A few years ago, LinkedIn users mostly relied on text posts, accompanied by the occasional photo, to network with other working professionals. However, since vertical video exploded in popularity with the rise of TikTok, LinkedIn quickly added video sharing — and now it is expanding its offering further with new analytics that benefit text post users, too.
New analytics
Building on the momentum from its February release, which added a suite of video analytics, LinkedIn is giving creators access to more analytics regarding their text and video content on the platform. Beyond basic metrics such as views, members reached, engagement, and demographics, users will be able to better understand the impact of their posts by seeing how viewers engage with them.
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Users can now see how specific costs drive new profile views, new follows, and clicks to the Premium custom button. This additional layer of analytics makes it easier for creators of all sizes to see how their posts are helping them reach their desired goals, whether that is more visibility for their profile or interaction with specific links attached to the Premium custom button.
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LinkedIn
LinkedIn VP of product management Gyanda Sachdeva shared a tip for users: Watch how consistent posting positively affects growth metrics. The idea is that the more data you collect on how your content is performing, the more you will be able to see what resonates with your network and tailor your content accordingly.
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Video continues to be a priority
LinkedIn launched the video tab on the platform just a year ago, and despite it being different from typical content on the platform, according to Lakshman Somasundaram, senior director of product at LinkedIn, it has been very well received.
“Across the globe, we’re seeing LinkedIn members lean in and fall in love with video on the platform. In fact, video continues to be the fastest growing format on LinkedIn, being watched 36% more year over year,” said Somasundaram.
Furthermore, he shares that LinkedIn is continuing to invest in supporting video creation and viewing across the platform.
“Looking forward, we are testing new ways to surface relevant and timely videos, especially around unique trends that are popping up on LinkedIn. We want to continue to help members find knowledge, insights, and hear from other professionals about their work experience,” said Somasundaram.
According to company data, LinkedIn has more than one billion members in more than 200 countries and territories worldwide. This platform’s user base is geared more toward business professionals, which means it is a good place to connect with people who could be future colleagues, managers, investors, recruiters, and more.
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