Let’s take a look at one more social media platform that we haven’t discussed yet: LinkedIn.
According to the Metricool study I referenced yesterday, it looks like LinkedIn is having a bit of a moment, with increases in all metrics that they analyzed over last year (except for a decline in posting frequency).
The impressions seem to be lower than YouTube, which I think means the algorithm doesn’t spread the content quite as far (YouTube’s “Recommended” feature probably helps a ton in this respect), but those who do see your content are very likely to interact with it.
It’s also very interesting that the clicks rate is so high compared to last year. According to LinkedIn:
“
Clicks – Shows the number of clicks on your content, company name, or logo by a signed in member. This doesn’t include interactions, such as reposts, reactions, and comments.
I think this has to do with the nature of LinkedIn as still being a place to connect and learn more about the people and businesses in your network, while many other “social” platforms these days seem to be more about consuming content from strangers than connecting with actual people.
(Although, I do wonder if clicking the “see more…” link on posts gets counted as a click, because I think that might skew the numbers due to the fact that there is so little above-the-fold content available on any given post without clicking “more…”)
But, as a medium, LinkedIn is an interesting chimera right now, part blog/newsletter, part microblog/spontaneous thinking, part life updates—with photo carousels, videos, and even document sharing thrown in for good measure. I haven’t fully formed a complete idea of where it fits in the posting vs publishing schema yet, but I’ll be sure to post more in the future as I consider further.
If you have your own experiences or insights about LinkedIn, I’d love to hear about it!
