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LinkedIn Publishes New Data on Ad Engagement for B2B Brands Over the Holidays

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Should you be running ads or publishing content over the holidays?

The instinctive logic is probably that you shouldn’t – people are spending more time with family, sharing updates with friends. They likely want a break from work-related posts and material. But then again, people also have more free time. Maybe, in those gaps where they’re taking a moment to themselves, they might actually want to read something related to their professional interests.

This is question that many social media managers have asked themselves over the years, and there isn’t a definitive answer. But this year, LinkedIn went to the tape – utilizing its insights on B2B ad engagement from last year, LinkedIn has identified some key trends in B2B content engagement over the period, which may help to inform your strategic approach.

As explained by LinkedIn:

B2B marketers might expect a decrease in online activity as people go on vacation or spend time with family and friends over the holidays. As expected, there was a dip in overall sessions over Christmas (the biggest dip of the holiday season is on New Year’s Eve when people are getting ready to celebrate), however, LinkedIn members are highly engaged during this time.”

LinkedIn B2B engagement

According to LinkedIn’s data, people are actually still engaged with professional content on the platform over the period. In fact, in some cases, even more so than normal:

Ad engagement for B2B brands on LinkedIn increased 18% in December 2018, compared to the average engagement rate outside of the holiday season (February through October). LinkedIn Members were reading and engaging more with content, particularly on mobile, as well as searching for new jobs. LinkedIn members were also more likely to volunteer to hear from brands during the holiday season – lead gen form submission increased by 22% in December.”

Interesting, huh? Maybe it is worth creating new content for this period after all.

LinkedIn also notes that holiday keywords, such as ‘holidays’, ‘New Year’ and ‘Christmas’, are effective for B2B brands, particularly with LinkedIn Sponsored Content.

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“While B2B brands aren’t necessarily selling gifts, ensuring a brand’s message incorporates the spirit of the holiday season with key terms will boost conversions and convert buyers into long term loyalists.”

Those in the tech sector are the most engaged at this time, with LinkedIn noting that computer software brands saw 2.6X higher ad CTR, on average, in the period.

LinkedIn B2B engagement study

LinkedIn’s data also suggests that B2B brands should consider promoting how-to and tips articles, incorporating things like New Year’s resolutions, checklists and holiday season survival guides.

There are some interesting considerations here, worth noting for your approach. And while it may be too late for many, with staff clocking off for the holidays, it could be another element to keep in mind for next year, or for the remainder of the holiday break.

You can check out LinkedIn’s full B2B holidays report here

Socialmediatoday.com

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SOCIAL

LinkedIn Adds New Features for Company Pages, Including Post Templates and Link Stickers

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LinkedIn has outlined its latest batch of updates for Company Pages, most of which had already been previewed in some capacity, but are now being rolled out on a broader basis.

First off, LinkedIn’s making its new post templates available to all company pages.

LinkedIn post templates

As you can see in these examples, LinkedIn’s post templates, as they sound, provide a range of visual enhancements for your LinkedIn updates, which could help to make them stand out in feeds.

LinkedIn originally launched post templates for individual users last month, but now, it’s making them available for Company Page updates as well.

As per LinkedIn:

Create engaging, actionable LinkedIn content easier than ever with customizable templates, available directly in the LinkedIn app, with no third-party tools required.”

I mean, I don’t know that these types of posts really fit with LinkedIn’s professional approach. But then again, as many have noted, LinkedIn is increasingly becoming more like Facebook anyway, with more personal posts and updates that are less focused on professional aspects.

And that seems to be working – LinkedIn’s parent company Microsoft keeps reporting ‘record levels of engagement’ in the app every quarter, so maybe this is actually a good, valuable addition.

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We’ll see how people feel about it when every other LinkedIn ‘thinkfluencer’ is posting using these templates. You can access post templates in the mobile app by tapping the ‘use template’ option in the post composer menu.

As an addition to this, LinkedIn’s also making its new link stickers available for Company Pages too, which could help to drive more direct response to your updates.

LinkedIn link sticker

On another front, LinkedIn will also now enable all Company Pages to pin comments beneath their brand posts.

LinkedIn Pinned Comments

The rollout for this feature also started last month, with some users seeing the option to pin comments in the app.

That could be a good way to spark more focused engagement, and highlight top fans, while you could also use this to simply boost interactions by pinning the comment with the most engagement at the top of the reply chain.  

As a reminder, LinkedIn Company Pages can also pin an update for similar purpose.

Finally, LinkedIn has also added a new Our featured commitments’ section for Company Pages, where brands will be able to showcase their most important values.

“Increasingly in today’s market, job seekers are evaluating potential employers based on their values. They’re interested in knowing where companies stand on issues that are important to them, such as DEI, work-life balance, sustainability, etc. To provide greater insight and connections, LinkedIn is enabling employers to highlight these commitments on their LinkedIn company page to define their talent brand and values.” 

Brands will be able to include up to five commitments in their featured commitments section, while you’ll also be able to host content that demonstrates the same, all of which will be displayed in a sub-panel in the ‘About’ section of your Page.

These are some potentially handy updates, with the link stickers and pinned comments standing out as likely the most valuable additions for LinkedIn page managers.

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Post templates I’m not as sold on, especially for brands – but then again, there may be ways to use these templates to improve the presentation of your posts, and maybe, that’ll increase overall engagement.

You can read about all of LinkedIn’s latest company page updates here.

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