How Do Professional Audiences Engage with Content on LinkedIn? [Infographic]

September 12, 2017

Sophisticated Marketer's Sessions Enagagement

It’s one thing to develop content, but quite another to drive content engagement. Rather than take a guess at what will hit the mark, it’s better to understand what type of content earns your target audience’s attention and compels them to act. Especially when you can gain these insights directly from the very people you’re trying to engage.

To help marketers better engage their professional audiences on LinkedIn, we surveyed more than 9,000 members across the globe to understand their content engagement preferences.

We captured key takeaways in the infographic below, including how professionals access LinkedIn, and how C-suite engagement metrics compare to the average active LinkedIn member. We also share audience engagement tips that will help you build an effective LinkedIn ad campaign. Before we dive into the infographic though, here’s a high-level overview of what you should know…

Professionals on LinkedIn Are Motivated to Grow

LinkedIn is where professionals gather to connect, stay informed, and advance their careers by working smarter. It’s an entirely different mindset compared to other social media platforms. Professionals visit LinkedIn to interact with their networks, follow the people and brands they’re interested in, and connect to opportunities. They accomplish these goals by engaging with all sorts of content on LinkedIn. That’s where you come in. You can help LinkedIn members (and boost engagement in the process) by delivering content that facilitates professional advancement.

Our research backs these assertions: 62 percent of LinkedIn members said they engaged with content because it is educational or informative. And almost as many (61 percent) said they engaged with content because it’s relevant to them. Thus, a simple recipe for engagement is inspirational, relevant content that either makes your audience smarter or helps them perform better at their jobs. In fact, 44 percent of respondents said the last piece of content they really enjoyed was inspirational and got straight to the point.

Deliver on the Topics that Matter

Professionals on LinkedIn show time and again that they want to engage with companies that share useful and relevant content. When it comes to finding content worthy of engagement, our research shows that LinkedIn members look to their peers and colleagues as top sources but also turn to companies and brands in high numbers. Check out the infographic below and see for yourself:

There’s no secret, hidden formula for engaging professionals on LinkedIn. If you create content that enhances your audience’s professional journey, they’re likely to engage with it.

For more ways to engage your audience on LinkedIn, check out our Sophisticated Marketer’s Session: Audience Engagement Is Everything.

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