Do you want to know the best time to post and, most importantly, what to post to generate engagement? Metricool has just published a study on the professional social network LinkedIn.
For this study, between October 2023 and January 2024, Metricool analyzed posts over 122 days, with:
- more than 41,000 company pages
- 1.5 million posts of all kinds (carousels, posts with images or image galleries, posts with videos, and text-only posts that may contain polls or links).
Like for Strength
To determine these figures, Metricool grouped the data by follower count of the authors:
- Tiny (24,928 pages): 0 to 500 followers,
- Small (10,196 pages): 500 to 2,000 followers,
- Medium (5,880 pages): 2,000 to 10,000 followers,
- Big (1,777 pages): 10,000 to 50,000 followers,
- Huge (490 pages): 50,000 to 55 million followers.
The Queen is Not Who You Think
Surprisingly, while it's widely said that video is becoming the king of social media communication.
Indeed, on LinkedIn, it's the carousel that currently wins, according to this study published on February 20, 2024.
We can deduce that on this primarily professional network, subscribers are looking for value while maximizing their time.
A carousel is indeed quicker to browse and doesn't impose its pace as a video does.
Engagement at the Right Time
The carousel generates, on average, the most engagement (32%), clicks (427), shares (1.79), likes (14.5), and comments (0.49).
Video remains interesting as it generates comments, provided it's not too long.
Specialized in social media analysis and management, Metricool also offers its estimation of the best times to post on LinkedIn.
