A brand new examine of over 577,000 LinkedIn posts challenges widespread advertising and marketing 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 Widespread Recommendation
For years, social media specialists have warned in opposition to 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 reveals that about 31% of LinkedIn posts contained hyperlinks to different web sites. These posts persistently did higher than posts with out hyperlinks.
Content material Format Efficiency Reveals Surprising Winners
The examine additionally discovered huge variations in how content material sorts carry out.
Carousels (doc posts) work greatest for engagement, with the very best engagement charge (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 bought 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 obtained the fewest interactions.
Video Content material Exhibits Exceptional Development
LinkedIn video content material grew by 53% final 12 months, with engagement up by 87.32%. This development is quicker than on TikTok, Reels, and YouTube.
The report states:
“Video posting could have elevated by 13.77%, however the actual story is within the rise of impressions (+73.39%) and views (+52.17%). Customers are participating 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 trade. Surprisingly, sectors with smaller followings typically get higher engagement.
Manufacturing and utilities firms had fewer followers than schooling or retail firms, but they obtained extra engagement per publish.
This challenges the concept having extra followers routinely means higher outcomes.
Sensible Suggestions for Entrepreneurs
Based mostly 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 damage, 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 development: Solely 17.68% of accounts gained followers in 2024. Rising a LinkedIn following is tougher than on different platforms.
Trying Forward
The Metricool report challenges basic LinkedIn advertising and marketing beliefs with strong information. Essentially the most helpful discovering for web optimization and content material entrepreneurs is that including hyperlinks helps quite than hurts your posts.
Entrepreneurs ought to often take a look at previous recommendation in opposition to actual efficiency information. What labored on LinkedIn prior to now may not work in 2025.
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