How to Curate Good Content: Insights From the Top Broadcasts on LinkedIn Elevate
August 6, 2018
Building your brand reputation on social media involves more than just your brand accounts. For maximum impact, more brands are engaging their employees by helping them to share content in a way that facilitates success for both the employee and the brand. As a result, many organizations have created employee advocacy programs to make it easy for their employees to discover content and share it with their connections.
However, many employee advocacy program leaders struggle with curating the right content. Without data, it can be hard to know which content will drive engagement and what will be a dud.
We’re hoping to clear that up.
To find out what really makes content engaging, we analyzed the top 500 Broadcasts from the first quarter of 2018 on our employee advocacy platform, LinkedIn Elevate. Specifically, we wanted to learn which content garnered the most engagement among non-employees of the Elevate customer.
Broadcasts were ranked by total re-shares and comments in order to capture content that elicits social response and engagement. We looked for common words, mediums, topics, and trends to identify patterns for the most effective content curation. Read on to discover what we found out:
5 Statistically Backed Insights for Creating More Engaging Broadcasts on LinkedIn Elevate
1. Good News Is the Best News
Company news is something that your employees genuinely care about. Considering the impact company changes and industry news can have on their work, it’s no wonder that people engage more frequently with PR-like content. In fact, nearly half (47%) of the Top 15 Broadcasts highlighted a positive PR angle for the company.
47% of the Top 15 Broadcasts highlighted positive company news.
For example, the below broadcast from Exelon highlighted their company’s unique ability to continue operations during a catastrophic winter storm. Proud Exelon employees drove an impressive 29 reshares from their networks, which is 21 shares higher than the average of 8.
Replicate similar success with your own employee advocacy program by including your press releases as a part of your content curation.
2. Name Dropping Isn’t a Bad Thing
In addition to press releases and company news, 36% of the Top 50 Broadcasts mention the company or brand by name in the headline.
Of the Top 50 Broadcasts, 36% mention the company or brand in the headline.
For example, the Renault Nissan Alliance shared a fun broadcast to celebrate the 100th birthday of their brand, Mitsubishi. The broadcast highlighted the brand specifically, going to show that you don’t need to tone down the brand mentions for your employee advocacy program.
When you create content for your employee advocacy program, don’t be shy about name-dropping your own brand in broadcasts, including company awards, anniversaries, key campaigns, or business updates. As the data shows, broadcasts that include the brand’s name are some of the most engaging pieces of content on LinkedIn Elevate.
3. Your Audience Wants to be Educated
When looking at the Top 50 Broadcasts, it’s clear that company news, announcements, and related topics are the most re-shared types of content, coming in at 46% overall. But hot on their heels is educational content, accounting for 24% of the Top 50 Broadcasts.
What types of educational content were the most re-shared? The most viral broadcasts covered topics like:
- Work/life balance
- Career ambitions
- Future of work
24% of the Top 50 Broadcasts share education content.
With an eye-opening lesson that leaders are the real reason behind exiting employees, this post was among the Top 50 Broadcasts with 15,429 impressions and 1,063 clicks. That’s more than double the average number of impressions, which was 7,431.
To create content that resonates with your audience and encourages plenty of shares from your employees, remember to include content that gives them a little something in return. In this case that little something is a valuable lesson or piece of knowledge that they can apply to their own lives.
4. Visual Media Is Pretty Much a Must
Images are powerful, conveying vital information and evoking emotion from audiences. And it shows when analyzing the Top Broadcasts, as a whopping 48% of the Top 50 Broadcasts featured a video or an image.
Nearly half of the Top 50 Broadcasts featured a video or an image.
And that statistic only includes broadcasts that shared an image or video as their target URL. Considering that LinkedIn Elevate auto-pulls thumbnail images, the number of top broadcasts with visual content (whether in the target URL or as a thumbnail) is likely much larger.
To add an image to your broadcasts for maximum shareability, flip through the auto-pull options within LinkedIn Elevate. If you’re struggling to find one that captures the topic well, quickly source a new one by pulling an image URL from your own website or blog. You can also find free public images under the Creative Commons license through sites like Pixabay, Flickr, or Unsplash.
So, take some time to get your image right. A quality image is often equated with quality content. High quality images showcase your digital sophistication, adding to the credibility of your content.
Infographics are also great for increasing your share rate, because audiences love the speed with which they’re able to digest useful statistics, trends, or insights. For example, the infographic below from Rio Tinto, a global mining corporation, received 2,300 clicks and 30 reshares.
5. Video Is the Most Engaging Content Format
Engagement rate takes each interaction for your piece of content (i.e. likes, reshares, comments, and clicks) and divides it by the number of total impressions. When we sorted the results by engagement rate, we found that 29 of the Top 30 most engaging broadcasts were videos.
96.6% of the 30 most engaging broadcasts were videos.
For example, Jaguar Land Rover created a broadcast featuring their video on the Dragon Challenge—driving a Range Rover through 99 hair-raising turns and up 999 steps to Heaven’s Gate on Tianmen Mountain in China. If the description alone didn’t pull you in, the video should do the trick:
To create share-worthy content for your employee advocacy program, take advantage of video marketing. With more freedom to tell a compelling story—through music, narration, animation, scenery, etc.—video is naturally more captivating than text.
3 Essential Tips That Boost Employee Shares
Finding what to share in a broadcast is only half of the battle. The other half is in writing a broadcast post that encourages your employees to share them. Here are some helpful tips on how to do just that:
1. Make it Personal
When writing your broadcast copy, speak from your own experience. Adopt the first person (“I” statements) to contextualize why you are broadcasting a certain piece of content. Why is it relevant to you? Why is it relevant to others? What’s in it for your employees? Answer these questions in your broadcast copy to show employees why your content is valuable.
2. Tell a Story
Character limits are a staple of social media. So it’s no surprise that your real estate is limited when it comes to your broadcast copy. But make the most of the space you’re given by telling a mini-story. Storytelling pulls your audience in and helps convince them that your content is worth reading and sharing.
3. Tag People When Relevant
For almost guaranteed engagement (likes, comments, and shares), tag LinkedIn members in your broadcast if they’re mentioned in the content. For example, if you’re promoting the fact that one of your employees just won an award, tag them in your broadcasts. They’ll receive a notification that you included them, increasing the chance they’ll see your message and amplify it. Their network will also be exposed to your post, even if they don’t follow your company.
Armed with the insights above, we hope you feel more confident in creating shareable broadcasts for your employee advocacy program. From company news to video marketing, there’s plenty of content that increases shares, clicks, likes, and comments, so review your content pipeline and test it with your employees to see what clicks and what doesn’t.
Still on the hunt for an employee advocacy platform that’s simple, yet effective? LinkedIn Elevate makes it easy for your team to discover, share, and engage with your content on LinkedIn. Learn more about LinkedIn Elevate.