LinkedIn Provides New Data on the Topics Resonating Most Among LinkedIn Users
LinkedIn has started a new initiative to help their members make best use of their publishing platform and create content that resonates. Called the "LinkedIn Content Insights Quarterly", the new report provides an overview of the posts that LinkedIn users are engaging with most - and with more than 100,000 articles being uploaded to LinkedIn every week, there's a fair data pool to work with.
So what's working on LinkedIn? Unsurprisingly, recruitment-focused content ranks high among LinkedIn members.
"Among the top five topics, three involved hiring or employee retention: No. 1 recruiting; No. 2 employee engagement; and No. 5 recruiters."
Given that LinkedIn has long been viewed as primarily a recruitment and career based platform, the prevalence of topics around this subject makes sense, as does the inclusion of social media marketing - being a social media platform, LinkedIn is inevitably going to attract more active use by those in that sector.
LinkedIn also notes that:
"Europe and its standing at the No. 6 topic indicates that businesses are grappling with the potential impacts of President Trump, Brexit, and French election (which was on the horizon in the first quarter) on European politics."
Based on this, if you're looking to utilize LinkedIn to boost your profile or increase engagement, it may be worth putting more focus on these elements within your own content structure, where possible.
In terms of the topics seeing significant growth, LinkedIn has provided this listing.
Lots of immigration related issues, again, likely influenced by Brexit/Trump, while LinkedIn says that the growth in the "accounts receivable" topic, "may be sending a warning sign that companies are having increasing trouble with collections". Also, "yoga" could be a sign of increasing stress.
LinkedIn's report also includes a breakdown of the most popular topics among CXOs - LinkedIn says they're going to highlight a specific audience like this with every report. You can read the full CXO data here.
Another key area of interest LinkedIn highlights is ad viewability, which underlines the ongoing digital advertising/ROI debate.
There are some interesting insights - as noted, the full report includes a range of further breakdowns and data points to consider, and it's worth a look.
If you're looking to make better use of LinkedIn's publishing platform, it's worth taking note of the details and considering how you might be able to tap into these trends to help boost your performance - where relevant, of course, you don't want to be writing on a topic not relevant to your brand just to link up with a trend.
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