The Science Behind Effective LinkedIn Posts
We have a bad habit of ignoring LinkedIn in this newsletter. That’s kinda strange considering that we actually do love the platform. It can be killer for B2B companies. Or for personal branding. It’s just a useful platform. Period.
Scott Ayers, the Social Scientist at Agorapulse, agrees with us that LinkedIn is a great social platform. But, he wanted to know what types of posts perform best on the platform. So, he did what scientists do and conducted an experiment.
He set out to find out what post-type gives you the best organic reach and if hashtags make a difference.
Scott explained his experiment and the results on the Social Business Engine podcast, and we’ve got the full scoop right here:
- (03:57) Scott is the Content Scientist at Agorapulse. He runs social media experiments for a living. He takes it seriously by always following the scientific method. Luckily for us, he shares his results with the world.
- (06:57) To determine what a good experiment is, Scott keeps a running list of 300-400 test ideas. They try to only conduct experiments that have never been done before.
- (11:51) Scott wanted to test what type of post performed best on LinkedIn.
- (12:12) Scott’s hypothesis was that LinkedIn text posts would have the lowest organic reach.
- (12:30) They tested this with 3 LinkedIn accounts: Melonie Dodaro, Agorapulse, Scott’s personal account.
- (12:57) The result? Text-only posts on LinkedIn had an average view increase of 1,069% compared to other types of posts!
- (13:20) Why does this happen? Because people are having professional conversations on LinkedIn, and they want to engage with other professional talking about something in their industry. (Also, LinkedIn’s algorithm decreases the reach of link posts).
- (18:38) Scott’s next experiment was about hashtag-use on LinkedIn. He found that posts with hashtags get 30% more impressions.
There’s still 10 minutes left in this podcast. Tune in…
How to Build Relationships with Influencers
Influencers, influencers everywhere. Literally. There is an overwhelming supply of people with an Influencer title. It’s to the point where some are even #fakenews.
Influencers help strengthen digital marketing efforts. So when you have liars out there, that’s just plain annoying.
But have no fear, we recently partnered with Cassie Gonzalez from OnePitch to help you guys find the right kind of influencers and keep the relationship in tip-top shape!
Influencers You Should Work With
Like we said, there’s such a thing as fake influencers. These guys buy their followers. You wanna look for the peeps who have a genuine followership and real-world experience.
Adweek suggests going for the micro-influencer who has a small, loyal following. Glossier has done this particularly well. Their Instagram is full of micro-influencers with a small sprinkle of big-time celebs.
Build and Maintain Influencer Relationships
- Make sure the influencer you pick fits your brand when building your list. Consider who your audience is and make sure their interests match your influencer’s. To be sure an influencer isn’t full of bot bologna, Forbes says, “The rule of thumb is that accounts should have at least a 10% engagement per post.”
- Use social media to insert yourself in the conversations that matter most. Simply like or reply to posts to strengthen your relationships. Social media is a less intrusive way to regularly make touch points with influencers.
- The exchange has to be mutually beneficial. This includes your brand, the influencer, and the audience you plan to reach. To have a better shot at receiving a response from your target influencer, OnePitch’s COO says, “identify the WHY up front.”
- Your mama didn’t repeatedly force you to say thank you for no reason. It doesn’t have to be an elaborate bouquet of flowers and fruit, but handwritten notes go such a long way. And a note can keep the potential for future collaboration open if you do it right.
Alrighty, that’s it. Smash the button for much more detail and examples 👇
Meet the Field Family
A field mouse family of three who lives in a tree are set for a wonderful evening.
Hometree released this animated ad as a part of their newest campaign. The goal is to help people understand that buying a water heater doesn’t have to be stressful.
And this campaign is super interactive… You can meet the Field Family and follow their adventures on FB, Twitter, and Instagram. Plus, mama mouse, Mary, has a Pinterest called Mouspiration! Take notes. This is exactly how you go about creating a cross-platform marketing campaign.
Hometree is fully embracing this campaign. That’s why it works, and we respect the heck outta that.
“Content builds relationships. Relationships are built on trust. Trust drives revenue.”