LinkedIn is the place to be for socially savvy C Suites.
Social networks revolve around people. Periodically, algorithms must be reset to prioritise this, ensuring the content people see remains relevant.
How we navigate the digital landscape for corporate brands and reputations matters more than ever. LinkedIn has a role (comparable only to the Financial Times) for reaching key audiences, and understanding how to use these tools to connect, persuade and defend corporate interests is essential.
The role of senior people has been catapulted into digital significance through recent platform evolution, which builds upon natural human behaviours. Ultimately we care about people first, organisations second.
We call it ‘People Over Pages’, and it’s the basis of our latest research, exploring how content from people gains traction compared to content from brands.
In this original research, we analysed thousands of pieces of LinkedIn content from executives and their brands. We found:
#1: LinkedIn looms large
Between July 2023 and 2024, brands have increased posting by two-thirds (66%), and executives have increased posting by a remarkable 312%.
#2: Diminishing brand returns on LinkedIn
Average engagements per brand post have declined by 6% between July 2023 and 2024, while increasing by 32% for execs.
#3: Consumer potential
Retail marginally outperforms other sectors (average engagements relative to average followers) and consumer-facing brands generally excel in engagements relative to B2B brands.
#4 People Power
CEOs will get 35% more engagements on LinkedIn compared to their brands despite having less than 10% of the following.
#5: Size isn’t everything for LinkedIn engagements
As we see with influencer following sizes, you want to be small or really big for effectiveness - don't get stuck in the middle, where engagement is lower.
#6: Brands and Executives need specific strategies for LinkedIn success
Brands and executives benefit from different content themes to drive success.
Brands thrive when connected to broader societal topics and sustainability. Executives engage when they discuss their people and their individual experiences (plus Financial Results!).
Read more by downloading the full whitepaper.
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