Metricool Study Challenges LinkedIn Link Myths and Engagement Strategies

A comprehensive study has debunked a long-standing belief in social media marketing by revealing that LinkedIn posts containing external links generate significantly more engagement compared to those without. Conducted by Metricool, the study analyzed over 577,000 posts across nearly 48,000 company pages over three years.

Dispelling the Myths of LinkedIn Links

For years, experts have cautioned against embedding links within LinkedIn posts, asserting that posts that keep users within LinkedIn’s ecosystem tend to perform better in terms of visibility. Contrary to this belief, Metricool’s research shows that about 31% of LinkedIn posts with links outperform those without, prompting marketers to reconsider their strategies.

This revelation shifts the narrative, suggesting that links can enhance engagement rather than hinder it.

Content Formats: The Unexpected Performers

• Carousels Lead Engagement: Document posts in carousel format emerged as top performers, boasting an impressive engagement rate of 45.85%. Users seem inclined to engage with content that requires interaction by swiping through slides.
• The Untapped Potential of Polls: Surprisingly, polls make up a minuscule 0.00034% of all posts analyzed but achieve a staggering 206.33% more reach than average posts. This underscores their potential as an underutilized yet highly effective engagement tool.
• Visuals Over Text: Text-only posts consistently lag behind in performance compared to visual content, attracting fewer interactions despite their prevalence.

Video Content: A Rising Star

The appetite for video content on LinkedIn is rapidly growing, as indicated by a 53% increase in video posts last year and an engagement surge of 87.32%. This increase outpaces growth on other platforms like TikTok and YouTube.

The report states, “Video posting may have increased by 13.77%, but the real story is in the rise of impressions (+73.39%) and views (+52.17%).” This suggests LinkedIn is favoring video content in its algorithm.

Industry Insights: Engagement vs. Follower Count

The analysis also highlights industry-specific performance, revealing that sectors with smaller followings often achieve higher engagement. Notably, manufacturing and utilities companies with fewer followers surpass education and retail sectors in engagement per post, challenging the common assumption that larger followings guarantee success.

Actionable Insights for Marketers

• Embrace Links: Contrary to past advice, incorporating links is beneficial. Use them strategically when they add value to your posts.
• Diversify Content: Leverage underutilized formats like carousels and polls, which have proven superior in performance.
• Leverage LinkedIn for Traffic: With a 28.13% increase in clicks year-over-year, LinkedIn’s potential for driving web traffic is greater than many realize.
• Set Realistic Growth Expectations: Only 17.68% of accounts gained followers in 2024, highlighting the challenge of growing a LinkedIn following relative to other platforms.

Future Implications

Metricool’s findings challenge entrenched beliefs within the LinkedIn marketing sphere, urging marketers to ground their strategies in data-driven insights. Regular testing and adaptation to evolving trends will be crucial as marketers navigate the dynamic landscape of 2025.

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