Your LinkedIn Page is a destination where people can really get to know your brand – and it's critical to driving growth in 2024 and beyond.
Sure, your LinkedIn Page can help people get an overview of your products and services, but its key function is to attract your audience and drive them to interact with your brand. If you treat your organization’s Page as a dynamic marketing tool (rather than a static “About Us” page), you can establish thought leadership, build brand awareness and move your audience to take action.
LinkedIn Pages Best Practices
There are a few basic best practices to follow when curating your LinkedIn Page:
- Complete your Page: Pages with complete information get 30% more weekly views.
- Establish your voice: Companies that post at least weekly see a 2x lift in engagement with their content.
- Use rich, eye-catching visuals: Posts with images typically see a 2x higher comment rate versus those without images.
- Tap your existing network: Encourage your employees to invite their first-degree profile connections to follow your LinkedIn Page. After a LinkedIn Page reaches 150 followers, it will continue to grow new followers at a rate 9x faster than Pages with fewer than 150 followers.
- Ask thoughtful questions that encourage comments: Treat every share as an opportunity to start a conversation with your followers.
If you’re just starting, check out our LinkedIn Pages best practices for more solid advice and examples.
If your Page is already running, check out these next 13 tips to earn audience attention and encourage your followers to interact.
How to Increase Engagement on Your LinkedIn Page
1. Incorporate videos
You can upload videos and even host LinkedIn Live Events from your LinkedIn Page quite easily, and the results are well worth it. Video posts get 5x as much engagement on LinkedIn as conventional posts, and Live Video posts get 24x more engagement.
To make the most of your videos, keep these tips and best practices in mind:
- Plan for mobile viewing: Up to 91% of LinkedIn members watch videos on their mobile devices. If the video you’re creating doesn’t require landscape format, consider shooting it vertically instead.
- Always include subtitles: LinkedIn research shows that only around a third of people watching videos on mobile have the sound on at the time.
- Show what you want to show in the first ten seconds: You only have around that long to grab your audience’s attention.
- Optimize video length to match your goal: LinkedIn studies show that less than 30 seconds is ideal for brand awareness and consideration goals, whereas demand gen videos can be slightly longer and tell a more complex story.
- Use an informative and engaging thumbnail: This will help your viewers see what your video is about at a glance.
2. Make your Page visually compelling
Ensure your LinkedIn Page stays visually compelling by adding engaging, unique images to all your posts. We recommend images that are 1200x627 for Sponsored Content and organic updates. See detailed recommended image specifications for other types of Page modules here.
To add more visual interest, create an eye-catching cover image and replace it at least every six months. Think of your cover image as an extension of your brand. You can use it to highlight different teams in your company, promote upcoming events, or announce seasonal campaigns.
3. Keep your updates short, sweet, and spicy
You only have a few seconds to entice your followers to click on an update. Don’t be coy: tell your audience exactly what’s in it for them in as few characters as possible. We recommend 150 characters or fewer.
Use those characters to add spice to the update. Ask a thought-provoking question, point out a feature of the content you’re linking to, or even stir up a little controversy. Make it personal and call out your audience, i.e., “57% of marketers are using Generative AI to create more content in less time. How is the technology most helpful (and least helpful) for you and your team?”
4. Use the 4-1-1 Rule
Most marketers are familiar with the 4-1-1 rule: If you grew up in the ‘90s, you must ask “What’s the 4-1-1?” when seeking information.
Okay, the 4-1-1 rule ACTUALLY says that for every single piece of content you share about yourself (or your organization), you should share an update from another source and, most importantly, share four pieces of content written by others.
This rule helps keep your feed centered on your audience’s needs, rather than making it a place for your organization to solely talk about itself. For every post that centers on your brand, share multiple helpful, valuable posts from other LinkedIn members and brands.
Of course, just because you’re sharing other content doesn’t mean you can’t comment on it. For every piece of content you share, add your organization’s takeaway or thoughts in your post sharing it. Take this opportunity to demonstrate your company’s expertise or even start a conversation.
The 4-1-1 rule says that for every single piece of content you share about yourself (or your organization), you should share an update from another source and, most importantly, share four pieces of content written by others.
5. Use tracking links
As I mentioned in the introduction, your LinkedIn Page is a marketing tool in its own right. It comes equipped with analytics tools you can use to measure each post’s popularity and level of interaction. But you don’t have to stop at analyzing the activity your updates generate on LinkedIn.
Insert a tracking code onto the end of your links. That way, you can properly attribute traffic to your site that originates from each update. You may find your LinkedIn Page becomes a substantial source of inbound traffic. You can also add the LinkedIn Insight tag to your website to track conversions, retarget website visitors, and learn more about the categories of LinkedIn members interacting with your content.
6. Don’t use links (sometimes!)
Posts that feature thought-provoking or inspirational content tend to get high engagement, even without a link. You could try using a linkless post to ask the kind of question you’re sure will prompt a thoughtful discussion. In a case like that, the fact that the post doesn’t have a link may make the question — and the resulting discussion — stand out even more.
7. Use Showcase Pages to highlight your brands, business units, or initiatives
We recommend creating Showcase Pages whenever you have a brand, business unit, or initiative that offers unique value to specific segments of your audience. This way, you give followers the option to follow the aspect(s) of your company they’re most interested in.
Showcase Pages allow you to target each update to the most relevant audience to create a customized feed for each segment. To help you monitor and grow your unique audiences, Showcase Pages have the same posting options and analytics as your Linkedin Page.
For example, LinkedIn Collective is a Showcase Page specifically focused on exploring the evolving world of work in B2B marketing from an expert perspective. The content we create and share on this showcase page is meant for B2B marketers invested in following the latest insights and thought leadership from experts in their profession.
8. Take advantage of the Content Suggestions tool
The Content Suggestions tool allows you to quickly discover the topics and articles your target audience currently cares about. The tool bases these suggestions on factors like location, industry, job function and seniority.
Comment Suggestions come in handy when planning content, particularly when deciding which conversations you’d like to start or contribute to. When looking through the suggestions, consider questions you could ask to advance the conversation surrounding a specific topic.
9. Add hashtags to associate your content with ongoing conversations and existing communities
Part of the magic that is social media is the potential for any given post to be found and further amplified. Using hashtags doesn’t just increase the findability of your content; it also shows your audience which topics your post will address.
If you want to add followers from existing communities, using the same hashtags those communities use is a good way to go about it. You should also consider using hashtags for themed content initiatives to give followers an easy way to locate everything else you’ve published related to that initiative.
Consider using hashtags for themed content initiatives to give followers an easy way to locate everything else you’ve published related to that initiative.
10. Respond to comments
Asking questions that encourage comments can do wonders for amplification. Engaging with those comments can do wonders for trust and loyalty.
Engaging with comments shows audience members that your Page is a dynamic, people-powered destination and not just an unmonitored message board. You may not have time to respond to all comments. If that’s the case, focus on those where your response adds value for the responder or for other audience members who may be viewing the thread. Entertainment value counts, too.
Admins can also respond to comments as their LinkedIn Page on other content outside of the Page itself. Use this feature to establish and build relationships with other brands as your organization.
11. Engage employees outside your marketing team
Speaking of people-powered: many of the top-performing LinkedIn Pages have achieved their success thanks to a team-centric approach. Marketers are only part of the team. Executives, subject matter experts, and employees across departments can all contribute in some way, whether it’s helping to create the content, helping to amplify it, or both.
Engage your people regularly by resharing their best @mentions and LinkedIn content. Boost the reach of your most important content by notifying employees who may be interested in sharing the post. Recognize team members and accomplishments by giving them a shout-out from your Page. Lastly, take advantage of the "My Company” tab to foster internal engagement through a trusted, employee-only community.
When employees are actively engaged with their co-workers and organization, they are 60% more likely to engage with each other’s posts, and 14x more likely to share your organization’s content in their feeds.
12. Create a newsletter to grow subscribers and Page awareness
Newsletters have emerged as a great way to consistently produce thought leadership and keep your brand top-of-mind. When you go to publish an article from your Page, select “Create a Newsletter.” Once you publish your first newsletter, it will be posted as an article to your Page feed and notify all of your Page followers.
By covering topics that are meaningful to your brand community, the newsletter can serve as an ongoing way to attract and engage a qualified audience through your content. Reviewing analytics to see which editions of the newsletter resonate most with subscribers can help you understand how to adapt your content strategy moving forward.
13. Boost your Page’s best posts
By boosting posts from your LinkedIn Page, you can ensure the content reaches people beyond those who are already following you on LinkedIn. Types of posts that brands often amplify include industry thought leadership, customer spotlights, and new product launches or events.
One simple strategy: Use the Boost feature for a post that is already driving engagement with your Page followers. Not only can you be confident based on its early success that the content is catching the attention of your community, but you can also use LinkedIn’s targeting features to amplify it toward a demographically similar – yet much broader – audience.
Get started boosting with this quick guide, then learn more about how to incorporate best practices for Boosting posts to take your strategy even further.
Get Creative with Your LinkedIn Page Content
Your LinkedIn Page works best when it is a dynamic, visually compelling collection of highly valuable content. Curate it thoughtfully with your audience in mind, explore the possibilities, and watch your follower count grow.
For more advice on making the most of your LinkedIn Page, check out our Best Practices guide.