Speak snapshot: what the logistics and delivery sector is distributing on LinkedIn
How has the logistics and delivery sector approached LinkedIn content over the holiday period? Our latest snapshot explores which topics, themes and formats have been most popular in the industry. Find out how your own organisation’s strategy compares.
Our regular stats-driven snapshots explore how brands are connecting with their audiences on LinkedIn. This holiday season, we focused on the logistics and delivery sector.
Collected over the month of November 2023, our data highlights 177 LinkedIn posts from some of the top logistics and delivery companies, including DPD, Parcelforce and UPS.
Among the 177 posts analysed, single-image was by far the most popular format – but it was multi-image that scooped up the first-place prize for highest engagement rate. This is despite multi-image being only the third most-used format across the month, appearing in just 15 posts.
Exploring the data further, we highlight which themes and topics are dominating these organisations’ LinkedIn channels – and which are receiving the most (and least) engagement.
To find out what these organisations are talking about on the platform, and how your strategy compares, explore the key findings from our latest snapshot report below.
12 takeaways: at a glance
1. On average, each analysed organisation posted around 18 times between 1 and 30 November 2023.
2. The companies with the highest number of posts were Evri (30 posts), Whistl (26) and Fedex (25).
3. Of the 177 LinkedIn posts analysed, the average number of engagements – the sum of likes, comments and reposts divided by the total number of posts – was 264. This marks an 11% decrease in total engagements, compared to posts analysed in our October review of retail sector channels.
4. The two top-performing posts based on overall engagements were both from FedEx, which had the second-highest follower count of the companies surveyed. Their top-performing posts were a multi-image post highlighting how the company had transported pandas (1,852 engagements) and a live-action video post about a charity partnership (1,840). The third best-performing post, a single-image post showcasing a colleague’s career story (1,769), came from UPS, which also had the third-highest follower count.
5. While FedEx led in overall engagements, Yodel had the best performance by average engagement rate – despite having one of the lowest follower counts, suggesting that followers are only as impactful as their interest in your page. The top three brands based on average engagement rate were Yodel (0.4), DPD (0.3) and Whistl (0.2).
6. The top post by engagement rate came from DPD. This was a single-image post focused on a new company office (with an engagement rate of 1.72). Yodel secured the second and third spots in the top three, with a multi-image post marking colleague success at the Women in Tech awards (1.61) and a single-image post announcing Yodel’s expanding partnership with second-hand marketplace Vinted (0.78).
7. Single image was by far the most common format, used in nearly half of all posts (43.5%), followed by live-action video (21.5%). The prevalence of these formats is evidenced by them taking the top spots on the LinkedIn channels tracked in our monthly snapshots so far.
8. Despite the above, the top-performing format by engagement rate was actually multi-image (0.277) – followed closely by single-image posts (0.155) and then posts simply sharing a link (0.139).
9. The content formats that received the lowest scores by engagement rate were slideshows (0.046) and live events (0.049).
10. The most common themes among the surveyed posts centred on the companies’ own business (35.0%), featured employees (33.9%) and were about the companies’ own products (18.6%).
11. The best-performing themes by overall engagements, meanwhile, focused on the companies’ own business (16,303), featured employees (14,278) and spotlighted partnerships (6,041).
12. In the reporting month, DHL had the highest number of followers on LinkedIn (2.1m followers), followed by FedEx (1.7m) and then UPS (1.66m). Those with the fewest followers were Whistl (10,682), Parcelforce (12,880) and Yodel (29,291).
A peek at December
What LinkedIn content drove the logistics and delivery sector in the last month of 2023? And how does your own brand’s holiday season output compare? Unwrap our three key observations below…
Unsurprisingly, Christmas-themed content dominated the brands’ output in December – with the majority of posts covering their own businesses and their services available to deliver orders during the festive season. Kuehne + Nagel was the only company that didn’t mark Christmas on its LinkedIn channel.
Some companies, including DPD and Kuehne + Nagel, took the opportunity to round up their highlights from the year.
There were output decreases compared to November, with certain brands – such as Parcelforce and DPD – posting less across the month.
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.