Social Media Marketing - The Keywords in LinkedIn Posts That Drive Engagement - MarketingProfs

by Ayaz Nanji
Which phrases and emojis are correlated with more engagement on LinkedIn posts? Do emotional and first-person posts tend to get more engagement compared with other posts?
To find out, researchers at Drumbeat conducted an analysis of 2.6 million engagements (likes, comments, etc.) across 16,000 LinkedIn posts.
The researchers found that LinkedIn posts where the person announces a new job tend to significantly outperform other types of posts, with the phrases “starting new position,” “new position as,” and “share that starting,” associated with a +651% median lift in engagement.

LinkedIn posts that include gratitude phrases such as “thank you to” and excitement phrases like “thrilled to” are also associated with significant lifts in engagement.

The researchers found that LinkedIn posts that include the trophy emoji are associated with a +70% median lift in engagement.

The researchers found that LinkedIn posts that include first-person singular phrases like “to my” see a +40% average engagement lift, and posts that include first-person plural phrases like “our customers” see a +18% average engagement lift.

About the research: The report was based on an analysis of 2.6 million engagements (likes, comments, etc.) across 16,000 LinkedIn posts.
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ABOUT THE AUTHOR
Ayaz Nanji is a writer, editor, content strategist, and research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, and the New York Times.
LinkedIn: Ayaz Nanji
Twitter: @ayaznanji
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