Adapting to LinkedIn’s Evolving Social Environment: A/B Testing Insights

Hey everyone! I wanted to share some interesting findings from a recent A/B test we conducted on LinkedIn. I was inspired by a post from Katie Street to "Re-bloody post it!"

As a B2B marketer, we at Formidium rely heavily on LinkedIn for Marketing as a vital channel to connect with our customer base. So, we’re always looking for ways to optimize our social media strategy, and this test gave us some valuable, if unexpected, insights. With LinkedIn’s new format update, we decided to test two different image link displays:

The Experiment

We posted the same link to a video where I asked Rakesh Kumar Formidium's CTO, some questions about the recent CrowdStrike incident that caused the Blue Screen of Death across computers worldwide.

1. Format A: A small thumbnail image.

2. Format B: A full-size image.

The Results

Format A (Small Thumbnail Image)

Impressions: 1865

Engagements: 141

Engagement Rate: 7.56%

Clicks: 84

Click-Through Rate: 4.5%

Reactions: 53

Reposts: 4

Format B (Full-Size Image)

Impressions: 829

Engagements: 75

Engagement Rate: 9.05%

Clicks: 48

Click-Through Rate: 5.79%

Reactions: 24

Reposts: 3

Key Takeaways

1. Visibility Matters: Despite what we might think, the smaller thumbnail image actually got more impressions and engagements than the full-size image. Sometimes, less really is more when it comes to grabbing attention in a busy feed.

2. Engagement Rate vs. Volume: Even though the engagement rate was higher for the full-size image, the small thumbnail had more total engagements. It seems more impressions can lead to more overall interactions.

3. Click-Through Dynamics: The full-size image had a higher click-through rate, but the small thumbnail had more total clicks. It’s a balancing act between reach and efficiency.

Adapting to LinkedIn’s Social Environment

Here are some tips based on our findings that might help you optimize your LinkedIn posts:

1. Experiment with Formats: Don’t assume bigger is always better. Try out different image sizes and formats to see what works best for your audience.

2. Keep an Eye on Metrics: Look at both relative (engagement rate, click-through rate) and absolute (impressions, clicks, reactions) metrics to get a full picture of your post’s performance.

3. Regular A/B Testing: Make A/B testing a regular part of your strategy. LinkedIn’s algorithms and user behavior are always changing, so stay on your toes.

4. Subtle Can Be Powerful: Sometimes, a more understated approach can stand out in a feed full of bold posts. Don’t be afraid to try subtler imagery and messaging.

Conclusion

The LinkedIn landscape is always shifting, and staying flexible is key. Our A/B test challenged some of our assumptions and provided valuable insights. By continuously learning and adapting, we can engage more effectively with our audience.

I’d love to hear your thoughts and experiences with LinkedIn’s new formats. Have you tried any A/B tests recently? Let’s keep the conversation going and learn from each other!

##LinkedInMarketing #SocialMediaStrategy #ABTesting #DigitalMarketing #B2BMarketing #MarketingInsights #ContentStrategy #SocialMediaTips #EngagementMetrics #MarketingTrends #Formidium