{"id":1263,"date":"2019-11-21T04:46:58","date_gmt":"2019-11-21T04:46:58","guid":{"rendered":"http:\/\/wpdemo.archiwp.com\/onum\/?p=1263"},"modified":"2021-05-27T22:36:17","modified_gmt":"2021-05-27T22:36:17","slug":"quels-sont-les-contenus-a-privilegier-sur-linkedin","status":"publish","type":"post","link":"https:\/\/www.creation-de-site.be\/en\/2019\/11\/21\/what-content-is-privileged-on-linkedin\/","title":{"rendered":"What content should I focus on on LinkedIn?"},"content":{"rendered":"<div class=\"post-content clearfix\">\n<div class=\"entry-content\">\n<div id=\"essb_displayed_postfloat_18168662\" class=\"essb_links essb_displayed_postfloat essb_share essb_template_default4-retina essb_template_glow-retina essb_18168662 essb_size_xl essb_icon_animation13 essb_mobile_hidden essb_tablet_hidden print-no essb_postfloat_fixed\" data-essb-postid=\"14774\" data-essb-position=\"postfloat\" data-essb-button-style=\"icon\" data-essb-template=\"default4-retina essb_template_glow-retina\" data-essb-counter-pos=\"hidden\" data-essb-url=\"https:\/\/boulevardduweb.com\/contenu-linkedin\/\" data-essb-fullurl=\"https:\/\/boulevardduweb.com\/contenu-linkedin\/\" data-essb-instance=\"18168662\" data-postfloat-stay=\"true\" data-postfloat-top=\"600\" data-postfloat-percent=\"\">\n<p><span style=\"font-size: inherit;\">With more than 756 million members, LinekedIn is a fertile ground for companies wishing to communicate mainly in the field of business to business (B2B). Contrary to Facebook which is adapted to a more classical target (B2C). But, what are the most effective and relevant contents? Even if it is important to vary the forms, there are trends that are being set up.<\/span><\/p>\n<\/div>\n<p>To illustrate these trends, Social Insider conducted a study on no less than\u00a0<strong>39,465 publications<\/strong>\u00a0from\u00a0<strong>2,624 brand accounts\u00a0<\/strong>over one year (March 2020 to March 2021), with the following breakdown:<\/p>\n<ul>\n<li>Accounts with less than 5,000 subscribers:\u00a0<strong>962<\/strong><\/li>\n<li>Accounts between 5,000 and 10,000 subscribers:\u00a0<strong>475<\/strong><\/li>\n<li>Accounts between 10,000 and 50,000 subscribers:\u00a0<strong>682<\/strong><\/li>\n<li>Accounts between 50,000 and 100,000 subscribers:\u00a0<strong>186<\/strong><\/li>\n<li>Accounts with more than 100,000 subscribers:\u00a0<strong>319<\/strong><\/li>\n<\/ul>\n<hr class=\"wp-block-separator\" \/>\n<h2>- Images and videos get more engagement<\/h2>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><a href=\"https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/Linkedin-engagement.png\" rel=\"lightbox-0 noopener\" target=\"_blank\"><img loading=\"lazy\" class=\"wp-image-14778\" src=\"https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/Linkedin-engagement-1024x561.png\" sizes=\"(max-width: 1024px) 100vw, 1024px\" srcset=\"https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/Linkedin-engagement-1024x561.png 1024w, https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/Linkedin-engagement-300x164.png 300w, https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/Linkedin-engagement-768x421.png 768w, https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/Linkedin-engagement-360x197.png 360w, https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/Linkedin-engagement-150x82.png 150w, https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/Linkedin-engagement.png 1460w\" alt=\"\" width=\"1024\" height=\"561\" \/><\/a><\/figure>\n<\/div>\n<p>Overall, posts are not the content that generates the most engagement also, the more subscribers an account has, the lower the engagement. Accounts with less than 5K, 5K\/10K and 10K\/+ should focus on\u00a0<strong>visual content<\/strong>\u00a0and 10K\/50K and 50K\/100K accounts on\u00a0<strong>video content<\/strong>.<\/p>\n<hr class=\"wp-block-separator\" \/>\n<h2>- The images and articles are published in majority<\/h2>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><a href=\"https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/LinkedIn-Posts-Distribution.png\" rel=\"lightbox-1 noopener\" target=\"_blank\"><img loading=\"lazy\" class=\"wp-image-14782\" src=\"https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/LinkedIn-Posts-Distribution-1024x561.png\" sizes=\"(max-width: 1024px) 100vw, 1024px\" srcset=\"https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/LinkedIn-Posts-Distribution-1024x561.png 1024w, https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/LinkedIn-Posts-Distribution-300x164.png 300w, https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/LinkedIn-Posts-Distribution-768x421.png 768w, https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/LinkedIn-Posts-Distribution-360x197.png 360w, https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/LinkedIn-Posts-Distribution-150x82.png 150w, https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/LinkedIn-Posts-Distribution.png 1460w\" alt=\"\" width=\"1024\" height=\"561\" \/><\/a><\/figure>\n<\/div>\n<p>Of course,\u00a0<strong>images are a must on the platform<\/strong>\u00a0(49.21%). Despite the lower engagement rate, articles are published in greater numbers (38.76%) and video comes in last place with 12% of published content.<\/p>\n<hr class=\"wp-block-separator\" \/>\n<h2>- Visual content gets more \"likes<\/h2>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><a href=\"https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/Likes-median-Linkedin.png\" rel=\"lightbox-2 noopener\" target=\"_blank\"><img loading=\"lazy\" class=\"wp-image-14785\" src=\"https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/Likes-median-Linkedin-1024x561.png\" sizes=\"(max-width: 1024px) 100vw, 1024px\" srcset=\"https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/Likes-median-Linkedin-1024x561.png 1024w, https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/Likes-median-Linkedin-300x164.png 300w, https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/Likes-median-Linkedin-768x421.png 768w, https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/Likes-median-Linkedin-360x197.png 360w, https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/Likes-median-Linkedin-150x82.png 150w, https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/Likes-median-Linkedin.png 1460w\" alt=\"\" width=\"1024\" height=\"561\" \/><\/a><\/figure>\n<\/div>\n<p>Here, we see the opposite effect to engagement, the more followers, the more likes, which makes sense. Overall, image and video generate the most likes but, on the 50K\/100K range,\u00a0<strong>these are the items that are most effective<\/strong>\u00a0(after the video).<\/p>\n<hr class=\"wp-block-separator\" \/>\n<h2>- Videos encourage users to comment<\/h2>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><a href=\"https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/Comments-median-Linkedin.png\" rel=\"lightbox-3 noopener\" target=\"_blank\"><img loading=\"lazy\" class=\"wp-image-14789\" src=\"https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/Comments-median-Linkedin-1024x561.png\" sizes=\"(max-width: 1024px) 100vw, 1024px\" srcset=\"https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/Comments-median-Linkedin-1024x561.png 1024w, https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/Comments-median-Linkedin-300x164.png 300w, https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/Comments-median-Linkedin-768x421.png 768w, https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/Comments-median-Linkedin-360x197.png 360w, https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/Comments-median-Linkedin-150x82.png 150w, https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/Comments-median-Linkedin.png 1460w\" alt=\"\" width=\"1024\" height=\"561\" \/><\/a><\/figure>\n<\/div>\n<p>If an account has less than 10,000 followers, it would be better to focus on\u00a0<strong>on the images<\/strong>\u00a0if you want to get more comments and thus exchanges with users, on the contrary, if an account has more than 10K subscribers, you should rather\u00a0<strong>focus on video<\/strong>. The articles generate few comments...<\/p>\n<hr class=\"wp-block-separator\" \/>\n<h2>- Images and videos get the best print rates<\/h2>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><a href=\"https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/Linkedin-Average-Impressions.png\" rel=\"lightbox-4 noopener\" target=\"_blank\"><img loading=\"lazy\" class=\"wp-image-14793\" src=\"https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/Linkedin-Average-Impressions-1024x561.png\" sizes=\"(max-width: 1024px) 100vw, 1024px\" srcset=\"https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/Linkedin-Average-Impressions-1024x561.png 1024w, https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/Linkedin-Average-Impressions-300x164.png 300w, https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/Linkedin-Average-Impressions-768x421.png 768w, https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/Linkedin-Average-Impressions-360x197.png 360w, https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/Linkedin-Average-Impressions-150x82.png 150w, https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/Linkedin-Average-Impressions.png 1460w\" alt=\"\" width=\"1024\" height=\"561\" \/><\/a><\/figure>\n<\/div>\n<p>For small accounts, images will be the most relevant to reach the most people and videos for large accounts. We can see that for accounts with less than 5K subscribers, the effectiveness of images is undeniable!<\/p>\n<hr class=\"wp-block-separator\" \/>\n<h2>- Articles generate more engagement per impression<\/h2>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><a href=\"https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/Engagement-by-impressions.png\" rel=\"lightbox-5 noopener\" target=\"_blank\"><img loading=\"lazy\" class=\"wp-image-14795\" src=\"https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/Engagement-by-impressions-1024x561.png\" sizes=\"(max-width: 1024px) 100vw, 1024px\" srcset=\"https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/Engagement-by-impressions-1024x561.png 1024w, https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/Engagement-by-impressions-300x164.png 300w, https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/Engagement-by-impressions-768x421.png 768w, https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/Engagement-by-impressions-360x197.png 360w, https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/Engagement-by-impressions-150x82.png 150w, https:\/\/boulevardduweb.com\/wp-content\/uploads\/2021\/05\/Engagement-by-impressions.png 1460w\" alt=\"\" width=\"1024\" height=\"561\" \/><\/a><\/figure>\n<\/div>\n<p>This metric corresponds to the number of interactions per view of a publication.<\/p>\n<p>Previously, we found that articles were not the best vector of interactions, however, for small accounts when it comes to engagement per impression, they are the most effective, the same for the 10K\/50K and 50K\/100K brackets. For accounts with between 5K and 10K subscribers, it's video and for those over 100K it's images.<\/p>\n<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>The basic premise of search engine reputation management is to use the following three strategies to accomplish the goal of creating a completely positive first page of search engine results for a specific term<\/p>","protected":false},"author":1,"featured_media":1230,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"image","meta":{"content-type":""},"categories":[4,5],"tags":[6,7,8],"_links":{"self":[{"href":"https:\/\/www.creation-de-site.be\/en\/wp-json\/wp\/v2\/posts\/1263"}],"collection":[{"href":"https:\/\/www.creation-de-site.be\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.creation-de-site.be\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.creation-de-site.be\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.creation-de-site.be\/en\/wp-json\/wp\/v2\/comments?post=1263"}],"version-history":[{"count":0,"href":"https:\/\/www.creation-de-site.be\/en\/wp-json\/wp\/v2\/posts\/1263\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.creation-de-site.be\/en\/wp-json\/wp\/v2\/media\/1230"}],"wp:attachment":[{"href":"https:\/\/www.creation-de-site.be\/en\/wp-json\/wp\/v2\/media?parent=1263"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.creation-de-site.be\/en\/wp-json\/wp\/v2\/categories?post=1263"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.creation-de-site.be\/en\/wp-json\/wp\/v2\/tags?post=1263"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}