A brand new examine of over 577,000 LinkedIn posts challenges widespread advertising recommendation. It finds that posts with hyperlinks get 13.57% extra interactions and 4.90% extra views than posts with out hyperlinks.
The LinkedIn examine by Metricool analyzed almost 48,000 firm pages over three years. The findings give entrepreneurs strong information to rethink their LinkedIn methods.
Hyperlink Efficiency Contradicts Frequent Recommendation
For years, social media specialists have warned towards including hyperlinks in LinkedIn posts.
Many claimed the platform would present these posts to fewer folks to maintain customers on LinkedIn.
This new analysis says that’s flawed.
The info exhibits that about 31% of LinkedIn posts contained hyperlinks to different web sites. These posts constantly did higher than posts with out hyperlinks.
Content material Format Efficiency Reveals Sudden Winners
The examine additionally discovered huge variations in how content material varieties carry out.
Carousels (doc posts) work greatest for engagement, with the very best engagement fee (45.85%) of any format. Folks on LinkedIn are prepared to spend time clicking by means of a number of slides.
Polls are a missed alternative. They make up solely 0.00034% of all posts analyzed however obtained 206.33% extra attain than common posts. Virtually nobody makes use of them, however they carry out effectively.
Textual content-only posts carried out worse than visible content material throughout all metrics. Regardless of being widespread, they acquired the fewest interactions.
Video Content material Reveals Outstanding Progress
LinkedIn video content material grew by 53% final 12 months, with engagement up by 87.32%. This progress is quicker than on TikTok, Reels, and YouTube.
The report states:
“Video posting might have elevated by 13.77%, however the true story is within the rise of impressions (+73.39%) and views (+52.17%). Customers are partaking extra with video content material, which signifies that LinkedIn is prioritizing this format in its algorithm.”
Trade-Particular Insights
The analysis broke down efficiency by business. Surprisingly, sectors with smaller followings typically get higher engagement.
Manufacturing and utilities firms had fewer followers than schooling or retail firms, but they acquired extra engagement per put up.
This challenges the concept having extra followers mechanically means higher outcomes.
Sensible Suggestions for Entrepreneurs
Primarily based on these findings, right here’s what LinkedIn entrepreneurs ought to do:
- Don’t keep away from hyperlinks: Embrace hyperlinks after they add worth. They assist, not harm, your posts.
- Combine up your content material: Use extra carousels and polls. They carry out a lot better than different codecs.
- Ship extra visitors by means of LinkedIn: With clicks up 28.13% year-over-year, LinkedIn is best than many suppose for driving web site visitors.
- Be practical about follower progress: Solely 17.68% of accounts gained followers in 2024. Rising a LinkedIn following is more durable than on different platforms.
Wanting Forward
The Metricool report challenges basic LinkedIn advertising beliefs with strong information. Essentially the most helpful discovering for search engine optimisation and content material entrepreneurs is that including hyperlinks helps moderately than hurts your posts.
Entrepreneurs ought to repeatedly check previous recommendation towards actual efficiency information. What labored on LinkedIn previously may not work in 2025.
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