Originality and quality content on LinkedIn? You can find out here which posts are desired and why engagement bait and copy paste posts are not a good idea.
LinkedIn has long since established itself as a platform for professional networking and exchange. But recently the challenges have been increasing: posts that offer little added value, engagement bait, and copying other users’ content endanger the professional nature of the network. To counteract this, LinkedIn is now setting clear standards.
In a blog post about Content Recommendations: What to Avoid LinkedIn recently explained what content is desirable – and what should be avoided. The focus is on originality, relevance and a professional tone.
Copy paste is frowned upon
A central point of the guidelines: Users should share their own perspectives and insights instead of simply copying other people’s content. Posts that are copied verbatim from other posts without adding your own thoughts or additions not only lower the quality of the network, but also damage the visibility of the account.
When sharing content, LinkedIn encourages adding personal insights or analysis. For example, an existing article about current industry developments could be supplemented with your own experiences. This is how users create added value and strengthen their positions as experts.
Why engagement bait is not a solution
Another challenge LinkedIn wants to address is content that only targets interactions such as likes, comments or shares – often referred to as engagement bait. Typical examples are surveys with banal questions like “Morning or evening – when are you more productive?” or requests like “Tag 5 people who inspire you!”
Such contributions may be visible in the short term, but offer neither the readers nor the community any real added value. Instead, LinkedIn recommends creating truly thought-provoking discussions, such as: “What strategies are you using to solve current challenges in your industry?” Such content not only encourages real interactions, but also strengthens your reputation on the platform.
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Professional standards in focus
In addition to originality and the avoidance of engagement bait, LinkedIn relies on appreciative and respectful communication. Deconstructive or even negative contributions that block discussions or belittle others are undesirable. Humorous content is only welcome if it is in a professional context and does not harm other users.
Tools for more visibility
For anyone who wants to optimize their content on LinkedIn, the platform offers an extensive toolset with the Build Your Voice Hub. Here, users can find events, playbooks and courses that are specifically designed to increase their reach and create relevant content.
Bonus tip: Visuals that convince
Photo carousels and videos are also a growing format on LinkedIn. To be successful, they should be informative, to the point and tailored to the target group.
Use your voice:
LinkedIn Build Your Voice Hub
Source: onlinemarketing.de
