Most people who consume professional content on LinkedIn do so to keep up with industry news (78% of respondents) and to discover new ideas within their business area (73%), according to data from a recent survey conducted by LinkedIn.
A significant number also engage with professional content on LinkedIn in order to build relationships with colleagues/clients (62% of respondents say so), enhance their professional reputations (55%), spark conversations (51%), and improve their current job skills (45%).
Below, additional key findings from the report, which was based on data from a survey of 2,701 LinkedIn members in the United States who actively share and consume professional content (i.e., content that is relevant to their jobs or fields).
Popular Content Types
- 77% of respondents read new industry research posted to LinkedIn, and 72% share these sorts of pieces.
- Other popular content types include breaking industry news (68% read, 61% share), case studies (55%, 52%), and career advice (57%, 38%).
Why People Share
- 65% of respondents say they share professional content on LinkedIn to increase their visibility on LinkedIn.
- 64% share content to enhance their professional reputation.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji