #5: 37% of the highest performing picture based mostly posts have been professionally designed graphics
I anticipated many of the high performing picture posts to be top quality, professionally designed graphics, although I discovered that the majority of them have been simply cellphone photos of the creator.
For instance, this was the picture for one in all this creator’s high performing posts.
Do not forget that LinkedIn is initially a social media platform, so posting life updates and together with photos of your self is a good way to extend engagement.
That stated, the high quality of engagement could be greater in case you submit graphics illustrating blueprints or ideas as that can entice your superb viewers, although private pictures can even assist construct belief together with your viewers.
Takeaway #6: 17% of the highest performing posts have been reposts
Once I began combing via the info, I spotted most of the three high performing posts have been reposts. Right here’s an instance:
Due to this fact, I excluded any reposts from the principle knowledge set of 300 posts for the sake of analyzing what makes a submit an outlier, however we later went again and checked out simply how most of the high three posts for any given creator have been reposts.
And the reply was 17%.
The takeaway is to periodically repost every of your high performing posts.
In truth, the reposted content material usually outperformed the unique model.
This can be as a result of the creator had extra followers when the reposted model was printed.
Nonetheless, it nonetheless reveals that the majority of your followers could not see (or bear in mind) your content material, so there’s a big profit in reposting your previous content material.
Right here’s a full breakdown of the repost statistics:
- 17% of the highest performing posts have been reposts
- A repost was among the many high 3 performing posts for 36% of the profiles analyzed.
- Over half of the reposts (67%) really outperformed the unique submit.
Takeaway #7: Engagement dramatically decreases as your follower rely will increase
Right here’s the breakdown of common engagement charges at completely different follower counts:
- 0.51% is the common engagement fee for influencers with 200,000 to 500,000 followers
- 0.91% is the common engagement fee for influencers with 100,000 to 200,000 followers
- 0.92% is the common engagement fee for influencers with 50,000 to 100,000 followers
- 1.38% is the common engagement fee for influencers with beneath 50,000 followers
This statistic was a shock, but it surely reinforces the purpose above, which is that it’s important to repost your content material as your follower rely grows, as a result of most of your followers in all probability don’t see all your content material.
This statistic additionally reinforces the significance of rising a publication, as e mail is without doubt one of the few channels the place you personal the viewers and might make certain that every subscriber sees your viewers.
Takeaway #8: 8AM PDT or 11AM EST is the commonest publishing time
The most typical publishing hour is 8AM PDT or 11AM EST.
I didn’t acquire particular location knowledge on these LinkedIn influencers, although it was a world pattern, and anecdotally, I seen that the majority of them have been in america.
Takeaway #9: Solely 17% of high performing posts tag different LinkedIn creators/corporations
Tagging different individuals and collaborating could be a good way to encourage engagement.
This submit referenced knowledge created by Rand Fishkin and illustrated how he leveraged the info to enhance his course of is an excellent instance of how one can embrace different influencers in your content material.
Consequently, Rand commented on the submit and it organically earned extra attain.
Nonetheless, this statistic is an efficient reminder that whereas many of those widespread LinkedIn ideas (i.e., tagging influencers) might help you improve attain, you’ll be able to waste time overoptimizing your content material if you’d see a greater ROI merely posting extra often.
I additionally wish to observe that the utmost variety of individuals tagged in a single piece of content material was not more than two.
I discovered this shocking as I assumed that roundup posts, just like the one beneath, would generate extra engagement.
Nonetheless, the takeaway is that high quality content material and natural relationships trump “engagement methods.”
Takeaway #10: 88% of High Performing Posts Had Zero Hashtags
LinkedIn hashtags appear to be much less necessary (or just much less utilized), as 88% of the posts didn’t include any hashtags.
And, even when individuals did add hashtags, most solely used one hashtag.
Of the posts containing hashtags, solely 34% had greater than three hashtags, and solely 20% had greater than 5.
So use hashtags sparingly. And, they probably aren’t as necessary as they as soon as have been.
Takeaway #11: 14% of the highest performing posts contained a gated provide
You’ll usually see gated LinkedIn posts the place individuals should remark to obtain a free useful resource.
Right here’s an instance:
Due to this fact, I anticipated these gated posts to make up a big share of the highest performing posts.
Nonetheless, solely 14% of the highest performing posts have been gated.
Gating posts might help you construct an inventory however use it sparingly.
When you gate your content material, attempt to seize the individual’s e mail handle.
The LinkedIn algorithm controls who sees your content material, and it will possibly ban you at any second. Nonetheless, capturing emails allows you to personal your viewers and you may guarantee every follower receives your content material.
Takeaway #12: 18% of high performing posts contained exterior hyperlinks
Some social media platforms lower attain in case you embrace a hyperlink within the submit, although we seen that 18% of the 300 top-performing posts contained exterior hyperlinks.
So, your posts can nonetheless carry out properly in case you embrace exterior hyperlinks.
Further Anecdotal Observations
I manually collected the info myself, and listed below are some anecdotal observations I gathered from the method.
Whereas I couldn’t put a quantitative worth to those observations, I really feel they’re nonetheless invaluable sufficient to incorporate on this examine.
#1: Every individual has their very own posting fashion
I initially created a column referred to as “Submit Kind” and deliberate to assign every of the 300 top-performing posts to a selected class, comparable to “blueprint” or “private failure story.”
Nonetheless, I rapidly realized that there have been far too many classes and kinds of posts. And, many posts may belong to a number of classes.
Nonetheless, I did discover that the highest three performing posts for any creator tended to be very comparable.
For instance, Amanda Natividad’s high performing posts are all very comparable:
She takes a typical greatest observe and provides her personal contrarian viewpoint to the topic. You’ll see that also they are simply easy textual content posts:
Then again, Jacob Klug is wildly profitable making a gift of blueprints of cool initiatives they’re engaged on. Listed below are two of his high performing posts:
I’ll offer you yet another instance. Two of Gina Sapien’s high performing posts are simply lists of corporations to work for:
The redundant nature of the highest performing posts is probably going as a result of every creator discovered a mode of content material they have been good at creating.
So don’t attempt to simply copy a single creator’s content material fashion. There are a whole bunch of submit codecs that may work, so experiment till you discover one that you just get pleasure from creating.
Nonetheless, it’s a good suggestion to finally develop a daily content material format and elegance, not simply to make the content material creation course of simpler for you, but additionally as a result of your viewers will probably gravitate in direction of a selected fashion of content material.
When you hold altering the fashion of content material (e.g., tremendous tactical to “really feel good” wellness content material), you’ll in all probability see low engagement charges as not all your viewers will like the varied vary of content material.
#2: Engagement doesn’t account for follower or relationship high quality
Controversial posts and even basic psychological wellness posts are likely to carry out very properly, however they gained’t essentially make it easier to construct a following of prospects.
For instance, this submit generated plenty of engagement. However did it really assist this individual generate income? In all probability not.
Positive, you’ll be able to sprinkle in a number of posts like this to assist improve complete attain and permit your followers to get to know you, but it surely probably gained’t display your trade authority to prospects, which means it in all probability gained’t make it easier to construct income.
Get Extra Assist Rising Your Private Model
Maybe an important takeaway from this lesson is that an important factor to do is to easily submit extra content material.
Nonetheless, it may be lonely attempting to determine how one can enhance your private model.
That’s why we created Copyblogger Academy. It’s a course and neighborhood for entrepreneurs and aspect hustlers constructing on-line companies. There are programs masking search engine marketing, content material advertising and marketing, e mail advertising and marketing, private branding, and different advertising and marketing abilities that may make it easier to develop sooner.
You’ll even have the chance to attach with different likeminded people in the neighborhood, attend accountability classes, and ask seven determine entrepreneurs (myself and my accomplice Charles Miller) particular questions.
