LinkedIn is evolving in a way that benefits businesses looking to build genuine connections. The way people interact with content is shifting and, while some traditional metrics appear to be declining, the opportunities for meaningful engagement are actually increasing.
A recent study by Metricool found that total engagement on LinkedIn has risen by nearly 14%, despite a drop in average likes and comments per post. This reflects a broader change in how users are engaging with content on the platform.
An increase in invisible interactions on LinkedIn
More activity is now happening through invisible interactions. People are clicking through to websites, swiping through carousels and spending more time reading posts, without necessarily leaving a visible reaction. Although these actions aren’t the usual likes or comments we’re used to measuring, they are strong indicators of interest. Which makes them well worth paying attention to.
In a B2B context, this shift makes sense. The buying process is rarely immediate or public. Decision-makers are often gathering information and comparing options over time, before making an enquiry. So it makes sense that they might be engaging with content silently, through clicks and time spent reading or watching, but not hitting the like button or leaving behind a comment.
Measuring what matters
Surface-level metrics, like reactions and comments, provide an incomplete picture of performance, especially on a platform like LinkedIn. A post with fewer likes may still be doing its job if it’s driving clicks or supporting the research process behind a future enquiry. It’s worth paying closer attention to metrics such as link clicks, dwell time and carousel engagement. Dwell time, in particular, is becoming increasingly important because it’s prioritised by LinkedIn’s algorithms, which in turn can have a positive effect on your reach. These metrics can provide a more accurate view of whether your content is reaching the right audience and holding their attention.
Focus should be on creating content that supports this more considered form of engagement. Carousels are a useful format, as they encourage users to swipe through and spend more time with your content. Posts that offer insight or useful guidance are also more likely to resonate.
If you haven’t already, it’s worth taking some time to review your LinkedIn analytics. Look beyond likes and comments and consider how people are interacting with your content overall. These insights can help you refine your approach and focus on what’s genuinely working for your business.
If you’re looking to build a LinkedIn strategy that generates enquiries and drives sales, get in touch with us today.
