The trouble with LinkedIn engagement

Yam Regev shared some interesting data about LinkedIn engagement on LinkedIn.

My LinkedIn activity stats (on average):
– Textual post: 3k views
– Post with a video: 4K views
– Post with an image: 6.5k views

  • Published article: 80 views

You read it right, it is generating only 80 views.

If I put so much effort in it, why do I get only 1% of the views I see from other kind of posts?

To have more traction and content on its platform, LinkedIn will have to change this realty.

I tried to share my thoughts about LinkedIn engagement with him in the comments but it seems my feedback was too long for the comment box so I shared a shortened version instead. Here is my original comment:

I don’t think this is limited to LinkedIn. The major social networks optimize the interactions that keep people on the sites and clicking. I suspect text posts, videos and image posts keep people moving through the site. They are fairly low friction content pieces, easy to engage with through likes and comments and easy to consume before moving on to more. They’re the digital equivalent of snacking – high volume.

When it comes to articles, they are longer form and people need to dedicate more time to reading the articles. It would be interesting to have % complete metrics like you have on Medium to see how much of an article people read before abandoning it.

You’d probably find that people view longer articles less frequently because they prefer to snack on social media and not spend time reading the articles in their entirety. The problem with this is that it tends to discourage longer form content. It also doesn’t help all that much to write longer form stuff elsewhere and share it here because these services optimize for keeping people in the service, not making it easier for them to leave for sites outside the social network.

Image credit: kaboompics

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