LinkedIn marketers and social media strategists are expected to understand the intricacies and best practices of LinkedIn, but this isn’t a straightforward process with the contrasting opinions and research out there.
Should we include links in our posts – or will LinkedIn penalise us for it? This is one of the platform’s most common discussion points, and the general consensus has leaned towards caution. However, fresh data from Metricool reveals some rather surprising results that challenge this concept.
Driving engagement through links
The new study used a sample size of over 577,000 LinkedIn posts from nearly 48,000 company pages across a three-year period to make the conclusion. It found that posts containing links generated 13.57% more interactions and 4.90% more views compared to posts without any links – a meaningful performance shift which promotes more visibility, more clicks and more business opportunities.
Despite the obvious benefits, only 31% of the posts analysed included links. That leaves a huge opportunity gap for brands and marketers who are still avoiding links due to outdated assumptions about how LinkedIn’s algorithm works. So, how do you apply this to your LinkedIn strategy?
Busting the “Link Penalty” myth
It’s true that some social media’s tweak their algorithms to favour content that keeps users within the platform’s parameters – and this was believed of LinkedIn. However, the study suggests that even if that’s partially true, it doesn’t negate the real-world value of providing useful, actionable links.
When used correctly, links can enrich a post’s context, provide additional value and encourage more meaningful interactions. As long as the link offers something of worth – case study, blog or article – users are likely to engage with the content through likes, comments and shares. Think about the purpose behind the link and what it enables clickers to do.
What type of posts perform best on LinkedIn?
Within the study they also analysed the performance of certain content formats, and how prioritising post structure can help with link clicks and overall engagement. The highlights are:
- Carousels had the highest engagement rate overall. These multi-slide posts are perfect for storytelling, step-by-step guides or thought leadership pieces.
- Videos saw a 53% increase in volume year over year and an 87% increase in engagement. Video continues to get to the heart of the message in an eye-catching way.
- Links, as discussed, outperformed non-link posts on both views and interactions.
From this we can understand that a balanced content mix is the way forward, and that you could be missing engagement opportunities if you’re only posting plain text updates or occasional images.
The psychology behind the click
Links signal that there is more to the story than the short caption you have created. It is an open invitation for users to learn, explore or take action depending on the interaction you’re encouraging.
When you share a link, you create intrigue, offer control and show generosity by providing useful and insightful content without asking for anything in return. The human urge to seek value and act on feelings of curiosity explains why well-chosen links can enhance rather than hinder post performance.
Ways to integrate links in your LinkedIn strategy
Directing users to content that is authentically yours not only builds authority, but also drives traffic to your own platforms. If you have an interesting blog, case study or downloadable resource on your website, linking there has a two-for-one effect, bringing traction to your post and then to your content or website.
Any link that you include needs to be introduced in a way that explains why the content matters and what users will gain by clicking through. Dropping a link without context means people might miss it.
If your goal is lead generation or conversion, add UTM parameters to track how much traffic LinkedIn is actually driving. This helps to know where you’re at and is useful when you’re trying to develop a strategy that works for you. Finding what best suits your audience is a game of trial and error – experiment with link placement [some marketers recommend putting it in the post caption, others prefer the comment section] and measure the results.
Whatever linking method you side with, make sure it’s supported by rich media – visuals, carousels and video all increase post visibility and engagement even further.
What the link means for marketers
LinkedIn continues to be a vital channel for brand visibility, thought leadership and business development. But with over 1 billion professionals on the platform, it’s a crowded space, and so your content strategy needs to be data-informed, audience-centric and value-driven to stand out.
This study is a reminder that some of our long-held digital habits might be due a rethink, and what once seemed like best practice could be what’s holding you back now.
Links shouldn’t be avoided but instead encouraged. It’s time to reframe the way we think about LinkedIn engagement and focus on integrating links that are meaningful and valuable to you, your business and your customers.
If you need support developing a strategy for LinkedIn, we can do all the legwork in line with your business objectives to build a bespoke content calendar that is sure to get customers clicking. Get in touch using hello@workpr.co.uk.
