In this episode, host Louise Brogan sits down with Adina Jipa, Founder and CMO of SocialInsider, to discuss the insights from the 2024 LinkedIn Benchmarks report. Discover the latest trends, strategies, and analytics that are shaping LinkedIn as a go-to marketing tool for B2B brands.

**Key Highlights:**

- LinkedIn's Engagement Surge:
- LinkedIn has seen a 44% year-over-year increase in engagement rates, becoming a crucial platform for business marketing.
- The platform fills the gap left by changes on Twitter/X, attracting more content creators and businesses.

- **Rise of the Creator Economy:**
- LinkedIn allows individuals to become creators, achieving high engagement with their audiences.
- Businesses are investing more in LinkedIn due to the growing user base and engagement opportunities.

- **Effective Content Types:**
- Multi-Image Posts: These posts have the highest engagement rate on LinkedIn, outperforming carousel posts.
- Videos: The most shared content type, essential for a diverse and engaging content strategy. Videos should be under ten minutes and can be broken into shorter clips for better engagement.
- Polls: Generate the highest impression rates, useful for research, audience insights, and content generation.

- LinkedIn Groups vs. Newsletters:
- LinkedIn groups are less effective for engagement and impressions.
- The newsletter feature is recommended for better brand visibility and audience engagement.

- Posting Frequency and Strategy:
- Brands have increased their LinkedIn posting frequency by 10% in 2024.
- Aim to post at least once per working day, using a mix of text, multi-image posts, and videos.
- Limit posts with external URLs to keep the audience engaged on LinkedIn.

- Leveraging Employee Networks:
- Employee advocacy can significantly boost post interactions. Educate and encourage your team to create and share content on LinkedIn.
- Consider starting with the sales team and expanding to other departments.

- Caption Length Insights:
- Shorter captions work best with multi-image posts.
- Experiment with caption lengths for other post types to see what resonates with your audience.

**Top 2024 LinkedIn Benchmarks:**
1. 44% increase in LinkedIn engagement rate Year-over-Year.
2. Multi-image posts generate the highest likes and comments.
3. Videos are the most shared content type.
4. 10% increase in brand posting frequency.
5. Polls have the highest impression rate.
6. Multi-image posts with short captions achieve the highest engagement.

Watch the Full Interview
For more detailed insights, watch the live interview between Louise Brogan and Adina Jipa https://youtube.com/live/t6jop2cHens

Resources Mentioned:
- [The Magic of Employee Influence] by Ivana Brutenič and Kristína Cichý Kováčiková - A guide to activating employee ambassadors on LinkedIn.

Follow Us
- YouTube: www.youtube.com/c/linkedinwithlouise
- LinkedIn: www.linkedin.com/in/louisebrogan

Subscribe and Review:
If you enjoyed this episode, please subscribe and leave a review on your favorite podcast platform. Your feedback helps us create better content for you.

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**Contact Information:**
For inquiries, reach out to us at team@louisebrogan.com

I would like to reset the room for you today.

How do you currently view LinkedIn?

Somewhere people are constantly selling to you?

Does this sound familiar?

• People are sending you spam messages.
• A lot of people seem to be using AI to write their posts
• You are tempted to download one of those third party plug in things others talk about - you know - they send automatic messages for you, find people and then all you have to do is get them on a call?
• You don't really have time to do this stuff so you just scroll through the feed and click the like button a few times

What if you looked forward to checking your LinkedIn? Catching up with your network, reading some interesting posts and maybe even attending a LinkedIn audio once a week?

We don't need to run before we can walk. I am not suggesting you start broadcasting a weekly live show yourself. But I would love you to feel comfortable posting once or twice a week. And every time you open the app on your phone, you recognise the person in the newsfeed and enjoy commenting on their content.

I am going to write a series of newsletters aimed at helping you. The individual. And record these accompanying podcasts.

These newsletters are going to be based on a theme - how to approach LinkedIn as though it were your next in-person industry event.

We are not eating the whole elephant today - let's just start with the first step - preparation.

To subscribe to the newsletter - https://www.linkedin.com/posts/louisebrogan_linkedinwriting-newsletter-linkedinforrealpeople-activity-7162379067667795968-fFNl?utm_source=share&utm_medium=member_desktop

www.louisebrogan.com

Gus Bhandal, the founder of M Guru, a digital marketing agency in central England, shares his journey from studying marketing in 1996, through various roles and experiences, to starting his agency in 2017.

His unique approach to leveraging social media for business growth, especially LinkedIn, has positioned him as a go-to expert in the field (in Birmingham ;)) Gus discusses his pivot from running a popular pub to focusing on digital marketing, emphasizing the importance of social media in attracting customers. As the pandemic increased reliance on digital platforms, Gus's expertise in LinkedIn became highly sought after, marking his deep dive into the platform around 2020.

Throughout the conversation, Gus shares valuable insights on LinkedIn's power in building communities, personal branding, and the significance of attending industry events for networking.

He also touches on Uplift Live, an upcoming LinkedIn-focused conference he's co-organizing, designed to delve deep into effective LinkedIn strategies with top experts in the field.

**Key Takeaways:** - Gus Bhandal's rich background in marketing and his transition from hospitality to digital marketing.

• The impact of the pandemic on the surge in demand for LinkedIn training.
• - The essence of LinkedIn for professional networking and community building.
• - The significance of attending industry events for personal and business growth.
• - A preview of Uplift Live, the must-attend LinkedIn conference for deep strategic insights.

**For More Information:**

To learn more about Gus Bhandal and his work, find him on LinkedIn or visit the M Guru website.

For those interested in attending Uplift Live and possibly securing a discount, visit [uplift-live.com](http://uplift-live.com) and mention being a friend of Louise. Join us in Birmingham on March 21st for Uplift Live for an immersive day of learning and networking with LinkedIn aficionados.