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Posts, updates, blogs, articles, status, Tweets (RIP) - there are many different ways to be active on social media. On LinkedIn, you're mainly picking between articles and posts.
While they share some similarities, there are distinct differences between the two. In this comprehensive guide, we'll explore these differences and when to use each type of content for maximum impact on your LinkedIn presence.
I. LinkedIn Posts: Real-time Engagement with Your Network
LinkedIn posts are short-form updates or messages that allow you to quickly share insights, news, and questions with your network. They are similar to status updates, allowing you to communicate your thoughts concisely.
Here are the key characteristics of LinkedIn posts:
A. Character Limit
LinkedIn posts are designed to be brief and to the point. They have a character limit of 1,300, providing a concise format for sharing information with your network.
B. Formatting
Posts can contain a variety of content types, including text, images, videos, links, and hashtags. This flexibility allows you to enhance your message and engage your audience in different ways.
C. Visibility and Lifespan
LinkedIn posts are displayed in the main feed of your connections and followers. They are designed for real-time engagement and tend to have a shorter lifespan as newer content pushes them down the feed.
However, they can still be accessed through your profile and are an effective way to start discussions and solicit feedback from your network.
D. Purpose and Style
LinkedIn posts are ideal for quick updates, sharing news and insights or asking questions.
Posts encourage immediate and interactive engagement, with likes, comments, and shares playing a significant role in increasing visibility and reach.
E. Creation and Editing
Creating a LinkedIn post is a straightforward process. You can compose a post directly in the LinkedIn news feed or use the LinkedIn mobile app.
You have the option to include media and format the text. Editing posts is also relatively easy, allowing you to refine or update the content even after publishing.
II. LinkedIn Articles: In-depth Discussions and Thought Leadership
LinkedIn articles, previously known as "LinkedIn Pulse Articles," offer a long-form content option. They allow you to delve deeper into topics, share comprehensive insights, and establish yourself as a thought leader.
Here are the key characteristics of LinkedIn articles:
A. Character Limit
LinkedIn articles are akin to blog posts or articles you might find on a website. They provide an opportunity for more in-depth discussions, analysis, and storytelling.
Unlike posts, articles have a character limit of 125,000, enabling you to comprehensively showcase your knowledge.
B. Formatting
Articles have more formatting options, such as headings, body text, and dividers. You can incorporate multimedia elements to enrich your article and make it visually appealing.
C. Visibility and Discovery
LinkedIn articles have a dedicated space within your profile called the "Articles" section. They have a more permanent presence and can be discovered through search, making them accessible to a wider audience beyond your immediate network.
This increased visibility can help establish your professional authority and attract new connections.
D. Purpose and Style
LinkedIn articles are best suited for thought leadership, in-depth analyses, opinion pieces, or showcasing industry expertise. They allow you to tell a story, share valuable insights, and establish yourself as a knowledgeable authority in your field.
Articles provide an opportunity to demonstrate your expertise and engage with a broader audience.
E. Creation and Editing
Creating a LinkedIn article requires a separate process. To begin, you need to access the "Write an Article" feature on your LinkedIn profile.
Once published, articles become static pieces of content that cannot be edited directly. However, you have the option to unpublish an article, make edits, and then republish the updated version.
III. Are Articles or Posts Right for You?
The most important rule for increasing your online visibility and building your personal brand is quality and consistency.
Pick the format that best fits your personal brand, expertise, and mirrors the way in which you add value in a role.
For example, senior leaders are hired for their strategic guidance and relevant expertise, so long-format articles are a great way to demonstrate what sets you apart as a leader.
By strategically using both types of content, you can maximise your reach, establish your professional authority, and build an impactful personal brand on LinkedIn.
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