LinkedIn: these finest practices to extend your viewers

How to successfully capture your audience on LinkedIn? If you want to develop your presence on a professional social network, you should focus on certain posts. The study analyzed the formats with the best performance.

As on Instagram, some posts have more clicks than others on LinkedIn. This is what a study by Socialinsider and Cloud Campaign is trying to show, which analyzes 141,474 posts on LinkedIn with 1,126 pages of the company, between January 2021 and April 2022.

Documents shared directly on LinkedIn, such as publishing PDFs, have the best effect, generating three times more clicks than any other type of publication. On average, the click-through rate, which determines the percentage of people who clicked on a publication, on LinkedIn (combined all types of content) is 2.2%. For source documents, this rate is between 3.5% and 8.6% depending on the popularity of the account. According to Socialinsider, the success of documents on LinkedIn is partly due to the fact that the social network wants to increase active pages that offer content that encourages users to stay online longer.


LinkedIn is an online professional social network.

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Small bills make good friends

Videos are a source of engagement on LinkedIn, which means that they generate more “likes”, comments and clicks. Accounts with less than 50,000 followers manage to achieve 4.49% engagement per share of video impressions, compared to an average of 3.16% on social media. Impressions show how many times the post was viewed. Since the advent of TikTok, platforms have opted to develop video formats faced with perceived enthusiasm. The professional platform is no exception to this trend and therefore seems to be pushing video content to its platform as well as average accounts.

The review rate is also best for the smallest orders (less than 5,000 followers) with 17.18% on average versus 11.29% for medium orders (between 10,000 and 50,000 subscribers). Even orders tracked by more than 100,000 people do not reach this review rate (16.36%). On LinkedIn, the video review rate is 14.46%.

Images are still the most popular with accounts between 50,000 and 100,000 subscribers with an engagement rate per impression of 4.06%, while documents are required with 4.84% on accounts with more than 100,000 subscribers.

Finally, it’s better to have a small LinkedIn account to reach more users with your publications. According to the study, sites with less than 5,000 subscribers generate a penetration rate of 6.17% compared to an average of 3.49%. Accounts with between 50,000 and 100,000 subscribers are the heaviest with a “reach” rate of 1.63%.

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