LinkedIn’s formula is simple: engaging content equals presence and opportunities.
The platform just released a report on the most shared content in 2022, and it may help you get a better understanding of what attracts LinkedIn users.
… It’s not career updates: LinkedIn says the past year “accelerated a massive cultural metamorphosis.” The top content pieces dealt with permanently changed private and work lives.
The 23 most shared articles were divided into five categories:
- Adjusting to the new reality of remote work, where users discussed the pros, cons, and future of working remotely.
- The changing state of work culture, mostly influenced by the pandemic where new values were emphasized, including work life balance, inclusivity, diversity, and more.
- An ongoing pandemic, with the most-shared articles on this topic being more “forward looking and philosophical” than previous year.
- Empathy and leadership, especially content that focused on the importance of kind, empathetic, and capable leaders.
- Opinions from thought leaders, especially from globally recognized people like Bill Gates, or industry leaders.
You can see the individual top-shared pieces in the article.
Why we care: Content marketers and advertisers could use these 23 articles as a benchmark for engineering campaigns that would resonate with the overall LinkedIn audience.
One thing is clear: hyping your own accomplishments didn’t make the list. So if you really want to stand out, touch on important causes and share value.
Alex Lim
Alex Lim is a certified book reviewer and editor with over 10 years of experience in the publishing industry. He has reviewed hundreds of books for reputable magazines and websites, such as The New York Times, The Guardian, and Goodreads. Alex has a master’s degree in comparative literature from Harvard University and a PhD in literary criticism from Oxford University. He is also the author of several acclaimed books on literary theory and analysis, such as The Art of Reading and How to Write a Book Review. Alex lives in London, England with his wife and two children. You can contact him at [email protected] or follow him on Website | Twitter | Facebook
