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Motivating LinkedIn Members to Engage with Your Content

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In June 2016, we surveyed more than 500 members across India to understand how people engage with content on LinkedIn. Here's what we learned...

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Motivating LinkedIn Members to Engage with Your Content

  1. 1. Top Sources Driving Engagement While powerful individuals still carry formidable influence, your company is still one of the most important sources of content. Peers It's educational or informative It's relevant to me To stay on top of the latest trends It's inspiringIt helps with skill development Industry trends/news Tips/best practices Leadership Jobs/skills Product or service information Employee perspectives Colleagues Company/Brand Influencers In June 2016, we surveyed more than 500 members across India to understand how people engage with content on LinkedIn. Here’s what we learned... 50% of respondents told us the last piece of content they really enjoyed was inspirational and got straight to the point. 53% So, what motivates our members to engage with your content? 93% 90% 87% 82% 81% 81% 80% LinkedIn is where your audience looks to you for engaging content. Know how to deliver what members are after. Be a sophisticated marketer. SOPHISTICATED MARKETERS’ TAKEAWAY Deliver educational and informative content to the right members at the right time. SOPHISTICATED MARKETERS’ TAKEAWAY Do exactly that. Get straight to the point, and inspire with content marketing. Top 5 Reasons for Content Engagement Our members aren’t on LinkedIn to kill time. They’re on LinkedIn to grow professionally. How Millennials and Gen Xers Differ Each demographic interacts with content differently. It’s your job to know what suits LinkedIn’s two most prevalent age groups and why. Industry events What Topics Drive Engagement? Finding out what’s happening in your industry and how to improve are what our members care about the most. Give your LinkedIn audience content they’ll find compelling. SOPHISTICATED MARKETERS’ TAKEAWAY Pay attention to generational differences. SOPHISTICATED MARKETERS’ TAKEAWAY Drive conversations on trends by publishing on LinkedIn Pulse. 65% 55% 50% 48% 46% Millennials Source: LinkedIn research, June 2016 Here are the questions we asked: • Thinking about where/who content might come from, which of the following content sources would you be likely to engage with? • When you think about the last piece of content you enjoyed reading, please tell us what it was that you enjoyed most about that content. • Which of the following best describes why you engage (by engage we mean: like, share, comment, click) with content on LinkedIn? • Which of the following content topics, if any, have ever resulted in you taking any of the following actions: click, like, find out more about company/brand, purchase something? Motivating LinkedIn Members to Engage with Your Content Millennials are more likely to engage with content that educates, inspires, helps develop skills and enables them to stay on top of the latest trends... ...whereas Gen Xers are more likely to seek content that is personally relevant. Gen Xers 60% 64% 62% Personally relevant 49% 60% Educational or informative 67% 64% Helps stay on top of the latest trends 48% 45% Helps develop skills 58% 47% Inspiring 53% 46%