In this episode, host Louise Brogan sits down with Adina Jipa, Founder and CMO of SocialInsider, to discuss the insights from the 2024 LinkedIn Benchmarks report. Discover the latest trends, strategies, and analytics that are shaping LinkedIn as a go-to marketing tool for B2B brands.

**Key Highlights:**

- LinkedIn's Engagement Surge:   - LinkedIn has seen a 44% year-over-year increase in engagement rates, becoming a crucial platform for business marketing.   - The platform fills the gap left by changes on Twitter/X, attracting more content creators and businesses.

- **Rise of the Creator Economy:**   - LinkedIn allows individuals to become creators, achieving high engagement with their audiences.   - Businesses are investing more in LinkedIn due to the growing user base and engagement opportunities.

- **Effective Content Types:**   - Multi-Image Posts: These posts have the highest engagement rate on LinkedIn, outperforming carousel posts.   - Videos: The most shared content type, essential for a diverse and engaging content strategy. Videos should be under ten minutes and can be broken into shorter clips for better engagement.   - Polls: Generate the highest impression rates, useful for research, audience insights, and content generation.

- LinkedIn Groups vs. Newsletters:   - LinkedIn groups are less effective for engagement and impressions.   - The newsletter feature is recommended for better brand visibility and audience engagement.

- Posting Frequency and Strategy:   - Brands have increased their LinkedIn posting frequency by 10% in 2024.   - Aim to post at least once per working day, using a mix of text, multi-image posts, and videos.   - Limit posts with external URLs to keep the audience engaged on LinkedIn.

- Leveraging Employee Networks:   - Employee advocacy can significantly boost post interactions. Educate and encourage your team to create and share content on LinkedIn.   - Consider starting with the sales team and expanding to other departments.

- Caption Length Insights:   - Shorter captions work best with multi-image posts.   - Experiment with caption lengths for other post types to see what resonates with your audience.

**Top 2024 LinkedIn Benchmarks:** 1. 44% increase in LinkedIn engagement rate Year-over-Year. 2. Multi-image posts generate the highest likes and comments. 3. Videos are the most shared content type. 4. 10% increase in brand posting frequency. 5. Polls have the highest impression rate. 6. Multi-image posts with short captions achieve the highest engagement.

Watch the Full Interview For more detailed insights, watch the live interview between Louise Brogan and Adina Jipa https://youtube.com/live/t6jop2cHens

Resources Mentioned: - [The Magic of Employee Influence] by Ivana Brutenič and Kristína Cichý Kováčiková - A guide to activating employee ambassadors on LinkedIn.

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