With more than 10 million monthly active users, LinkedIn ™ is the leading French social network that connects professionals. Do you want to stand out on this network? Don’t know how to write more engaging content than your competition? Precisely, we give you the keys, the codes and the tips to design effective posts on LinkedIn ™ in this article . Don’t move, the 7 secrets of a successful publication are just below!
What should a LinkedIn ™ post contain?
Au sommaire :
1. A punchy catchphrase to capture attention (secret 1)
For a post to be spellbinding, it must follow certain rules and the first is to have a captivating catchphrase. So yes, on LinkedIn ™, you can’t put an H1 headline at the top of a post, but just create it yourself by isolating your introductory sentence in order to highlight it. Without an attractive title, your publication, as effective as it is, goes unnoticed.
Why ? Simply because only the first 3 lines are visible to the Internet user. If he wishes to discover the rest of your post, he must click on “see more”. The catchphrase is therefore capital, because it is what captures and then makes the reader want to see more. This is the basis of the foundation for making an effective post.
The storytelling technique generally works well for placing a catchy headline, as it spears the reader who wants to see the rest of the story. For example: “How did I multiply my turnover by two in 3 months?”
The provocative titles or rants also arouse interest and challenge the audience. It is nevertheless rather daring and it is not recommended to publish this type of content regularly so as not to have a reputation of cranky …
2. A fluid and airy text, that’s the n ° 2 secret of effective posts
The structure as well as the formatting also have their influence, because they are the ones which encourage or on the contrary dissuade to continue reading.
For a LinkedIn ™ post to be devoured by your readers, the text needs to be airy and fluid. That is, try not to write paragraphs longer than 2-3 sentences, and make sure they are short. In addition, a line break also allows you to highlight the important passages of your LinkedIn posts. Keep in mind that a post can be dense, but still clean and uncluttered to make your prospects want to read it.
Emojis in addition to bringing a friendly touch to your post, structure the text, because remember, it is not possible to put words in bold or in italics. Line breaks are also welcome to air your post. By structuring your publication, you put the odds in your favor for it to be read in full.
Finally, don’t miss out on the call to action ! It’s a short phrase, usually placed at the end of the post, that prompts the reader to take action. The action can be a simple interaction (like or comment) or something more direct (contacting you, registering for a training session, etc.).
3. A message to convey: the n ° 3 secret of a successful LinkedIn ™ post
Every piece of content posted to the network should stay focused on a message you want to convey to your audience. Really try to focus on one big idea and ask yourself why you are writing this post and what its communication purpose is.
In order to captivate your audience to the end, don’t be too thin. A post that is too rich in ideas is not effective, because your contacts may not understand where you are going and therefore, not to read on.
4. A visual: Illustrate to better distribute your post on the professional social network (secret 4)
If it is a text format, it is possible and advisable to add an illustration to your LinkedIn ™ post, in order to liven it up and provide additional information. The photo or image chosen must have meaning and be perfectly in line with your message so do not hesitate to do a little research. You shouldn’t add a visual just because it looks pretty, but rather to support your ideas.
In addition, instead of using impersonal royalty-free photos that don’t mean much, try to present your collaborators or your products in the spotlight in order to convey a more human and authentic image.
Don’t neglect the quality! Better not to put anything rather than to place a blurry image!
5. The presence of emojis to make an effective post (secret 5)
Emojis are best known for their widespread use on Facebook ™ and more fun and relaxed social networks. LinkedIn ™ being above all a network of professionals, one might think that emoticons have no place. Yet today the era of the serious and rigid enterprise is over. LinkedIn ™ is a network that brings together a lot of start-ups and companies that want to be more relaxed, without going to extremes.
Emojis are therefore recommended in order to humanize your publications and convey your emotions. However, don’t go overboard! A few per post are more than enough.
6. Secret 6 is to use hashtags and mentions sparingly
Hashtags (#) are the small print that accompanies posts. They are often found at the end of the post. The goal is to place the keywords in the hashtags in order to appear in the searches corresponding to this precise word.
We talk about mentions when we identify a person in a publication. It is not enough to write his name, but to click on his profile. For it to appear, you have to put an “@” then start typing your name or first name. A list that contains your relationship is displayed.
Hashtags and mentions get likes or comments and therefore you score points with the LinkedIn ™ algorithm.
What are the different types of LinkedIn ™ posts?
For a page to be alive, it is important to master the inner workings of LinkedIn and publish regularly by varying the content. In this regard, it is possible to make and distribute several types of LinkedIn ™ posts: simple text, carousel, image, video, article, etc.
The classic post
It is a publication which disseminates a text. It’s classic yet it’s the type of content that always works, as long as you have a catchy title and a welcoming structure. Storytelling, which is the art of teaching or transmitting a value, while telling a compelling story, is favorable to this kind of post. Users appreciate storytelling relatively well when it is relevant.
A post can also state current events, feedback, present training or an event, for example. So many possibilities that allow you to vary the type of information you disseminate to your prospects.
The LinkedIn ™ carousel, an effective and interactive post!
The LinkedIn ™ carousel is making a lot of noise because of its overwhelming success! This type of post is the equivalent of a slideshow that you create on your own. You just need your slides to be in PFD format to add them to your post carousel.
The major advantage is that it is interactive. Indeed, for the images to scroll, it is up to the user to click on the “next” arrow. It is therefore free to continue or not to view your work.
In addition, the carousel allows you to broadcast all types of messages in a fun and lively way. A tutorial, a presentation of your workforce or your new products, the carousel is the attractive publication of the moment!
The LinkedIn ™ post that asks for the opinion of your prospects
Do you want to obtain the opinion of your prospects and customers for commercial, marketing or simply to animate your community? Solicit them directly on the platform by creating a survey! Internet users love to give their point of view on different subjects. Easy as pie, in three clicks your post in the form of a survey is ready to be distributed!
Whether the topics are serious or a little more relaxed, polls are effective because they have the merit of creating engagement and eliciting reactions. In addition, a survey generates clicks, which can boost the visibility of your posts. Indeed, the LinkedIn ™ algorithm favors posts that get reactions.
Of course, the responses you receive can also be used to adjust your strategy, advance your marketing, structure your offering, and improve your product.
Native video to please Internet users and dwell time
Video posting is popular on social media. It brings an animation and a format a little more accessible than the texts. In fact, videos reach more people than other types of posts.
In addition, they are generally propelled by dwell time. This algorithm calculates the average time during which your relations view your post. The longer it is, the more dwell time favors your post. Since most of the videos are more attractive, it is easier to get caught up in them.
LinkedIn ™ videos must meet certain size and weight criteria. From the application, the limit is set at 10 minutes while from a computer, it is 15 minutes. The size limit is 5 GB.
Choosing the best time to post on LinkedIn ™ (secret 7)
The best time to post on your profile or page is of course when your prospects are online. LinkedIn ™ being a B2B social network, the most popular niches are different from its competitors. Indeed, when social networks such as Instagram ™, Tik Tok ™ and Facebook ™ for example are visited more on weekends, LinkedIn ™ benefits from more traffic during the week. More precisely from Tuesday to Thursday:
- Between 7:30 a.m. and 8 a.m.
- At noon ;
- Between 5 and 6 p.m.
These hours correspond perfectly with the break time of an employee who consults his LinkedIn ™ feed:
- Before his work;
- During his lunch break;
- And at the end of his day.
Having said that, these statistics are the result of a general study and it may be different for you. It is therefore advisable to post at different times in terms of days and hours in order to then analyze the engagement rate and create your own statistics. Of course, weekends and nocturnal hours (beyond 10 p.m.) are to be avoided.
Schedule a post on LinkedIn ™
Thanks to your analysis of the engagement rate of your posts, you now know which days and times it makes sense to publish to optimize your visibility. However, you may not be available and you risk missing the ideal schedule. To avoid this there is only one solution: programming .
Unfortunately, it is not yet possible to schedule your posts directly on the platform, but don’t panic, you are not short of resources! Free or paid third-party applications offer this functionality, so that your members are always present at the right time. This is the case, for example, with Oktopost ™, Buffer ™ and Swello ™. Thanks to them, get ahead, anticipate your needs and those of your prospects and always be regular in the distribution of your posts on the networks!
Be careful, however, because if programming your posts has advantages, this process also has significant drawbacks:
- Scheduled posts are less driven by the LinkedIn ™ algorithm , as it prefers native posts. That is to say, it will not boost them in terms of visibility.
- In addition, you are not present to respond to comments so you generate less interaction with your audience.
Programming therefore remains an alternative that allows you to continue publishing without requiring your presence. It should not be favored over instant publication.
Post LinkedIn ™, in conclusion
To conclude, making an effective post comes down to following a few rules, here are the 7 secrets:
- Start with a relevant catchphrase;
- Structure and purify your text;
- Have a message to convey;
- Put a visual;
- Add some emojis;
- Don’t overuse hashtags and mentions;
- Post at the right time.
Then, there are a multitude of types of content available on the platform (text, visual, poll, carousel, video). Identify those that arouse the most interest because, depending on your target, not all have the same impact!
Post LinkedIn ™, to sum up in 4 questions
How to make a LinkedIn ™ post?
To design an effective post, here are some tips:
- put a powerful catchphrase to make your audience want to click on “see more”;
- ventilate and structure your post for easier reading;
- illustrate your message with emojis and an attractive visual;
- use hashtags and mentions tactfully and sparingly.
But above all, for an effective post, consider writing content that truly brings value to your audience and highlights your skills.
What post to put on LinkedIn ™?
LinkedIn ™ offers many posting formats:
- text only,
- with a visual: computer graphics, photo, image,
- image carousel,
- native video,
It is recommended to vary the content both in the form and in the message, thus disseminate:
- advice or recommendations,
- sharing of experiences,
- behind the scenes of your company,
How do I end a LinkedIn ™ post?
LinkedIn is a network for exchange and sharing, so in order to promote interactions, a call to action is required at the end of the post. The point is to encourage your readers to comment. If possible ask your audience a question such as: “What do you think of …?” “, Or” share your opinion on … “.
How do I publish a post on LinkedIn ™?
It’s very simple, to publish a post, click on “Start a post” which appears above your news feed. Then write your text and add (if needed) a photo, video, pdf or survey. Before clicking on publish, choose “who can see your post”. The platform allows you to choose between: everyone, everyone + Twitter, your connections only or members of a group.