At a recent PRNEWS event, Aneesh Lal, founder of The Wishly Group, an independent agency specializing in the B2B Creator economy, spoke about the LinkedIn algorithm and how content type choices can be impacted on almost a weekly basis.
The session, dubbed "Creator-led Content: How Leaders Can Benefit," was part of the PRNEWS Pro workshop "Thought Leadership Masterclass: Mediums Matter—Thought Leadership by Channel." Part III is happening on Aug. 26 and will include an entire day on thought leadership for LinkedIn.
Watch the full session with more information and a thorough Q&A at this link.
Full transcript:
[ANEESH LAL]
We're gonna spend a f- a few minutes on this slide. This is probably the most important takeaway for- in case your executives and your teams are asking "Well what works?" Like, yes I get it. You got all these amazing people on LinkedIn. Our audience is there. Our future hires are there. What do we do? There's a few ways for you to go execute this.
The second piece is the video feed. Vid- uh LinkedIn has launched the video feed uh kind of you would see on Instagram, TikTok and YouTube Shorts. Short-form video is now at an all-time high for LinkedIn. The engagement that people are seeing on video is unprecedented on the platform. Where a lot of people are missing though is they're just repurposing their YouTube, Instagram and TikTok uh Shorts onto LinkedIn, and that is a massive miss at the moment.
You need to find a creative bridge that links to topics that LinkedIn's algorithm talks about. A few ways to figure out what that algo topic is...I've listed a few topics there below. Things like remote work, uh mental health, financial freedom, um and then also a lot on those rigorous like how-to guides. Here's 3 ways to solve problem X. Here's 5 things that people miss when you do one two and three. You need to have that creative bridge to something in the workplace or something that advances professional development. As long as your executives or your creators are talking about this type of content on on LinkedIn you're in a good place.
The other piece is the social posts that you can make. Now video is one of the types of posts you can make. The other posts that do really well, and you need to rotate this content, is short-form video. We just talked about that. The other one is text-only long-form so you can go in mini paragraphs—Nicole great question...We are gonna address that in the Q&A, I promise you. But I have a- we study 100 campaigns, so I promise you, um we study 100 campaigns a month. We have an answer to that which you'll be able to take away.
So long-form text...single image post is doing really well right now. So actually even more than video right now. I'd say for the next 10 to 12 days, if you're gonna post single image posts, that is gonna do really well where you have some text and one image. I'm not talking multiple images. I'm not talking carousels. Single image. It could be the executive selfie for all I care. That plus some text is gonna go a long way right now.
Then you have what we call carousel posts. It's very important for you to upload these as a PDF. This is where people can swipe to get more information on something that you're solving for. It could be a company solution. It could be something you're hiring for. It could be anything like that, whatever the executive is looking to talk about. Carousel format does really well on LinkedIn as well.
Okay And there's a few other tactics that you can use to drive engagement, but overall video, single image plus text, image posts and carousels will go a very long way to getting that for you.
Produced by: PRNEWS