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What you really see in your linkedin home feed?

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Research results (Summer 2019) of what appears in LinkedIn Home feed. Type of posts, frequency of ads, The real value of Like and Comments and hashtags

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What you really see in your linkedin home feed?

  1. 1. What do you REALLY see in your LinkedIn Home Feed? Table of content • Why did I undertake this research? • The research and methodology • My framework • Your Framework • The helicopter view • Company Page Status Updates, a paid story • Getting Personal • What types of posts are you seeing? • What can content creators learn from this? Vanguard Leadership (c) - 2019
  2. 2. Why did I undertake this research? There are a lot of whitepapers and blog posts available about how the LinkedIn algorithm works. These articles always view the algorithm from the content creator’s point of view and they do have certainly their value. However, I have not seen any studies or papers from the LinkedIn member’s point of view. So I have decided during the summer months of 2019 to analyze my Home Feed on LinkedIn in the hope to draw some conclusions about what LinkedIn members actually get to see. In this there will also be lessons for the content creators. Vanguard Leadership (c) - 2019
  3. 3. The research and methodology (Frequency) I started my analysis by asking my network and beyond how many posts people usually read or scroll by when they visit LinkedIn. I also tried to get a sense of the frequency of visits and platforms. The audience varied from LinkedIn “addicts” and occasional users. What I learned was: People visited once to several times (up to 10) times their LinkedIn feed During each session people viewed or scrolled past about 20 posts which represents about 8 to 15 screens The mix of platforms is quickly moving from desktop to mobile but in this research it is about 50/50 People on the app had a higher frequency of visits but lower view/scroll by of posts. On average they see 10 posts pass by. “How many posts do you read or scroll over per LinkedIn session?” Vanguard Leadership (c) - 2019
  4. 4. The research and methodology (sources) In a second phase, I visited LinkedIn several times per day on my desktop and app. I started to keep track of how many messages I did see or scrolled over and where they came from. I averaged in the last 2 months 30 posts per session on the desktop and 23 on the app I divided the posts into several categories: 👉 Personal Status Updates 👉 Company Page Updates (organic and sponsored) 👉Group posts 👉Other posts Within each of the above categories (personal and company) I dug a little deeper and tried to analyze why these posts appeared in my feed (organic, indirect or paid) Finally, I tried to figure out for all indirect posts whether they showed up because of the Like or Comment engagement in the hope to define what a Like or Comment is really worth Vanguard Leadership (c) - 2019
  5. 5. My framework It is important to describe the playing field I was doing my research in. Here are some numbers: My network has over 9,000 connections and I follow about 10,500 people (including my connections) I follow about 100 company pages that are active on LinkedIn by posting content I am also a member of 100 groups where I frequently post and engage content. I am active in about 20% of the groups. I analyzed over 5,000 posts that came through my LinkedIn Home Feed over 2 months I spread my efforts evenly over both the desktop and app Vanguard Leadership (c) - 2019
  6. 6. Your framework Consider this as a disclaimer but what you see in your LinkedIn Home Feed will depend on a number of elements. The key elements that play into your Home Feed are: The size of your network The number of connections you have The number of people you Follow on top of your Connections The groups that you belong to Their activity level Number of Status Updates done by the above profiles Their interaction with their network in terms of Likes, Comments & Shares of Status Updates Your interaction with your first degree network. LinkedIn will see who you are close too (somewhat like Facebook’s proximity level). This is determined by your interactions on Status Updates. The more you interact with a profile, the more of their Status Updates and the the posts they Liked or Commented on will show up in your Home Feed. Because readers will be spending a limited time on LinkedIn, they will only get to see Status Updates from people, pages or groups that are close with the exception of Sponsored Content. “The size and activity level of your network and your engagement with your network defines what you see” Vanguard Leadership (c) - 2019
  7. 7. The Helicopter View The first thing that is clear is that Status Updates in LinkedIn Groups and Notifications about your network (new job, work anniversary, etc.) in your Home Feed are very limited. My results were 3% on the desktop and 1.5% on the app. Status Updates from Groups or Followed Hashtags were barely visible and represent less than 0.5% each! Conclusion: “Groups are really dead!” But that should not be a surprise to anyone. Most of the Status Updates in your Home Feed come from 2 categories: Personal and Company Page profiles. Both on the mobile app and on the desktop 76% were personal updates while 21% (19% on the app) came from Company pages. Time to dive in even deeper! “LinkedIn Groups are really dead! Post with hashtags you “Follow” are rarely found in the Home Feed Visibility goes to Personal and Company Status Updates” Vanguard Leadership (c) - 2019
  8. 8. Company Page Status Updates, a paid story! Looking at Status Updates from Pages, we can categorize them into 4 groups: 👉 Organic Posts 👉 Sponsored Posts 👉 Posts from Companies you FOLLOW but triggered by a Like, Comment or Share from a 1st degree connection 👉 Posts from Company Pages you DO NOT FOLLOW but triggered by a Like, Comment or Share from a 1st degree connection With around 20% of all posts in you Home Feed, there is still a long way for LinkedIn to embrace Company Pages. LinkedIn’s focus is clearly on Sponsored Content (just like Facebook). You can not escape the 14% of all posts being Sponsored Content. And marketeers are happy to spend the Euro’s/Dollars to get visibility at whatever cost. Desktop Sponsored Organic Page Followed Page not Followed App Sponsored Organic Page Followed Page not Followed “LinkedIn floods your Home Feed with PAID Company Page Status Updates” Vanguard Leadership (c) - 2019
  9. 9. Getting Personal As indicated in the beginning of this survey, most Status Updates (76%) come from LinkedIn members which comes to prove that LinkedIn is still a PERSONAL networking platform. All the Status Updates are organic because LinkedIn does not offer Sponsored Content for personal profiles. In the category Personal Status Updates, we can create 3 sub- categories: 👉 Organic: Status Update from 1st degree connections including shared posts 👉Engaged: Status Updates from 1st degree connections but triggered by a Like/Comment of another 1st degree connection (Let us call this a 2nd attempt for visibility or virality) 👉 Discovery: Status Updates from 2nd or 3rd degree connections triggered by a Like/Comment of a 1st degree connection (LinkedIn’s attempt to let you discover new people and content) Here it becomes clear LinkedIn demonstrates its commitment to promote posts that have engagement (Like/Comments). “76% of Status updates in your Home feed come from your Personal Network: organically or triggered by Likes or Comments” Vanguard Leadership (c) - 2019
  10. 10. Getting Personal – the power of engagement On the desktop Organic Status Updates represent 28% of all Status Updates while Engaged/Discovery posts skyrocket with 72% of all posts. On the app is more evenly distributed with about 50% Organic vs 50% from Engaged/Discovery Status Updates. Another thing that showed up is that the app will focus and show more Organic Status Updates than the Desktop which makes sense because on the app people view less posts per session and LinkedIn wants to keep your attention with content from your 1st degree network. Desktop 1st degree - organic 1st degree - Like/comment 2nd degree - Like/Comment App 1st degree - Organic 1st degree - Like/Comment 2nd degree - Like/Comment Vanguard Leadership (c) - 2019
  11. 11. How much is a Like/Comment worth? Diving even deeper into the analysis, we checked out what, Like or Comment, had more weight in terms of showing up into the Home feed. We will tell you nothing new in the sense that posts with Comments do much better than those with a Like. The numbers are clear: 49% for comments vs 38% for Likes. There was little difference between the app and the desktop results. Finally, posts that we Shared represented 13% of the Engaged or Discovery posts. Vanguard Leadership (c) - 2019
  12. 12. What type of posts are you seeing in your Home Feed? There is a lot material available for content creators on what of type of content to create. But is this really what people are seeing in their Home Feed? As a final part of the analysis, we looked at the composition of the posts to find out what the best performing posts were in or Home Feed… The findings do confirm any a study about what kind of posts you need to make to be successful. However, one thing that surprised us was the fact that Text plus Clickable Link to an article on or off LinkedIn showed prominently in the feed. 22% 22% 21% 18% 13% 13% 10% 2% 1% Post Types Text + Image: Text + Image: Text + Clickable image (Link to post) Text Only Text + Video Text + Shared Posts Notifications and alike Miscellaneous Vanguard Leadership (c) - 2019
  13. 13. What can content creators learn from this? For Content Creator of Company Pages: • Think Sponsored Content First • Think Engageable Content Second • Hope for Organic distribution For Personal Content Creators: • Create posts with Text and Visual (Photo + Video) • Do not neglect “Text Only” posts • Understand where your audience lives (Desktop/app) • Create posts that demand “meaningful” comments • Forget about posting in LinkedIn Groups Remember that you have limited viewing time with your readers, so timing and engagement are key! Vanguard Leadership (c) - 2019
  14. 14. Want to know more or discuss these results? Vanguard Leadership Att. Mic Adam Dianadreef 6 8200 Brugge Belgium Email: info@vanguard-leadership.be mic@vanguard-leadership.be Phone: +32 478 504135 Our services can be found at: www.vanguard-leadership.be Vanguard Leadership (c) - 2019

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