Speak snapshot: new insights into your peers’ LinkedIn strategies
We’re back with fresh findings on the ways that top firms in sectors ranging from pharmaceutical to oil and gas are approaching content on LinkedIn. Scour our August snapshot to find out what your competitors are talking about on the social media channel, which formats they are using and who is coming out ahead – and benchmark the latest data against your own brand’s strategy
2.7 million: that’s how many companies post on LinkedIn at least every single week. So if you want your brand’s channel to stand out and capture audiences’ attention, you have your work cut out for you.
Luckily, we’ve done the bulk of the work for you. Our latest snapshot report offers a straightforward overview of the ways that some of the biggest brands are approaching content on this social media channel – and which strategies are coming out on top.
Collected over the month of August 2023, the data highlights more than 470 posts from 30 companies in a range of sectors – from pharmaceutical to retail – including HSBC, Anglo American, Diageo and Tesco.
We analysed the topics, formats, posting frequencies and overall engagements of these influential companies, and highlighted the approaches that were getting the most (and least) engagement.
To find out what other brands are up to on LinkedIn – and how your strategy compares – explore the key findings from our latest snapshot report below.
10 takeaways: at a glance
1. On average, the companies in the report posted around 15 times between 1 and 31 August 2023.
2. The organisations with the highest number of total posts in the reporting period included London Stock Exchange (LSE) with 58 posts, business services company Experian (40) and consumer goods brand Unilever (40).
3. Of the nearly 500 LinkedIn posts analysed, the average number of engagements – the sum of likes, comments and reposts – was 487 per post.
4. The top three brands based on the average engagement rate were consumer healthcare company Haleon (0.68), construction supplier CRH (0.63) and sports betting and gambling firm Flutter Entertainment (0.6). Prudential, Glencore and Ashtead tied for the lowest average rate of 0.0, which is unsurprising given that the three organisations were inactive on LinkedIn in August.
5. The top-performing post based on overall engagements was when HSBC shared the bank’s financial results from the first half of the year (8,280 engagements). This was closely followed by a Unilever post that discussed essential career skills (7,890) and a Barclays post that shared the evolution of its logo (6,038).
6. The most commonly used formats among the surveyed companies were single image (37.5% of all formats) and live-action video (31.3%).
7. The top format by engagement rate was multi-image (0.19), followed by live-action video (0.12) and then slideshow (0.1). The content formats that received the lowest engagement scores were polls (0.01), text-only posts (0.02) and live LinkedIn event coverage (0.04).
8. The most common themes among the surveyed posts centred on employees (10.5% of all posts), the companies’ own products (10.3%) and careers-related content (8.9%).
9. The highest-performing themes by overall engagements, meanwhile, focused on careers (6,002 engagements), employees (4,374) and employer branding (4,284).
10. In the reporting month, Unilever had the highest number of followers on LinkedIn (19.5m followers), followed by oil and gas company Shell (6.7m) and then pharmaceutical firm GSK (3.8m). Those with the fewest followers included equipment rental brand Ashtead Group (848), commodity company Glencore (10,422) and Flutter Entertainment (33,861).
To access data from the full snapshot report, enquire about bespoke data reporting or find out how to improve your brand’s content engagement, contact Gabrielle from our client services team at gabriellebridle@speakmedia.co.uk or on LinkedIn.