LinkedIn is the most relevant business and corporate social network to achieve different objectives, from getting a job, generating a solid base of contacts, attracting talent, sharing conferences, as well as positioning company leaders, among other digital activities.

This year, the application exceeds 1,000 million users worldwide, while in Latin America there are 95 million profiles, however, only 1.25% generated content in the last 30 days.

According to Statista, Brazil is the country in the region with the highest number of LinkedIn users, exceeding 70 million, second place is occupied by Mexico with more than 22 million users, followed by Colombia (14.6 million), Argentina (13.9 million), Peru (9.7 million), Chile (8.5 million), Venezuela (5.2 million), Ecuador (4.7 million), Dominican Republic (1.9 million), Costa Rica (1.7 million) and Bolivia (1.6 million).

Steffy Hochstein, Digital Director and another, strategic communication agency with the largest offering in Latin America, points out that LinkedIn is currently experiencing one of its best stages to take advantage of its algorithm with the aim of presenting content creation strategies to position companies and leaders like never before.

“In the face of social networks as saturated as Facebook, or even TikTok, LinkedIn is currently experiencing a stage to position brands, companies and managers with great potential for impact and interactions on their profiles”Hochstein commented.

According to an analysis by Social Insider, the network began the year with a 44% increase in participation, in addition, publications on personal profiles receive up to 561% more interaction than publications on company pages.

"On the one hand we have a giant digital population, which is dedicated to observing and learning about the content of brands or companies, and on the other hand we have an increase in participation and interactions. This means that there is little supply and a lot of demand, where the supply is the published content", said Steffy Hochstein.

According to a study, videos are the most shared type of content on LinkedIn. Furthermore, this format is the most attractive in terms of interaction (such as comments or reactions), and it is a fact that its distribution significantly increases impressions, the number of times the content is viewed. This, in turn, increases brand recognition.

For brands, this translates into a clear opportunity, Hochstein emphasizes. Investing in video marketing can significantly increase the visibility and reach of your messages. “If one of the objectives of a company's social networks is to create more shareable content, video marketing should be a priority”, said.

So far this year, brands have increased their posting frequency on LinkedIn by 10%, reaching an average of 18 posts per month. This increase in the frequency of publications is linked to the increase in engagement and impressions of publications, the expert believes.

Additionally, the average impression rate on LinkedIn has reached 9.50%, with polls leading in terms of number of impressions due to its highly interactive nature, followed by posts with multiple images.

Posts with multiple images and captions Short ones (less than 19 words) have been shown to have the highest engagement highest on LinkedIn. This type of content, being visually attractive and easy to consume, better captures the audience's attention and generates greater interaction, according to the study.

Given the growing potential of LinkedIn, the Digital Director at another underlines the need for companies and brands to make the most of this platform, especially when they can partner with agencies with experts in these topics that implement marketing strategies that require a specialized approach to maximize impact.