“My written posts dominate the top three spots for engagement, even though my video posts drive significantly more awareness. For example, my top-written post by engagement drove 68 times fewer impressions than my lowest-performing video post.”
Based on her testing, text posts received more targeted distribution to her connections, while videos were recommended to people outside her network.
Giegerich adds:
“One format is more targeted to my network and the other is being heavily fanned by the LinkedIn algorithm to an audience outside of my immediate network.”
Limited Monetization Opportunities
The study highlights LinkedIn’s limited monetization options compared to its competitors:
The current program offers sponsored posts and consulting opportunities.
The creator accelerator program is restricted to only 100 participants, selected in 2022.
The platform lags behind TikTok and Instagram when providing incentives for creators.
What This Means
LinkedIn’s algorithm tends to favor video, but Giegerich’s research highlights that video and text serve different roles.
Video posts excel at broad awareness and can achieve higher impression counts, though their performance is often unpredictable.
In contrast, written posts foster stronger engagement within established networks.
For marketers, Giegerich suggests a balanced approach: use video for visibility and maintain written posts for engagement.
Featured Image: JarTee/Shutterstock