The Latest LinkedIn Strategies of 2024

Every year, if not twice a year, marketers have to navigate through the latest changes to social media platforms, to reach the correct audience. These changes can be based upon upgrades to the algorithm, user preference, or just a change in strategy. 2024 is no different. There have been a lot of changes this year. More specifically, how to structure your content or the best ways to deliver your message.
In this blog, you will learn all about the latest LinkedIn strategies of 2024 to incorporate into your digital marketing plan. If you were wondering, “What am I doing wrong?” “What haven’t I tried?” “Is there something new that I should be doing?” “What style of post sees more engagement?”, you are going to want to read below!

Video

One of the most important LinkedIn strategies to follow and incorporate into your digital marketing plan is video. In short, if you aren’t prioritizing video by now, you should start. Before I dive in, if you need some quick convincing facts on why you should be selling, creating, or promoting through video, here are some tips to keep in mind.

What better way to stand out from all the typical standard LinkedIn posts, than video? With video, You have the opportunity to give your viewers a visual experience. If you’re new to incorporating video into your social media plan, there are a few things you need to consider.

A few years back, we learned that video helps businesses increase brand awareness by 70%, traffic by 51%, and sales by 34%. These three percentages have only increased since, and are continuing to rise, proving, that promoting through video is a highly effective method, especially since it can lead directly to sales. 

But first, be sure to understand your audience preference, so you know how to structure your video and see the best results, by capturing their attention, (eg: informative/educational, industry knowledge sharing, telling a story, promoting products, services, events, etc.)

One other form of video to consider is LinkedIn Live.
According to Cognism, “Users see 7x more reactions and 24 times more comments with LinkedIn Live videos than static posts (LinkedIn)”. Try out LinkedIn Live, it might bring you unexpected and surprising results if done correctly. In fact, it allows for more interaction between you and your audience and it can enhance your brand image. What better way to connect, than allowing your audience to ask you questions and exchange thoughts and opinions?
Much like standard video, there is also a lot of what you can do by going live, such as; hold Q&A sessions, conduct a demo or tutorial, show behind-the-scenes footage, hold a panel discussion with experts from the industry, event promotion, or strictly have a conversation with your audience bouncing back thoughts and ideas.

Authenticity

I mentioned about changes in my introduction. One of the other bigger changes we all have seen within the last year or two is the reduction of authentic, original, creative content due to several auto-generated technologies. Now more than ever, the demand for raw and honest content couldn’t be more needed. Luckily, not only do search engine algorithms like Google recognize that, but LinkedIn as well.

LinkedIn’s algorithm pays close attention to whether your content is, for example, educating users and your specific audience. LinkedIn has made several announcements within the last two years explaining how authentic content will be highly valued. Also like Google, LinkedIn will reward original content, by organically exposing the content to your audience, allowing for more engagement.

Because of this, now is your chance to be creative, use emotional text, share personal stories, show your personality and interests, and of course, relate and connect with your audience. By doing this, you will stand out from those who rely on generated content.

Storytelling

I also mentioned previously how you can tell a story through video. By telling a story to your audience, it allows your audience to get to know your story better. Don’t shy away from sharing your obstacles and success, it is all a part of your journey, something your followers on LinkedIn may like to learn about. Stories can bring your brand to life. It is okay to be personal. Doing so could help you create a bond with your followers. How can you incorporate storytelling into your LinkedIn strategy this year?

Carousels

Carousels. No, not the amusement rides. Carousels are quite possibly the biggest engagement driver next to video. This form of content allows you to tell a story, promote a product, service, or event, be creative through quotes, graphs, infographics, facts, stats, and even case studies. The opportunity seems endless!

Since LinkedIn technically got rid of the real organic carousel, I like to refer to this style of post as a “mock carousel”. These are high quality, visually appealing PDFs that you swipe through like a flipbook or a PowerPoint/slide deck. You can include CTAs, headlines, data through infographics, and more. One thing to note, you may want to start with an eye-catching introductory slide.

Why does this form of post perform so well? A few reasons. But one important reason that stands out is that the user is staying on LinkedIn while flipping through the slides. One thing that everyone should know, LinkedIn wants you to stay on their platform. So if your goal is just to include links to your website with the hope of people leaving the platform to visit your site, Linkedin will automatically detect this, and not allow your post to perform as well, based on how their algorithm is designed.

For a more deep dive into carousels, Hootsuite has the latest.

Polls

LinkedIn Polls. Not a new feature, but something often overlooked. Polls are interactive, short-form content that can be used for market research and consumer feedback. What better way to get to know your audience, than by asking them for their feedback? Certainly an engagement driver, polls can be of various forms, such as surveys, quizzes, or even FAQs. By creating a poll, you can foster a discussion about any industry topic. 

According to Neal Schaffer, polls also allow for you to build user interest for an upcoming product or service, conversation purposes, identify challenges, and even industry trends questions. A couple of tips to keep in mind: Keep it short, post at the right time, add a caption, ask for a reason not just to do it, engage with all of the responses, and use hashtags to further boost the exposure of this form of post. 

Attention sales: Polls are also a great opportunity for potential prospects/leads. Follow up with the poll participants, as it could lead you to a sale! 

Doing LinkedIn polls regularly will help you build trust across your audience, build a closer community between you and your followers, and allow you to be a thought leader. Polls are certainly one of the more lesser-known LinkedIn strategies to incorporate into your plan, but it could be a game changer!

Audio Events

A relatively new, or at least unheard of feature, with audio events, there are a variety of different opportunities, much like LinkedIn live, only strictly just audio.
By creating an event on LinkedIn as you would typically do, you can simply hold real-time interviews, ask expert/thought leaders questions, hold conversations with your audience, conduct a live podcast, host a roundtable/panel discussion with guests, share trending news, or even celebrate milestones.

Holding audio events also allows you to inspire your audience and showcase your credibility, which ultimately leads to building trust and establishing yourself as a credible voice. It also allows for better networking and career-building opportunities.

Just make sure you start on time, your audio is clear with a good internet connection, and that you answer participants’ questions. See LinkedIn’s How-To Guide for more information.

Weekly Newsletters

If your business operates as a B2B, you are going to want to look into creating a timely newsletter. By creating a newsletter through the “Write article” feature, you have the opportunity to deliver the latest news, insights, tips, and other useful information on a weekly, bi-weekly, or monthly basis.

Your audience is already on LinkedIn, so they are easily and directly reachable, bypassing eNewsletters which are often ignored. Also, the industry you are writing about/to is already on LinkedIn, so if they are not already following you or aware of you or your brand, your Newsletter will change that.

The algorithm also looks for thought leaders and educators, ones that can keep their audience engaged and informed. What better way to showcase your expertise, than through a Newsletter?

You are also taking advantage of LinkedIn’s algorithm recommendation of long-form content. No not as a standard post, but as a newsletter. LinkedIn will recognize this, which will ultimately allow for more exposure through growth and engagement.

In addition to Newsletters, and continuing to follow one of the most important LinkedIn strategies, (long-form content), I also recommend creating Articles regularly.

Infographics

This one is design-centric. Continuing with educating and telling a story, but with more visual appeal, infographics are one of the best ways to grab the attention of your audience. A true “scroll stopper”. Short and to-the-point visual illustrations, consisting of key data points, supporting arguments, examples, facts, stats, comparisons, timelines, lists, and so on. Not too clustered, not too much text, but definitely very visual. Payman Taei states; “Infographic marketing is the use of infographics to improve lead generation and brand awareness in the online space. Not surprisingly, infographic marketing fits into every level of a digital, social media and content marketing strategy”.

When designing your infographic, you want to make sure that it is memorable, something that someone would refer back to for a needed reason. Spend some time picking the correct color scheme and fonts, think of branding, think about adding footers or a CTA, and make sure everything is large enough to read, easily.

By following all of these tips and incorporating these latest LinkedIn strategies into your marketing plan, you will not only stand out from the rest who are just offering standard text with a link and image posts, but also co-aligning yourself with LinkedIn’s 2024 algorithm.