Wondering if your brand’s LinkedIn posts will land?
Well, we’re not just the team that runs LinkedIn Marketing Solutions—we also use marketing on LinkedIn to show just how effective marketing on LinkedIn can be.
Just like any marketer, we are tinkerers and experimenters, constantly trying new tactics, measuring results, and refining our approach.
To help you optimize your own LinkedIn posts, we looked at our top-performing posts from the year so far. Here are the most popular, most engaging posts — and more importantly, why they were successful.
Lessons Learned from Our Top 10 Posts on LinkedIn in 2022 (So Far)
The first half of this list is “just for fun” posts. They’re not affiliated with a specific campaign but are instead intended to foster engagement and generate discussion. The second half is posts from specific campaigns our team ran earlier this year.
Just for Fun Posts
1. Flipbook-style Posts Add Visual Interest
This post on full-funnel marketing uses simple visuals and a flipbook-style format to talk about how to use content through the top, middle and bottom funnel. The format fits the content, and the visual style makes it stand out in the feed.
2. Want Engagement? Ask for It!
This post asks a poll question, inviting the reader to respond with the react buttons. The result: 6,500 reactions and hundreds of comments. This shows the power of using your posts to start a dialogue, rather than to simply broadcast content.
3. Transparency and Empathy Spark Conversation
When we post on our LinkedIn Page, we’re talking to our colleagues in the industry, not just to potential customers. This post shows that our team faces the same struggles as any marketer, sharing some of our solutions, and highlighting the importance of asking for help.This type of content talks with your audience instead of at them.
4. Playfulness Works in B2B
While our brand voice has a professional tone, we’re not afraid to get a little playful. This post takes the childhood game “Would You Rather” and brings it into the marketing space, inviting the audience to choose between two less-than-ideal options. Not only did it start a discussion, but it also inspired at least one respondent to improve on our visual!
5. Talk to the Whole Person, Not Just the Buyer
Sure, 100% of our posts could solely focus on the marketing of LinkedIn Marketing Solutions. But marketers are people, too. This post speaks to the human side of the job, asking the audience how they seek inspiration outside of the office.
Campaign posts
1. Timing and Targeting Make Magic
For this post from our Great Reshuffle campaign, we pulled together stats about women in marketing and created a visually compelling flipbook post. The post was timed with Women’s History Month for added relevance to the sub-audience we were targeting.
2. Highlight Trends that Cross Industries
Our Great Reshuffle report is all about why people change jobs and why they choose to stay in roles. For this post, we focused on trends in employee well-being and company culture. This post inspired shares and comments across industries, thanks to the universality of the message.
3. Tell Stories With Original Research
For this post in our Great Reshuffle campaign, we wanted to bring forward data only LinkedIn can offer. In addition to the proprietary data, it also speaks directly to marketers on a human level.
4. Aim for Overlapping Points of Interest
Two big areas of concern for most businesses in 2022: Reaching younger customers (Gen Z) and promoting sustainability. For this post, we covered the intersection of the two topics. We also included a quick case study that illustrated the point we were making with the data.
5. Take on the Big Topics
It’s perfectly okay for brands to weigh in on far-reaching, global issues — especially if the subject matter fits with the brand’s area of expertise. For this post, we took on the big topic of work-life balance, using findings from our original research and the flipbook format to highlight key takeaways.
Social Content that Succeeds on LinkedIn: Visual, Relatable & Useful
When we look at this list as a whole, it’s easy to see that people engage more with posts that:
- Are visually compelling
- Provide valuable information
- Seek to engage in constructive conversation
Our team plans to continue experimenting with flipbook-style and image poll posts, particularly, with content that encourages a dialogue. And, of course, we don’t want to start a conversation and walk away: it’s always important to engage with comments on your posts.
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Topics: Social media marketing
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