After exploring the potential of AI in marketing, it’s time to shift gears and talk about social media metrics that truly matter. While follower counts have long been a focus, the real value lies in engagement. This part of our series dives into LinkedIn’s best practices, from precise targeting to thumb-stopping creative, and explores why ‘less is more’ when it comes to impactful content strategies.

LinkedIn Targeting and B2B Marketing: LinkedIn was widely covered throughout the conference. In fact, the social media network had its own exhibit that complemented the sessions. It covered what worked best with paid content and assured us that on LinkedIn, it doesn’t have to be all work and no play. Here are some of the major points that stood out to us:

• Targeting Insights: LinkedIn targeting works best when focused on seniority rather than age or experience. Smaller, more specific audience sizes (20k–100k), drive better spend efficiency! Sometimes, less truly is more.
• Creativity is King: Emotionally resonant, thumb-stopping content significantly improves engagement. Humor, relatability, and storytelling are key drivers, with a 24% increase in engagement seen over a 90-day period when using multiple creative variations.
• Content Strategies: Let’s move on to content strategies. Here is where the “less truly is more” message really hit home.
• Content Isn’t King, Engagement Is: Despite the vast amount of content created daily…4.6 billion pieces a day to be exact…94% of web pages receive no organic traffic. Quality and relevance trump quantity and AI-enhanced blogging and content updates yield more backlinks and organic traffic. Basically, what the pros were focusing on is to take time to produce GREAT pieces that can be amplified across your channels and get engagement vs. pumping out good content that doesn’t really move the needle.
• Short-Form Content Dominates: Platforms like TikTok have driven the shift toward shorter, snappier content. How-to’s, listicles, and content designed to answer specific queries perform best.

Armed with a clearer understanding of why engagement beats follower counts, get ready to dive into part three for the latest on search trends, TikTok and other key takeaways that drive results.

Ashley Kearns

Social Media Director