LinkedIn Trends for 2024

What can we expect to see on LinkedIn this year? What trends will emerge on this platform in terms of content topics and format types?

These are some of the questions we ask ourselves when creating a social media marketing strategy. In the case of LinkedIn, the answers are in the data after analyzing over 1.5 million LinkedIn posts from over 41,000 professional accounts.

The goal? To provide answers to these "big" questions about the platform:

• What's the best time to post on LinkedIn? What is the best day?
• How often does each account type post?
• Do image posts work best on LinkedIn? If not, which content type performs best?
• Are brands utilizing carousels and if so, how are these working?

LinkedIn Study Data

To gather this data, we analyzed those company pages registered in Metricool. We created group classifications per the page's following number to compare the data against each group. These groups consist of "Tiny", "Small", "Medium", "Big", and "Huge" accounts.

We analyzed a total of 1,578,969 posts from these pages which consisted of 719,537 text posts (including posts with polls and links), 579,283 video posts, and 78,522 carousels.

2024 LinkedIn Trends

While we are only a few months into 2024, we can already say carousels are LinkedIn's star content type. According to the extracted data, these post types are the most shared on the platform and generate the highest engagement ratio.

This content also receives the most interactions, ahead of image, video, and text posts. Carousel posts allow for more space to tell a brand story, are visually appealing, and are relatively easy to design, thanks to tools like Canva with thousands of ready-to-use templates.

The number of brands posting carousels clashes with the insights found in the data. Brands are still not taking full advantage of this content, which is the least used format. Going back to the data from the beginning, we analyzed 78,522 carousels.

What is clear is that LinkedIn will continue to be a social network of reference. With this data in hand, we observed high participation across all account types.

LinkedIn continues to be an ideal platform for brands to showcase their expertise and authority on social media.

Do you want the complete study to dive deep into all of the data and refine your LinkedIn marketing strategy?

Download the full 2024 LinkedIn Study here.