For marketing directors at technology companies in the United States who are looking to elevate their international media strategy, understanding the evolution of communication platforms like LinkedIn is essential. Over the twenty-five years, as NettResults LLC has observed, the landscape of public relations and digital engagement has transformed significantly. With the average human attention span now shorter than that of a goldfish, it's more challenging—and more important—than ever to capture and maintain your audience's interest.
Today's LinkedIn environment rewards visually rich content. Users are far more likely to engage with videos, image carousels, or animations rather than text-only posts. Companies that dedicate resources to creating compelling visual content consistently see higher engagement rates on their organic posts. This trend holds particularly true in the competitive tech sector, where visual content such as maps, charts, and infographics performs exceptionally well.
Despite the challenges some companies face due to limited resources, like not having a professional photographer or a big budget for visual content, the rise of copyright-free images and generative AI tools has made it easier than ever to produce high-quality image posts. It's vital, however, that the accompanying text is engaging and informative, providing the necessary context to the images and encouraging user interaction. Including a mix of branded and industry-related hashtags, along with a relevant link, enhances the discoverability of posts.
Video content, which has surged in popularity on LinkedIn, achieves the highest level of engagement, significantly outperforming other types of posts. LinkedIn advises keeping videos under 30 seconds to effectively hold viewers' attention. These videos can range from product launch teasers to brief explainers that summarize reports or case studies. Moreover, even without high-end equipment, companies can produce effective text-based animations that resonate well with audiences. Always accompany your video with a brief, engaging text to grab attention and prompt viewers to watch.
Document posts represent another effective strategy for engagement. LinkedIn treats each click on a document as a separate interaction, making this format ideal for sharing more extensive content like guides or white papers. To draw users in, offer the first few pages as a preview, then direct them to a landing page where they can read more. By titling documents effectively and providing an executive summary, you allow users to quickly assess the value of the content, increasing the likelihood of deeper engagement.
One often-overlooked strategy is the gating of document posts, where you provide only part of the content for free. This approach not only boosts engagement but also supports lead-generation campaigns by capturing user information in exchange for full access.
A key insight for leveraging LinkedIn effectively is understanding the platform's preference for native content. Instead of merely linking to an article or blog post hosted on your company website, consider publishing long-form content directly on LinkedIn. This method amplifies reach and engagement significantly. Collaborative articles, which involve several contributors and cite sources directly in the comments, also enhance the credibility and relevance of your content.
Always include a cover image for your articles and, where possible, integrate other forms of rich media within the text. Concluding with a question or call to action can significantly increase user interaction and feedback.
While it's essential not to focus solely on algorithmic preferences, having a solid understanding of LinkedIn’s content priorities helps in crafting strategies that ensure your posts reach their intended audience more effectively. Stay tuned for our upcoming insights on LinkedIn algorithm hacks to further refine your approach.
By focusing on these strategies, marketing directors can develop a LinkedIn presence that not only engages but also converts, establishing their companies as thought leaders in the international tech industry.
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