03 Dec The Art Of Creating Engaging LinkedIn Posts

LinkedIn continues to be the most powerful platform for professional networking, but the landscape of content engagement is shifting. With more than 875 million members globally, crafting the right content is crucial to stand out from the crowd. Here’s what you need to know about the latest LinkedIn trends that are driving engagement this year.

Authenticity Over Perfection

Gone are the days when LinkedIn content had to be perfectly polished. Today, authenticity is what captures attention. Professionals appreciate real, relatable stories that provide insights, share lessons learned, or even highlight failures. According to reports, authentic content receives 30% higher engagement rates than generic corporate updates.

By embracing a more genuine approach, brands and individuals can foster stronger connections. For instance, sharing behind-the-scenes glimpses, personal career journeys, or honest reflections on industry challenges helps humanise your brand and resonate with your audience.

The Power of Video

Video content continues to dominate LinkedIn in 2024, offering a compelling way to share insights, demonstrate products, or showcase client testimonials. Videos enjoy up to 75% higher engagement than text-based posts​.

LinkedIn Live has also gained traction, providing an opportunity for real-time interactions that allow brands to engage directly with their audience.

To maximise video effectiveness, keep it short and valuable—aim for concise, informative clips that deliver clear takeaways. Whether it’s an interview, a product demo, or an event recap, video is a must-have in your LinkedIn content mix.

Educational Content: Value First

The professional audience on LinkedIn is hungry for knowledge. Educational content such as how-to guides, industry reports, or expert advice can significantly boost engagement. Carousels, which break down complex information into bite-sized, visually appealing slides, tend to outperform standard posts, driving higher impressions and shares.​

The key is to ensure your content provides real value, addressing common pain points or offering practical tips. This approach positions you as a thought leader and encourages your audience to engage and share.

Leverage Polls for Interactivity

Polls have become an interactive way to engage LinkedIn users, allowing brands to gather insights while boosting post visibility. When users vote on polls, their connections can see it, thus amplifying your content’s reach. This feature is particularly effective for gauging audience opinions, testing new ideas, or simply sparking discussions.

Employee Advocacy is Key

Employees are your brand’s most powerful advocates. Content shared by employees can generate eight times more engagement than content posted directly from company pages.​

Encouraging staff to share company content, post about their professional achievements, or even share their take on industry trends can significantly expand your brand’s reach.

Programs that recognise and reward employees for sharing valuable content can further boost participation, resulting in a stronger, more authentic online presence for your company.

Dreamdata’s Employee Advocacy Program: By categorising employees into different advocacy levels and providing training, Dreamdata significantly increased brand impressions and engagement.

LinkedIn Video Content Performance: Companies using video report up to 75% higher engagement than text-only content, confirming the video’s appeal.

Final Thoughts 

In 2024, LinkedIn content strategies must focus on authenticity, education, and interactivity. By leveraging these trends, businesses and professionals can strengthen their presence, engage meaningfully, and convert connections into clients.