Last week we stumbled across an interesting research study by Agorapulse. The social media tool provider analysed over 40,000 LinkedIn posts from business accounts in the DACH region and published the findings in a detailed report. We would like to share some of the results with you here:
🖼️ The most frequently used formats are photo posts with 45.1% and link posts with 42.4%. They are followed by video posts with 9.3 % and text and PDF posts with about 5 % each. Among the first three formats, the highest interaction can be achieved with video and photo posts.
📝 Text and PDF posts are posted so little in the DACH region that the more than 40,000 posts analysed did not provide valid insights. Agorapulse has therefore expanded the analysis in this area to include 179 more countries. The result: the greatest engagement is achieved with text and PDF posts. The tool provider points out that it is not possible to say exactly whether this trend can be transferred to the DACH region, but it is certainly worth testing.
#️⃣ In mid-September, we had already reported on hashtag use on Instagram in another post. The Agorapulse study now provides interesting information on this topic on LinkedIn. Even though 4 out of 5 LinkedIn posts contain hashtags, no increase in engagement rate can be attributed to them based on the data.
