by: Kelly Doody, Founder of Social School
LinkedIn for the organic reach win.
And the most powerful place on the internet to post your content is … LinkedIn.
Simply put: it’s still the wild west of untapped organic reach opportunity, where pay to play is far less formalized, content creators are few, and non-promoted posts can freely travel far and wide.
The number’s don’t lie, and here’s why.
There were 610 million global users at the start of Q2 2019, with 250 million of those people active on the platform on a monthly basis or more. LinkedIn posts reach an estimated 9 billion people each month, with most of the content coming from less than 100 million people. Proportionately, this is a tiny fraction of content creators (and not a lot of content) when compared to Facebook, Instagram, Twitter or YouTube.
Not only that, but LinkedIn has a pretty powerful user base to begin with. For the most part, they are statistically more influential, educated and affluent than on other social platforms, with 45% of users identified as decision-making upper management in their jobs and workplaces.
LinkedIn posts reach an estimated 9 billion people each month, with most of the content coming from less than 100 million people.
From a content perspective, the average LinkedIn user’s mind is in a more professional space while they’re on the platform. Generally speaking, they are there to actively seek solutions more than they are to be entertained (enter: Facebook and Instagram). Your opportunity to hop in and be the solution is ripe for the taking.
Essentially, LinkedIn is where Facebook was as a content platform and business storytelling opportunity 5 years ago. The robust platform features and business tools (newsfeed, video, Articles, promoted posts, ads), as well as its user’s keen attention spans and lengthy dwell time, make it a great place to double down.