You scroll through LinkedIn and pause at a short video or quickly vote in a poll. Familiar? You're not alone. A large-scale analysis of 577,180 posts shows that these specific content formats lead to significant increases in reach and clicks.
Videos and polls boost LinkedIn interactions.
According to the latest figures from Metricool, the number of video impressions on LinkedIn has increased by 73%. The number of video views has risen by 52%. Interactions such as clicks on posts have also grown by 31%. Users are therefore watching more video, partly thanks to LinkedIn's targeted focus on a dedicated video feed.
Although users are less inclined to share videos with their network, they continue to watch. This suggests that videos are valuable for visibility, but the focus on reach through sharing may be less effective than on other platforms like Instagram.
The impact on businesses and organizations
The rising engagement means that LinkedIn company pages — both large and small — currently have more reach than before. The increase in impressions indicates growing user activity. LinkedIn does not publish global user figures, but there is demonstrable growth within the EU, partly due to transparency obligations under the DSA.
This presents opportunities for companies. More active users means a larger audience for corporate content. In particular, posts that invite interaction, such as polls, lead to strong visibility. Poll posts — although rarely used — show an increase of 206% in reach. This makes them a valuable tool within your content strategy.
What can you do with these insights?
Although not every type of interaction automatically leads to conversion, more clicks on your post are an important step towards visibility. Companies would do well to use video more often and to employ polls to stimulate engagement. Think of short, informative videos that align with your brand or polls that tap into current themes within your industry.
By cleverly responding to LinkedIn's algorithmic preferences, you increase the likelihood that your posts will be seen more frequently. It's not about completely new formats, but about effectively utilizing proven content types at the right moment.