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Campaign Outcome

Through expert campaign management and strategic execution, Strike Social optimized ad costs across diverse global markets.
This approach highlights our proficiency in managing LinkedIn campaigns and demonstrates our ability to identify and target the right audiences for maximum ad spend efficiency.

Multi-Market LinkedIn Advertising at Scale

• Hands-on Daily Management: Proactive oversight and data-driven adjustments in bidding, audience segmentation, and creative rotation.

• Custom Reporting Dashboard: Centralized reporting allowed for real-time performance tracking and rapid decision-making.

• Data-Driven Audience Segmentation: Resources were allocated efficiently, ensuring maximum impact for high-performing campaigns.

Learn more about Strike Social

See other LinkedIn case studies.

Download the LinkedIn Ad Efficiency Case Study

Boost your LinkedIn ad performance with expert strategies from a leading paid social agency. Fill out the form to get a personalized strategy guide and insights tailored to your campaign needs.

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The post LinkedIn Case Study: 49% Higher Efficiency for a Global B2B Brand appeared first on Strike Social.

The Complete LinkedIn Ads Glossary: Essential Terms and Concepts

Despite its higher advertising costs, LinkedIn managed to accrue nearly $4 billion in ad revenue in 2023, and experts predict a growth rate of 14.1% by 2024. While it may not boast the same colossal figures as industry giants Google and Meta, LinkedIn’s appeal lies in its unique targeting capabilities. Businesses can leverage LinkedIn’s sophisticated targeting options to tailor their B2B sales efforts based on factors such as company, seniority, job title, or a combination thereof.

As Leesha Anderson, Vice President of Digital Marketing and Social Media at Outcast ad agency, succinctly puts it, “This is LinkedIn season.” With increasing interest from brands, there’s no better time than now to ensure you’re fully informed about advertising on this platform. Explore our LinkedIn ads glossary to master the ins and outs of advertising on LinkedIn.

Easily navigate through the sections above to find the specific LinkedIn glossary ad term you’re seeking. Alternatively, you can browse through the LinkedIn advertising terms listed alphabetically below.

A/B Testing: A method used to compare two different versions of a marketing asset, such as an advertisement or webpage, to determine which performs better in achieving desired outcomes.

Ad copy: The written text within an advertisement intended to persuade viewers to take action.

Ad format: This represents how you would like your ads to appear on LinkedIn. Options include:

Ad headline: A concise text, usually 45-70 characters in length (depending on the LinkedIn ad specifications), designed to capture the audience’s attention before they view the entire advertisement.

Ad placement: The specific location on LinkedIn where an advertisement appears, such as in the newsfeed, on a company page, or within a LinkedIn article.

Ad rank: The position of an advertisement in the auction, determining its placement on LinkedIn. Higher ad ranks correspond to better positions on the search results page.

Ad targeting: Refining chosen audience for advertisements based on demographics, job titles, industries, interests, and other criteria.

Audience Expansion: A feature used to broaden the reach of a campaign by displaying ads to audiences with attributes similar to the target audience. This function applies to Matched Audiences and LinkedIn attribute targeting, allowing advertisers to target individuals based on factors such as skills or interests.

Awareness campaign: A campaign objective focused on increasing brand awareness and reaching a broader audience with promotional content.

Bid: The maximum price an advertiser is willing to pay for a desired action, such as a click or conversion.

Boosting: A process of increasing the visibility of a post on social media by paying to reach a wider audience beyond the post’s organic reach. Unlike traditional ads, boosted posts are selected directly from the brand’s social media account.

Brand awareness: A campaign objective aimed at increasing awareness of a brand, its products, or services among a target audience.

Business to Business (B2B): Involves businesses marketing their products or services to other businesses rather than individual consumers. This strategy typically involves targeting decision-makers within target companies to convey tailored messages that address their specific needs and interests.

Business to Consumer (B2C): Refers to businesses marketing directly to individual consumers, offering products and services tailored to meet their needs and preferences.

Campaign: A series of ad groups organized to achieve a specific marketing goal, such as increasing sales or generating leads for instance.

Campaign group: A subset of a LinkedIn advertising campaign containing a specific set of ads and targeting criteria.

Campaign Manager: A tool provided by LinkedIn to create and manage advertising campaigns, allowing advertisers to set objectives, target audiences, and monitor campaign performance within the platform.

Click-through rate (CTR): A metric that measures the percentage of users who click on an ad after viewing it, calculated by dividing the number of clicks by the number of impressions.

Click to Open Rate: The ratio of users who click within a Message or Conversation Ad to the number of times the ad is opened.

Connection: A LinkedIn user who has accepted a connection invitation, allowing for interaction and the sharing of updates between users.

Connection Limit: The maximum number of connections allowed for a LinkedIn user, capped at 30,000. Once this limit is reached, Follow becomes the default action for others viewing your profile.

Connection List: The roster of users with whom a LinkedIn user is connected, showcasing their professional network.

Connection Request: An invitation sent to another LinkedIn user to establish a connection and expand one’s professional network.

Consideration campaign: A campaign objective focused on encouraging interaction and engagement with a brand’s content or offerings.

Conversion: The desired action taken by a user in response to an advertisement or landing page, such as visiting a website, signing up for an email list, or making a purchase.

Conversion campaign: A campaign objective aimed at driving specific actions or conversions.

Cost cap bidding: A bidding strategy in which advertisers set a maximum cost per result, allowing LinkedIn’s Campaign Manager to adjust bids accordingly to meet the specified cost cap while maximizing campaign results.

Cost Per Click (CPC): The average cost incurred by advertisers for each click on their advertisements, calculated by dividing the total ad spend by the number of clicks received.

Cost Per View (CPV): The expense incurred by an advertiser for each instance in which their ad is viewed by a user. This metric is determined by dividing the total campaign spend by the number of views it garners.

Dynamic Ads: Personalized advertisements tailored to each LinkedIn member based on their profile data, including profile photo, company name, or job title.

Engagement: A campaign objective focused on increasing interactions with a brand’s content, such as likes, comments, shares, or clicks.

Engagement clicks: Interactions within an advertisement, including clicks on buttons, links, or interactive elements.

Followers: Users who subscribe to updates from another user without necessarily forming a mutual connection. 

Geotargeting: The practice of customizing LinkedIn advertisements or content towards a specific geographic location.

Hashtag: A keyword or phrase preceded by the ‘#’ symbol, used to categorize and discover content related to specific topics or themes on LinkedIn.

Impressions: The total count of instances in which your content is displayed to LinkedIn users, regardless of whether it results in any interaction.

Invite to Connect: The action of sending a request to another LinkedIn user to establish a connection.

InMail: LinkedIn’s private messaging feature that allows users to communicate with other users outside their immediate network.

Job applicants: A campaign objective aimed at attracting qualified candidates and driving applications for job openings within a company.

Key Performance Indicator (KPI): A measurable value used to evaluate the performance of a specific business objective over time, with metrics such as CTR, CPC, and others commonly used as KPIs in advertising campaigns.

Landing Page: The webpage linked to an advertisement where users are directed upon clicking, often optimized for capturing leads or encouraging conversions.

Lead generation: A campaign objective focused on capturing contact information and generating leads using LinkedIn’s Lead Gen Form pre-filled with profile data.

LinkedIn Live: A feature that enables real-time video broadcasting on LinkedIn, allowing for live events, presentations, and discussions to engage with the audience in real-time.

LinkedIn Podcasts: A platform within LinkedIn for hosting and sharing podcast episodes directly on a user’s profile.

LinkedIn Polls: A feature allowing users to create and participate in polls on various topics.

Lookalike Audience: Allows advertisers to expand their audience by targeting users with similar characteristics to existing customers or contacts. (Note: This feature is no longer available as of 29 February 2024.)

Matched Audiences: An audience-building feature allowing advertisers to target LinkedIn members who have engaged with specific content or events, visited a website, or interacted with ads.

Maximum delivery bidding: An automated bid option where LinkedIn’s system sets bids to maximize the delivery of the campaign within the specified budget, aiming to achieve the most key results possible.

Messaging: A campaign objective focused on engaging with the audience through direct messaging or communication channels.

Network: The collective connections made by a user on LinkedIn.

Objective-Based Pricing: A pricing model where the campaign objective selected by the advertiser determines available ad formats, bidding strategies, and optimization goals for the campaign.

Predictive Audiences: An audience-building feature helping to expand campaign reach by creating an audience of individuals with similar characteristics to existing data sources likely to convert. This function applies to various data sources such as contact lists, conversion data, or Lead Gen Form data.

Premium: Subscription plans offered by LinkedIn that provide access to additional features and insights beyond the standard free version. 

Premium Insights: Additional data and analytics accessible to LinkedIn premium subscribers. 

Reach: The unique number of LinkedIn members exposed to an advertisement.

Retargeting: A marketing technique that involves advertising to users who have previously interacted with a brand or visited a website, aimed at encouraging them to return and complete a desired action.

Saved Audiences: Predefined audience segments saved within an advertising platform for future targeting.

Sales Navigator: LinkedIn’s premium tool designed for sales professionals, offering advanced features for lead generation, prospecting, and relationship-building. 

Showcase Page: A dedicated subpage within a company’s profile on LinkedIn, highlighting specific brands, products, or initiatives to showcase their unique value propositions. 

Sponsored post: A paid promotional post on social media, blogs, videos, or traditional media designed to reach a brand’s target audience.

Target cost bidding: A bidding strategy that allows advertisers to set a maximum cost for achieving specific outcomes, with LinkedIn optimizing campaign delivery to maximize conversions while adhering to the budget limit. (Note: This option is no longer available on LinkedIn).

Video views: A campaign objective aimed at increasing the number of views and engagement with video content shared on LinkedIn.

Website conversions: A campaign objective focused on driving specific actions or conversions on a website, such as form submissions or purchases.

Website visits: A campaign objective aimed at driving traffic to a website or marketing landing pages to increase user engagement and interactions.

Equip Yourself With the Right Tools Starting With This LinkedIn Ads Guide for Beginners

Keep this comprehensive glossary close at hand for when you’re ready to advertise on LinkedIn. Whether you’re just starting out or need a refresher, bookmark this post to revisit anytime.

We’re committed to keeping you informed in every aspect of paid digital advertising. Get your hands on the LinkedIn ad glossary one-pager to have essential information at your fingertips. Stay tuned for updates on LinkedIn advertising and valuable insights by subscribing to our newsletter. 

Expand your expertise. Browse Strike Social’s latest blogs here:

• 
  Marketing to Gen Z: Social Media Strategies for Performance-Driven Brands
• 
  TikTok News and Updates Q1 2025: What Advertisers Need to Know
• 
  YouTube Shorts Views Are Changing: How You Can Adapt Your Paid Ads Strategy

The post Advertising Know-Hows: LinkedIn Ads Glossary appeared first on Strike Social.

This post was updated in April 2025 to provide you with the latest information.

Marketer’s Guide to LinkedIn Ad Specs (2025)

LinkedIn continuously innovates to catch up with major social media advertising platforms, making it essential to stay updated on the latest LinkedIn ad specs to ensure your ads meet current standards. LinkedIn ads offer a unique channel for brands to connect with business professionals. Because of this, the most effective LinkedIn advertising is that which builds and promotes your brand’s image.

Choose Your LinkedIn Ad Campaign Objective

Before you start analyzing the specific LinkedIn ad specs, make sure that your desired ad type is available for your chosen campaign objective. For example, one of the newest ad formats on LinkedIn, Connected TV (CTV), is only available for awareness campaigns.

Refer to the list below to see if your selected ad format is available for your desired LinkedIn campaign objective.

LinkedIn ad formats available for Awareness campaigns

Brand Awareness objective

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Further Reading

The Advantages of Incorporating CTV into Your Social Media Ad Plan

With the rise of video advertising, you might consider whether Connected TV (CTV) is a valuable addition to your brand or client’s strategy. Before deciding, it’s crucial to evaluate the advantages of including CTV ads in your overall advertising plan.

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LinkedIn advertising types for Consideration objective

Website Visits objective

Engagement Objective

LinkedIn ad types for Conversion campaigns

Lead Generation Objective

Website Conversion Objective

Job Applicant Objective

LinkedIn Ad Specs (2025 Update)

To convey your message properly, it is important to understand how advertising on LinkedIn works in detail. A key aspect of this is understanding LinkedIn ad sizes and how they appear in the user’s view.

Below, we’ve outlined the different LinkedIn ad specs for each advertising format to help you prepare before launching your campaign.

1. Single Image Ads

Single Image Ads offer a prime opportunity to connect with your target audience in a visually appealing manner. Use compelling visuals to capture your audience’s attention and convey your brand’s story effectively. ​

Text specifications:

• Ad name (optional): 255 characters
• Headline: 70 characters
• Introductory text:  150 characters
• Description (LAN only): 70 characters. Only required if using LinkedIn Audience Network (LAN).

LinkedIn single image ad specs:

• File Type: jpg, png, or gif
• File Size: up to 5 MB
• Image Ratio:
  • Horizontal/Landscape
    • 1.91:1 (desktop and mobile) 
    • Minimum: 640 x 360 pixels
    • Maximum: 7680 x 4320 pixels
    • Recommended: 1.91:1 – 1200 x 628 pixels
  • Square – recommended aspect ratio for delivery across both desktop and mobile
    • 1:1 (desktop and mobile)
    • Minimum: 360 x 360 pixels
    • Maximum: 4320 x 4320 pixels
    • Recommended: 1:1 – 1200 x 1200 pixels
  • Vertical – recommended for best CTR performance on mobile devices
    • 1:1.91 (mobile only)
    • Minimum: 360 x 640 pixels
    • Maximum: 2430 x 4320 pixels
    • Recommended:
      • 1:1.91 – 628 x 1200 pixels
      • 2:3 – 600 x 900 pixels
      • 4:5 – 720 x 900 pixels

CTA options:

• Apply
• Download
• View Quote
• Learn More
• Sign Up
• Subscribe
• Register
• Join
• Attend
• Request Demo

URL specifications:

• Landing page URL: Required
• URL prefix: http:// or https://
• URL characters: 2000 characters for destination field URL

2. Carousel Image Ads

Through a series of two or more swipeable image cards seamlessly integrated into the LinkedIn feed, you can deliver a narrative that leaves a lasting impression. Carousel Image Ads offer a unique opportunity to engage professionals and drive them to take action.

Note: Carousel Image Ads currently support only static images and do not include video content at this time.

Text specifications:

• Ad name (optional): 255 characters
• Card headline: 45 characters
• Introductory text: 255 characters

LinkedIn carousel ad specs:

• File Type: JPG or PNG
• Ratio: 1:1
• Recommended Resolution: at least 1080 x 1080 pixels
• Number of carousel cards: 2-10
• Maximum File Size: 10 MB

URL specifications:

• Landing page URL: Required
• URL prefix: http:// or https://
• URL characters: 2000 characters for destination field URL

3. Video Ads

Whether they showcase your product’s features, share success stories, or convey your brand’s values, Video Ads can grab attention directly from the LinkedIn feed.

Text specifications:

• Ad name (optional): 255 characters
• Headline: 70 characters. Maximum of 200 characters
• Introductory text: 150 characters. Maximum of 600 characters

LinkedIn video ad specs:

• Video File Type: MP4
• Video Sound Format: AAC or MPEG4
• Video File Size: 75 KB (min) – 200 MB (max)
• Video Duration: 3 seconds – 30 minutes
• Video Captions: Optional
• Video Sound Rate: Less than 64 KHz
• Recommended frame rate: 30 frames per second
• Custom Thumbnail: Optional but recommended
• Width: minimum 360 pixels; maximum 1920 pixels
• Height: minimum 360 pixels; maximum 1920 pixels
• Aspect ratio: minimum 9:16 (0.563); maximum 16:9 (1.778)
• Vertical (4:5, 0.8):
  • Min 360 x 450 pixels
  • Max 1536 x 1920 pixels
• Vertical (9:16, 0.57):
  • Min 360 x 640 pixels
  • Max 1080 x 1920 pixels
• Landscape (16:9, 1.78):
  • Min 640 x 360 pixels
  • Max 1920 x 1080 pixels
• Square (1:1, 1.0):
  • Min 360 x 360 pixels
  • Max 1920 x 1920 pixels
• Aspect ratio tolerance: 5%
• Video Thumbnail File Format: JPG or PNG
• Video Thumbnail Max File Size: 2 MB Video
• Thumbnail Aspect Ratio & Resolution: Match video

CTA options:

• Apply
• Download
• View Quote
• Learn More
• Sign Up
• Subscribe
• Register
• Join
• Attend
• Request Demo

URL specifications:

• Landing page URL: Required
• URL prefix: http:// or https://
• URL characters: 2000 characters for destination field URL

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Further Reading

Safe Zone Guides for Short-form Video Ads

Each social media platform has unique guidelines for ad safe zones to ensure your ads perform at their best. This guide serves as a reference to help you design impactful short-form video ads that are compatible across various ad platforms.

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4. Text Ads

Text Ads offer you the perfect solution to drive new customers to your business while maintaining a budget that suits your needs. With the ability to add a compelling headline, a brief description, and even an optional image, Text Ads provides you with a versatile LinkedIn advertising tool.

Text and character limits:

• Headline: 25 characters
• Description: 75 characters

Design specifications:

• Logo File Type : JPG or PNG
• Logo File Size: 2MB
• Logo image dimensions: 100×100 pixels

CTA options:

• Apply
• Download
• View Quote
• Learn More
• Sign Up
• Subscribe
• Register
• Join
• Attend
• Request Demo

URL specifications:

• Landing page URL: Required
• URL prefix: http:// or https://
• URL characters: 2000 characters for destination field URL

5. Spotlight Ads

By its name, this LinkedIn ad format is designed to spotlight your offerings and ensure that your target audience discovers what you have to offer. In addition to aligning with the LinkedIn ad specs, include a snappy call-to-action (CTA) that directs viewers to your desired destination, such as your website or a dedicated landing page.

Text specifications:

• Headline: 50 characters
• Description: 70 characters
• Company Name: 25 characters
• Call-to-Action: 18 characters

Design specs for LinkedIn spotlight ads:

• Company Logo Size: 100 x 100 pixels
• Company Logo File Type: JPG or PNG
• Company Logo File Size: 2 MB
• Background Image File Type (optional): JPG or PNG
• Background Image Dimensions (optional): 300 x 250 pixels
• Background Image File Size (optional): 2 MB

CTA options:

• Apply
• Download
• View Quote
• Learn More
• Sign Up
• Subscribe
• Register
• Join
• Attend
• Request Demo

URL specifications:

• Landing page URL: Required
• URL prefix: http:// or https://
• URL characters: 2000 characters for destination field URL

6. Follower Ads

Follower ads are designed to enhance your online presence and extend your reach within the LinkedIn community. With Follower Ads, you can effortlessly promote your LinkedIn page and acquire a growing base of followers.

Text specifications:

• Headline: 50 characters
• Description: 70 characters
• Company Name: 25 characters

LinkedIn ad specs for Follower ads:

• Company Logo Size: 100x100px
• Company Logo File Type: JPG or PNG
• Company Logo File Size: 2MB

CTA options:

• Visit careers
• Visit company
• Visit jobs 
• Visit life
• Note: The CTA options mentioned above are visible to LinkedIn users who already follow your page. For non-followers, the default CTA button will be “Follow.”

7. Document Ads

Document Ads promote content directly in members’ feeds, allowing them to access and download materials such as slides, documents, or guides, without leaving the LinkedIn platform.

Text specifications:

• Ad name (optional): 255 characters
• Headline: 70 characters
• Introductory text: 150 characters

Document specs for LinkedIn ad campaign:

• File type: PDF, DOC, DOCX, PPT, PPTX
• File size: 100 MB
• Aspect Ratio: Vertical, Horizontal, Square
• Number of pages: under 10 pages (300 pages maximum or 1 MM words)
• Use any of the standard PDF layouts:
  • Letter: 8.5 by 11 inches
  • Tabloid: 11 by 17 inches
  • Legal: 8.5 by 14 inches
  • Statement: 5.5 by 8.5 inches
  • Executive: 7.25 by 10.5 inches
  • Folio: 8.5 by 13 inches
  • A3: 11.69 by 16.54 inches
  • A4: 8.27 by 11.69 inches
  • B4: 9.84 by 13.90 inches
  • B5: 6.93 by 9.84 inches
• If your PDF document contains multiple layers, it’s essential to flatten or merge them.
• In case your PDF consists of pages with various sizes, it’s advisable to resize them to a uniform page size. You can achieve this using a PDF converter or an app designed for creating PDFs on an iPhone.
• To guarantee that your document complies with LinkedIn’s Copyright Policy, take the time to review their guidelines thoroughly. 
• Make sure that your document includes secure hyperlinks.

URL specifications:

• LinkedIn ad specs for document URL: No URL requirements

8. Conversation Ads

Using Conversation Ads in your LinkedIn campaigns places your brand right where professionals engage in conversations. They appear in the messaging inbox, making it easy for prospects to discover your profile and interact with you.

Text specifications:

• Ad Name (optional): 255 characters maximum
• Message Text: 8,000 characters maximum
• Custom Footer: 20,000 characters maximum
• Call-to-Action: 25 characters maximum

LinkedIn specs for Conversation ads:

• Banner File Type (optional): JPG or PNG
• Banner Image Size (optional): 300 x 250 pixels maximum
• Banner Image File Size (optional): 2MB maximum
• Sender Image: LinkedIn profile image of the sender
• Banner viewability: Only available on desktop

URL specifications:

• Landing page URL: Required
• URL prefix: http:// or https://
• URL characters: 2,000 characters maximum for destination field URL

9. Event Ads

LinkedIn Event Ads are your key to increasing attendance for your professional events. To get started with event advertising, you’ll first need to create a LinkedIn event.

If your event is hosted on another platform, like Demio or Zoom, you can integrate it by linking it to your LinkedIn event URL.

Text specifications:

• Event name (optional): 255 characters
• Introductory text:  600 characters

LinkedIn advertising specs for Event ad design:

• Image Ratio: 4:1 (image will be pulled from the Event page)

URL specifications:

• Event URL: Required, LinkedIn Event page URLs only
• URL prefix: http:// or https://
• URL characters: 2000 characters for destination field URL

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Further Reading

Promoting Events with TikTok Countdown Stickers

TikTok offers a variety of interactive features for bidding and Reach & Frequency campaigns, allowing advertisers to build urgency and craft engaging stories for their audience. The TikTok Countdown Sticker is an effective tool for grabbing attention, encouraging viewer commitment, and driving higher engagement.

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10. Connected TV (CTV) Ads

While CTV advertising has long been a staple on platforms like YouTube and Google, LinkedIn introduced it in April 2024. This move is part of LinkedIn’s strategy to reach audiences beyond office hours and outside the LinkedIn app, allowing you to promote your LinkedIn company page and build brand awareness.

Check out the LinkedIn ad specs for CTV ads here:

Specs for LinkedIn ads on Connected TV (CTV):

• Recommended dimensions: 1920 x 1080 pixels
• Aspect ratio: 16:9
• Format: MP4
• Max file size: 500MB
• Video duration:
  • Min/Max: 6 seconds – 60 seconds
  • Recommended: 6, 15, 30, 45, or 60 seconds
• Audio duration: Must match video

Technical specifications:

• Bit Rate:
  • General: 12 Mbps or higher
  • Recommended: 15 – 40 Mbps
• Audio:
  • 2- channel, -23 integrated LUFS 
  • PCM (16 or 24 bit only, preferred) or AAC codec
  • 192 Kbps minimum
  • 48 kHz sample rate
• Frame rate:
  • Frame rate (must be constant)
  • General: 23.98, 24, 25, or 29.97, 30 fps based on native rate 
  • Recommended: 29.97 fps based on native rate
• Codec ID: H.264
• Chroma Subsampling:
  • General: 4:2:0
  • Recommended: 4:2:2

Explore LinkedIn advertising

Whatever your preferred LinkedIn ad type is, make sure to follow the correct ad dimensions for more effective results.

Visit our blog to learn more about the ad specs for other social media platforms.

The post The complete list of LinkedIn ad specs (2025 Update) appeared first on Strike Social.

In a recent post from the professional networking site, it announced a new algorithm designed to help generate more engagement for users.

While millions of posts, videos and articles flow through the feed daily to its 500 million users, LinkedIn engineers noticed an unfair distribution in engagement, with an emphasis put on top creators.

That ultimately led to a new algorithm model that’s correcting how the platform ranks and distributes users’ content.

LinkedIn’s old algorithm was a lose-lose situation

There are two distinct roles in LinkedIn’s feed: creators (those who share posts) and feed viewers (those who read the posts and respond to them).

Prior to its recent algorithm update, LinkedIn was seeing 50 percent year-over-year engagement.

Unfortunately, that increase wasn’t equally distributed among creators, with only the top one percent of creators taking the highest share of engagement. And the number of LinkedIn creators getting zero feedback on posts was increasing.

That resulted in crowding the feed with “hyper-viral” posts, and therefore viewers were missing out on posts that mattered closely to them.

So, in other words, LinkedIn attempting to push more content considered relevant to a general, broad audience eventually resulted in not-so-relevant content.

LinkedIn’s new algorithm addresses that problem, showing viewers more meaningful posts.

About eight percent of content feedback is now redistributed from top creators down to the bottom 98 percent of users. As a result, the platform is seeing a wide range of content more equally distributed among users and more users are posting because of it.

LinkedIn isn’t the only platform with an engagement problem

This isn’t exclusive to LinkedIn.

The phenomenon is called the “Matthew effect,” and it can be described as “the rich get richer and the poor get poorer.”

Think to your other digital marketing channels and your organic engagement metrics. Users across Facebook, Instagram and Twitter suffer from the same adverse effects of algorithms that prioritize content from top users or posts expected to go viral.

In general, established figures or well-known companies tend to see higher engagement levels in general across networks than those that are smaller and less-established.

That’s exactly what LinkedIn’s new algorithm is designed to correct.

What does the new LinkedIn feed mean for marketers?

More people are posting and engaging with each other more than ever on the networking site, so this must be good news, right?

Yes, but it’s highly unlikely you’ll start to see leaps and bounds in engagement from the algorithm shift. Instead, you’ll likely see some distribution in response levels to your posts but nothing extreme.

We believe that when algorithm changes come along like these, it’s important to explore these updates and test the marketing potential before completely diving in expecting to see a complete turnaround in results.

You should keep the following in mind:

• If you’re not using LinkedIn in your digital marketing mix at all, give it a test and monitor your engagement metrics closely.
• If you’d given up on the network due to poor engagement in the past, it’s worth testing current engagement rates to previous metrics.
• Monitor your post metrics and see if there’s any distribution in engagement if you’ve been using LinkedIn consistently during the algorithm change

Right now, the question is whether or not this will make LinkedIn more appealing to marketers and advertisers. If so, the platform could become even more competitive in the long-run.

How to make LinkedIn’s new algorithm work for you

According to LinkedIn, its new algorithm is already working for users as they continue to see more meaningful posts and more engagement across the board.

Still, you might be wondering if there is anything you should be doing to play into LinkedIn’s algorithm update. While there isn’t anything you immediately have to do other than simply monitor engagement metrics, there are some tasks at hand that can help you stand out and get stronger responses to your content.

1. Ask your community a question

LinkedIn is a place where professional conversations take place and connections happen.

Try opening your posts up by asking a question, or tell a story and end with a question to get your community talking.

The key here is to engage members of your audience through comments and shares, and one of the most powerful ways to do this is by starting a conversation.

2. Keep your company updates short and sweet

Contrary to popular belief, your audience doesn’t always want to read big updates. If you have a business update, keep your post text under 100 characters for optimal engagement.

Chances are, you’re audience will be more willing to respond or react to your post rather than simply scroll past a block of text.

In this case, less is more.

3. Posts with an image receive higher engagement

We live in a visual world, and LinkedIn is no exception.

LinkedIn posts with images receive 200 percent more engagement than posts that simply display text.

Imagery should be relevant and tell a story.

That’s why graphs and charts tend to see the most engagement on LinkedIn because not only do they provide the feed viewer with a bit more insight, they’re powerful and educational.

When in doubt, add an image.

4. Test your LinkedIn performance on weekends

Fourty percent of users use LinkedIn daily. The keyword here is daily. That means weekends, too.

Don’t limit your LinkedIn posts to weekdays simply because that’s when you’re audience may be most active in their lives. In fact, it makes the most sense to test times when your audience isn’t at work and is browsing LinkedIn for educational purposes.

This includes Friday, Saturday and Sunday along with evenings or early mornings.

Test when your audience is most active and monitor your engagement metrics. Then, focus on those days where you see the highest response.

5. Mix up your content

As with all social networks, you should treat LinkedIn as its own unique channel with a singular purpose. Posting the same content over and over results in engagement dropping off.

Think about what people are on LinkedIn for:

• Education
• Professional development
• Job opportunities
• Connections
• Industry insights

The list goes on. Don’t solely post about company updates or blog content to funnel your audience into your site.

After all, there are around 40 million student and graduate profiles on LinkedIn, which means your content can span from job openings to industry insights.

Linking your efforts to engagement

LinkedIn’s updated feed is just another change in the algorithm universe. Our advice is to be aware of these changes as they come along and continue to test your Linkedin marketing efforts and determine what works best for your brand.

Drop us a message if you have any other questions about LinkedIn’s algorithm update.

The post Here’s why you’re suddenly seeing more engagement on LinkedIn appeared first on Strike Social.