In May 2020, LinkedIn introduced a dwell time into the LinkedIn algorithm measuring:
How long a post is shown in screen
If people click "see more"
This means, it's now important to hold attention on your post. But, it's not just about the quality of your content, it's also about the format of your content.
Text only +30-50%
Text with a single image +25-40%
Native video +20-40%
With +20-40% increase in engagement on video content in 2021 than 2020, it's key to make use out of video content.
Your best option: Native video. A clip between 30 seconds to 1 minute placed into a square format and with subtitles attached will perform the best.
Important advice: Make sure your video is never longer than 3 minutes.
6 top tips on writing a post
Write like you talk
Don't write your posts based on how you think you should talk. But, instead be you. Be human. Write your post in the same way you would email a friend.
Short and snappy sentences perform best. Your new lines don't always mean new thoughts and there's no pressure to make them perfect. Each line should play off of each other.
Pronouns are essential. You. Me. We. I. Write in first person! That's how we talk and it appears much more authentic.
Get us to read more
First line, break then second line. Remember, the aim of your first line is to get people to read the second line by clicking read more.
It comes back to keeping it authentic. But, fill your posts with real examples. Not perfectly edited images or Google photos. Remind people that you're real.
The tried and tested formula for your structure. Catchy headline --- Context --- Opinion --- CTA.
Ending your post with a strong CTA (call to action) encourages comments and engagement.
Importance advice: We recommend 3-10 hashtags. Posts with less than 3 or more than 10 hashtags have 20-40% less reach.
Related: For all tips and tricks on the LinkedIn algorithm, download our playbook.