PR Lessons From The Most-Shared Linkedin Posts

Creating highly shareable content on LinkedIn has become a cornerstone of successful PR strategies. Data from LinkedIn shows that posts with high engagement can reach 10x more people than those with minimal interaction. PR professionals who master LinkedIn’s content dynamics gain significant advantages in building brand awareness and credibility. According to recent studies, LinkedIn drives more than 50% of all social traffic to B2B websites and blogs, making it the most impactful platform for PR professionals targeting business audiences. Understanding the mechanics behind the most-shared LinkedIn posts helps communicators craft content that resonates with their target audience and achieves meaningful business outcomes.

The Art of Structuring LinkedIn Posts for Maximum Impact

The foundation of a successful LinkedIn PR strategy lies in how posts are structured. Research from LinkedIn’s internal data reveals that posts with clear formatting and compelling storytelling receive 2-3x more engagement than poorly structured content. A study by HubSpot found that posts with 1,200-2,000 characters get the highest engagement rates, showing the importance of finding the right length for your message.

Multi-image posts perform particularly well, generating 1.5x more engagement than single-image posts. For example, when Microsoft shared a series of images highlighting their sustainability initiatives, the post received 150% more shares than their average content. This success demonstrates how visual storytelling can amplify your message.

Video content continues to dominate engagement metrics. LinkedIn reports that users are 20x more likely to share a video post than any other type of content. When crafting video content, keep it under 3 minutes – data shows that 85% of videos that perform best on LinkedIn are 3 minutes or less.

Document-style posts, such as SlideShare presentations or PDF downloads, generate 3x more clicks than standard text posts. These formats work well for detailed insights, industry reports, or step-by-step guides that provide tangible value to your audience.

Timing and Frequency: Finding Your Rhythm

Posting frequency plays a critical role in maintaining visibility and engagement. According to LinkedIn’s own research, companies that post weekly see a 2x increase in engagement compared to those posting monthly. However, posting more than once per day can lead to diminishing returns, with engagement rates dropping by up to 30%.

The best times to post vary by industry and audience, but general patterns emerge from the data. LinkedIn’s engagement metrics show that:

• Tuesday through Thursday receive the highest engagement
• Posts published between 8am-10am and 4pm-6pm perform best
• Morning posts (before 11am) receive 30% more engagement than afternoon posts

A study by Sprout Social found that Wednesday at 9am and Thursday at 1pm consistently show the highest engagement rates across industries. However, these times should serve as starting points rather than rigid rules. Monitor your own analytics to identify when your specific audience is most active.

Strategic Content Mix for PR Success

Developing an effective content mix requires balancing different types of posts to maintain audience interest while achieving PR objectives. Research from the Content Marketing Institute shows that a balanced approach using the “rule of thirds” generates the most consistent engagement:

One-third should focus on your company’s news and updates. This includes product launches, company milestones, and organizational announcements. These posts establish your brand’s presence and keep stakeholders informed about important developments.

Another third should showcase your company culture and people. Employee spotlights, behind-the-scenes content, and workplace initiatives humanize your brand. According to LinkedIn, posts featuring employee stories receive 2x more engagement than generic company updates.

The final third should offer industry insights and thought leadership. Share market trends, expert analysis, and valuable perspectives that position your brand as a knowledge leader. Data shows that thought leadership content generates 9x more engagement than product-focused posts.

Leveraging Employee Advocacy and Leadership Voices

Employee advocacy programs significantly amplify PR efforts on LinkedIn. Research from LinkedIn shows that employee shares reach 561% further than the same content shared through company pages. When employees share content, it receives 8x more engagement than content shared by brand channels.

Leadership participation particularly impacts engagement. Posts from company executives receive 3x more engagement than the same content shared by the company page. This effect multiplies when leaders actively engage with comments and participate in discussions.

To implement successful employee advocacy:

• Provide clear guidelines and training on content sharing
• Make it easy for employees to access and share approved content
• Recognize and reward active participants
• Encourage authentic personal perspectives alongside company messages

Advanced Tactics for Expanding Reach

Beyond basic posting strategies, several tactical approaches can significantly increase content reach. Hashtag usage, when done strategically, can increase post visibility by up to 40%. LinkedIn recommends using 3-5 relevant hashtags per post, with a mix of broad and niche terms.

Cross-promotion through other channels proves highly effective. Companies that promote their LinkedIn content through email newsletters see a 37% increase in post engagement. Internal communication channels like Slack or Microsoft Teams can boost employee engagement with company content by 45%.

Tagging relevant individuals or companies should be strategic and meaningful. Random tagging can reduce engagement by 20%, while relevant tags can increase visibility by up to 50%.

Conclusion

Success on LinkedIn requires a systematic approach to content creation and distribution. Focus on creating well-structured posts that provide real value to your audience. Maintain consistent posting schedules aligned with your audience’s active times. Balance your content mix between company news, culture, and thought leadership. Activate your employee base as authentic brand advocates. Finally, implement tactical best practices to expand your content’s reach.

Start by auditing your current LinkedIn strategy against these benchmarks. Identify gaps in your approach and prioritize improvements based on your specific PR goals. Remember that building LinkedIn engagement is a marathon, not a sprint – consistent application of these practices over time yields the best results.