We also noticed that large companies increasingly seem to be experiencing a ceiling on organic reach. Take Philips or Hays , for example . They have 1.5 and 3.6 million followers, respectively. They're praised for their content and are among the top 10 best-performing company pages on LinkedIn. With this information in mind, take a look at the engagement on their last 10 updates. That's nothing, isn't it?
And this is logical. LinkedIn isn't a charity. It needs to make money, of course. If you, as a company, want to promote content to your followers or specific target groups, you'll almost certainly have to spend money on it. Or your employees need the inspiration and skills to effectively utilize their own networks. Increasingly, consider this in your marketing plan and training budget.
Does it still make sense to post content on your company page if your overseas data reach is shrinking? Absolutely! While your reach may be smaller, it's still there. And in 2020, we'd venture to say that a professional, updated company page has become a hygiene factor. It's an important calling card not only for potential clients, but also for business partners and job applicants.
Live's real breakthrough?
LinkedIn Live is live! Since April 2019, companies and individuals have been able to use the platform's live video stream. So much for the good news. For now, only a select few can. You can sign up for the beta, but the number of people granted access is limited. Furthermore, LinkedIn Live currently only works with a few external tools. And what's not helping is the significant variation in the quality of these new live streams. In short, it's been a mixed bag for now . The big question is when the general public will be allowed to go live. Member demand is there, and the livestreaming figures speak for themselves, so LinkedIn's turn is now!
Authentic content as a winner
What content should you share now to get engagement? We always say: Make sure you're relevant, at the right time, and authentically. This applies to both brands and individuals. Content that features people, such as your employees, simply scores higher.
When you do capture people, it doesn't have to be styled photos. A photo taken with a cell phone? No filter? No problem. We're increasingly seeing this work on LinkedIn as well. We all prefer to see real people who aren't quite perfect. And who we also recognize in real life. Not B2B, but H2H, human to human.