LinkedIn just turned 19 years old. A digital marketing speaker Hong Kong notes that the largest global network of professionals is now available in 25 languages and has 18,000 employees in 35 offices in over 200 countries. It also has around 810 million monthly active users (MAUs).
Do you know that 4 out of 5 LinkedIn users are company decision-makers? According to a social media agency Hong Kong, the platform’s content strategy is to target audiences based on their jobs or work position. There is no doubt that it is the leading B2B generation platform with 58 million companies.
Below, let us explore the latest statistics about LinkedIn content strategy.
Eighty Percent of B2B Leads Come from LinkedIn
A LinkedIn content strategy has a more professional and unique approach. Unlike Facebook, Instagram, and Twitter, it is the platform for thought leadership. It means highlighting your expertise and skills in the Linked content strategy. The key is to offer the best solution to the most common pain points of LinkedIn members. In fact, native documents generate 3x more clicks on LinkedIn when compared to other content types. The platform also generates 3x more lead conversion than Facebook and Twitter. That’s equivalent to 80% of B2B leads coming from LinkedIn, 13% of B2B leads coming from Twitter, and 8% of B2B leads coming from Facebook.
The Average Reach Rate of a LinkedIn Page is 3.49%
The average reach rate of social media content is vital to making an effective decision on where to focus your content strategy. Facebook has a large number of users. The average reach rate for a Facebook Page is around 5.2%. The average reach rate for an Instagram Page is around 3.5%. The average reach rate for a Twitter Page is around 2%. On LinkedIn, the average reach rate of a page is around 6.17%. Such stat applies to normal LinkedIn Pages with less than 50,000 followers.
Video Content Generates the Highest LinkedIn Engagement Rate
According to a video marketing agency Hong Kong, LinkedIn videos generate the highest engagement rates for small to midsize accounts. The average engagement rate per impression on LinkedIn is currently at 3.16%. It applies to LinkedIn Pages with less than 50,000 followers. But when they post videos on the said accounts, the video content can reach up to 4.49% engagement per impression rate. The video views rate for LinkedIn also stands at 15.16%. Thus, it makes video the most performing LinkedIn content. If you want to influence LinkedIn users to watch your videos, try to upload the brand messaging upfront, beating that two-second mark to gain their attention.
THE BOTTOM LINE
Brands and businesses should monitor click-through rates, engagement rates, and reach of their pages, to identify the best LinkedIn content strategy. These statistics can help them know what content format and type your LinkedIn audiences prefer.