Study Shows LinkedIn Videos Get 3x The Reach of Text Posts

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LinkedIn’s increasing focus on video content appears to be paying off, providing better engagement and new opportunities for marketers on the platform to reach their audience. 

Since expanding its options for video content, LinkedIn has claimed that videos get five times the engagement of text posts. While a new analysis from AdWeek expert Caroline Giegerich doesn’t quite back up those claims, it does show that videos reach more users – especially if they are short (under 5 minutes) and posted in the morning. 

The Findings

In her 90-day analysis of LinkedIn content, Giegerich found that:

  • Videos consistently get further reach than written posts
  • The lowest-performing video included in the analysis still received nearly triple the impressions of top-performing text posts
  • Videos included in the study averaged around 250,000 views

The top-performing videos were:

  • Under 5 minutes
  • Filmed and uploaded directly to the camera with little-to-no editing
  • Posted in the morning between 9-11 AM EST

Here’s what Giegerich had to say about her videos and posting schedule:

“In terms of the content itself, I keep my videos under 5 minutes and speak directly to the camera about technology in terms everyone can understand to make it accessible.

I also post in the morning between 9 – 11 AM EST. If Gossip Girl covered tech, she’d be me. Over time, I added fun sound effects and captions with Capcut.”

Text Posts Still Have Value

While videos typically reached more users, Giegerich says that they were most effective for “top of funnel” marketing, while text posts were more effective for reaching users further down the sales funnel. 

There are a few reasons this may be. One reason, Giegerich notes, is that text posts were largely shown directly to her network of connections, while videos were more likely to be shown to users outside that network.

As Giegerich says:

“One format is more targeted to my network and the other is being heavily fanned by the LinkedIn algorithm to an audience outside of my immediate network.”

The Takeaway

While video continues to be one of the most powerful content formats to reach users today, Giegerich’s analysis emphasizes that videos aren’t the best option for everything. Both formats provide benefits for most effectively reaching people at different points of the sales journey. If used strategically, both can be useful for initiating potential customers to your business and gradually advancing them towards making a purchase. 

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TikTok Officially Introduces Search Ads

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TikTok is taking advantage of its growing popularity as a search engine with Search Ads designed to seamlessly reach users searching for content on the platform. 

As the company announced this week, it is officially launching Search Ads in the U.S.. While the company has let some select brands place ads on its search results in the past, these ads were limited and more generic. The new, widely available, search ads allow for more customization and are designed to fit in organically with other search results delivered by the platform. 

How TikTok Search Ads Compare To Other Search Ads

TikTok’s Search Ads are unique from those offered by other search engines like Bing and Google in a few ways. 

The most obvious difference is that TikTok’s ads allow for videos to be included in the ads, which makes sense given that the app is largely video-centric. 

Additionally, TikTok’s Search Ads are less distinct from other non-paid content on the app which may make some ad-averse users more likely to engage with the advertisements when they may not engage with search ads on other platforms. 

As a new ad format, the goals you set with these ads are more limited. Currently, only Traffic and Web Conversion goals are available to advertisers, though these will likely fulfill the majority of advertisers needs. 

TikTok’s ads are also highly targeted, allowing you to reach your ideal audience based on traits including demographics, behaviors, and interests. 

Who Is Using TikTok Search?

Increasingly, Gen Z and some Millennials are moving away from established search engines like Google and Bing in favor of those that they feel provide more authentic and relevant results. 

Social-based search engines like TikTok are considered more community-driven and deliver products and content more tailored to users’ specific needs and interests, making them more attractive to younger users. 

What About The TikTok Ban?

While the U.S. Government formally passed legislation that would ban TikTok in the U.S. starting in January, the social app is trying to fight back. The company has asked a federal appeals court to overturn the ban, arguing that banning the app could violate the first-amendment rights of users in the U.S. 

So far, a ruling has not been delivered and it is difficult to gauge what direction the judges overseeing the case might be leaning based on their statements in court. However, the justices did seem empathetic to the fact that millions of Americans use the app to express their thoughts and feelings every day.

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Instagram Introduces New ‘Sends Per Reach’ Ranking Signal

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Instagram has significantly shifted how it ranks content across the platform. Head of Instagram, Adam Mosseri recently revealed that the platform has created a new ranking signal that measures the sends per reach content receives.

Sends per reach measures the number of times people share posts with friends through direct messages compared to the total number of viewers that content sees. The more people who share, the more likely the content is to be shown to other users. 

With this in mind, Mosseri encourages profiles to create content that people want to share with friends and family to improve their overall reach.

Here’s Mosseri’s full statement from a recent Instagram reel:

“Some advice: One of the most important signals we use in ranking is sends per reach. So out of all the people who saw your video or photo, how many of them sent it to a friend in a DM? At Instagram we’re trying to be a place where people can be creative, but in a way that brings people together.

We want to not only be a place where you passively consume content, but where you discover things you want to tell your friends about.

A reel that made you laugh so hard you want to send it to your brother or sister. Or a soccer highlight that blew your mind and you want to send it to another fan. That kind of thing.

So, don’t force it as a creator. But if you can, think about making content that people would want to send to a friend, or to someone they care about.”

Overall, this shouldn’t be a major shakeup for content creators. The path to the largest reach on social media has always been through creating and post shareable content that draws engagement. 

That said, this is something to keep in mind – especially if your Instagram reach has been declining lately. 

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TikTok Tests Allowing Users to Share Hour-Long Videos

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Despite facing a ban in the United States in the coming months, TikTok continues to expand its features and content options, including longer and longer videos. 

After already extending video lengths to up to 30 minutes earlier this year, TikTok is now testing allowing users to upload and share hour-long videos without forcing creators to split long-form content into multiple parts.

More Than Short Clips

TikTok made its name by starting out with bite-size videos that were just 15 seconds long. As time has passed, the platform has consistently increased these limits to allow for more types of content. 

With the content on the platform gradually becoming more varied, the number of creators having to work around the length limitations has grown. This move gives creators more flexibility to provide long-form content such as cooking demos, beauty tutorials, and educational lessons without breaking up the flow of their content. 

What This Means For Brands

Along with allowing for more flexibility when uploading branded content, this move will potentially allow for more advertising options such as pre-roll and mid-roll ads. 

At the moment, however, TikTok remains quiet on what type of ad formats it may allow with these long-form videos. 

Still Just a Test

Hour-long videos are currently just being tested and are only accessible to a limited number of users. Currently, the company has “no plans” for a wider rollout. Given the reception of previous tests to increase video lengths, however, this is one test we expect to see become available to the general public before too long.

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What’s The Deal With TikTok and Congress?

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This week, the United States House of Representatives overwhelmingly voted to ban TikTok unless its owner, Chinese company ByteDance, gives us control of the company.

While this does not mean the wildly popular social network is banned yet, it raises the heat on a long-brewing showdown between Congress and TikTok. Let’s explore why Congress is so concerned with TikTok, where the platform stands currently, and what will happen next.

Why Congress Wants To Ban TikTok

Since it started getting popular in the US, politicians have expressed concern about potential security issues that could put information on US citizens in the hands of the Chinese government. 

During Trump’s administration, the former president repeatedly railed against the company and pushed for it to be banned. (The former president has now switched his stance and opposes any efforts to ban TikTok following a closed-doors meeting with a major Republican donor who is also a ByteDance stakeholder.)

Since TikTok is owned by ByteDance, which is based in Beijing, the app is subject to Chinese law. Most notably, it is required to give over any information requested by the government, including data on American users.

What Happens If The Bill Becomes Law?

If signed into law, ByteDance would have six months to divest its ownership of the platform. However, ByteDance would need permission from the Chinese government to go through with selling the platform and China has stated it will oppose any sale of the platform forced by foreign governments. 

If ByteDance does not divest its ownership of TikTok, the platform will become inaccessible through US servers and will not be allowed on app stores for devices. 

This would be a major hit for brands in the US who market to Gen Z, given that the platform draws in primarily younger users and creates a unique opportunity for advertisers to reach this generation where they are most receptive. 

What’s Next?

Although the House overwhelmingly passed the bill, it faces a less certain future in the Senate. Members from both sides of the aisle have expressed concern for a variety of reasons. 

Notably, some warn about potentially increasing tensions between the US and China, while some Democrats have also expressed worry about losing influence among younger votes – especially ahead of a major election. 

Ultimately, we will have to wait and watch as the Senate has yet to schedule a vote on the bill. If it is passed through the Senate, President Joe Biden has already said he intends to sign the bill into law.

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Apple Wants To Charge You To Boost Facebook and Instagram Posts

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Apple is poised to attach a fee when advertisers boost posts on Facebook or Instagram iOS apps, but Meta is offering a loophole.

Apple’s Plans To Charge For Boosted Posts

Starting later this month, Apple will begin handling billing when advertisers use the Facebook or Instagram iOS apps to boost their posts. This isn’t just a change in billing processors though. When Apple handles billing for online transactions, they attach a 30% fee on the total payment (excluding taxes). 

Since the iOS Facebook and Instagram apps often include exclusive features and new features before the Android or desktop versions of the platform, this could potentially mean Apple would be charging advertisers for access to these features.

Additionally, when Apple takes over billing it will change how advertisers pay for boosting posts. Instead of being charged after the boosted post has run, brands using iOS apps will be forced to pay upfront using prepaid funds added to their account. 

Meta Offers A Way Around Apple’s Hurdles and Fees

Thankfully, Facebook and Instagram’s parent company, Meta, has provided a way for advertisers to avoid these changes by ensuring all the features available in their iOS apps are also available in browsers and on desktop devices. 

This means that advertisers can avoid the fees, even when using iOS devices, by boosting their posts through their browser instead of the native app. 

As Meta said in the announcement:

We are required to either comply with Apple’s guidelines, or remove boosted posts from our apps. We do not want to remove the ability to boost posts, as this would hurt small businesses by making the feature less discoverable and potentially deprive them of a valuable way to promote their business.

We are committed to offering businesses flexible and convenient options to help them navigate this change and maximize the results of their ad spend. As part of our efforts to do this, we have invested in alternative ways to boost posts.

Specifically, advertisers can access Facebook.com and Instagram.com on both desktop computers or a mobile web browser to boost their content. When doing this, they will have all the same features as boosting posts from the iOS apps, except now they will avoid the Apple service charge.

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New Social Media Survey Gives Insights To Reach Your Audience

A new nationwide survey conducted by the Pew Research Center shows that YouTube and Facebook may still be the most widely used social media platforms by adults, but TikTok is continuing to grow significantly.

Based on the survey results, YouTube and Facebook remain the most widely used social media platforms across the US. More than three-fourths of American adults (87%) reported using YouTube, with 68% saying they used Facebook.

Most other platforms have retained approximately the same level of usage from past surveys, with the largest (Instagram) seeing use from around 50% of adults.

TikTok, however, saw a jump from 21% of US adults using it in 2021 to 33% of adults in the latest survey.

Age Continues to Influence Social Media Use

Just as in past surveys, Pew found notable differences in social media use depending on age.
For example, adults under the age of 30 were significantly more likely to say they used Instagram, Snapchat, and TikTok compared to older adults.

YouTube and Facebook, however, were more likely to be used by adults of all ages – leading to their overall dominance. At the same time, Pew noted that both platforms were still more likely to be used by younger adults than older respondents.

Demographics Also Influenced Social Media Usage

  • Along with age, the Pew survey identified notable differences in the demographics that used each platform:
  • Instagram: More usage among Hispanic and Asian adults, women, and people with some college education.
  • TikTok: Increased usage rates among Hispanic adults and women.
  • LinkedIn: Most widely used among Americans with higher educational attainment.
  • Twitter (now “X”): More likely to be used by those with higher household incomes.
  • Pinterest: Still most popular among women.
  • WhatsApp: Receives more usage by Hispanic and Asian adults.

Why It Matters

As a business, you must know where to reach your audience where they are already spending time. When scrolling social media, adults tend to be more likely to engage with branded content, connect with unfamiliar brands, and discover products that they will later purchase. By making sure you’re there when your ideal audience logs on, you can give yourself the best chance to turn strangers into followers and followers into customers.

For more insights you can use to target your audience on social media, check out the full Pew report here.

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LinkedIn Launches Sponsored Articles For Brands

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LinkedIn is introducing a new feature called Sponsored Articles that allows brands to turn articles they publish on the site into ads that will reach wider audiences.

The goal is to provide a way for users to engage with sponsored content without having to leave the site or interrupt their experience.

Though it is already available to most business accounts, the company said some brands may not have access quite yet. 

As it rolls out, LinkedIn admins for business accounts will start seeing the option to promote their post on eligible content. If selected, brands can also opt to gate their content with a CTA like “Unlock Article”.

While some have suggested the new feature is similar to others on the site, such as lead generation ads, a statement from the company said Sponsored Articles have many unique benefits.

Baptiste Beauvisage, Lead Client Solutions Manager at LinkedIn, highlighted these particular benefits that Sponsored Articles will give brands.

  • “You can use the content you already have on your LinkedIn page.”
  • “Sponsored posts are more viral than a blog article hosted externally.”
  • “You can have all the comments from logged-in members on the article directly.”
  • “There is a better UX.”
  • “You can drive leads without sending users off Linkedin to consult your article.”

Though the feature is currently limited to business accounts, the company is working to bring it to entrepreneurs and others across the site. It is also looking to expand Sponsored Articles with new features and functionalities that may make it more versatile for brands.

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TikTok Continues to Become a Search Engine Alternative

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New research from Adobe indicates that more and more people are turning to TikTok to find information, music, recipes, and other things we used to rely on traditional search engines for. 

Analysts have increasingly been noticing that a growing number of people have been using TikTok as not just a social network but as an alternative to search engines like Google and Bing. 

This latest study, which surveyed over 800 consumers and 250 business owners, emphasizes that this trend is accelerating and that brands that are taking advantage of this shift are increasingly being rewarded.

Younger Audiences Are Drawn To TikTok as a Search Engine

Overall, the research shows that 40% of consumers regularly use TikTok to search for topics and information. Unsurprisingly, this trend skews heavily toward younger users.

Gen Z in particular has been driving this trend, with 64% using TikTok for search. 

Millennials have also been adopting this behavior, with almost half (49%) of millennial consumers using TikTok as a search engine. 

Interestingly, TikTok searchers aren’t looking for any particular type of information. Instead, they are looking up a variety of topics including cooking recipes, music, fashion, and DIY ideas. 

While TikTok users are increasingly seeing the platform as a way to find information, they aren’t quite giving up Google yet. Only 10% of Gen Z users said they preferred TikTok over traditional search engines. 

How Businesses Are Responding

As more businesses take note of the popularity of TikTok and its viability as a search engine, more are investing their time and marketing budget to promote their brands. 

The survey found that approximately half of businesses are using TikTok to promote their products and services, averaging 9 posts per month. 

As part of their marketing efforts, many of these brands (approximately 25% of small businesses surveyed) are partnering up with influencers to better reach their audience on the platform. 

When it comes to what type of content these brands are creating, the obvious lead was creative tangential content (43%), followed by product reviews (36%), and instructional videos (35%).

Why This Matters To Your Business

TikTok has proven it is here to stay, consistently increasing its already large user base and diversifying its options for brands to market and advertise on the platform. It is no surprise that users are finding surprising ways to use the platform as it has evolved and these shifts introduce opportunities for brands that are quick to take advantage of them. 

If your brand’s audience tends to be Millenials or Gen Z, we strongly recommend investing in establishing your presence on the site and optimizing your content for its search engine. If you act now, there’s a chance you’ll reach a large number of people before your competitors have a chance. 

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Threads Gets Its Own Version of Hashtags

Meta’s Twitter replacement, Threads, has added a new way to sort and explore content called “topic tags”. 

Similar to hashtags, these topic tags improve search functionality and make it easier to find new voices and brands to follow on Threads. 

This can help brands connect with their audience and keep in touch with the latest content trends on the platform.

What’s The Difference Between Threads Topic Tags and Hashtags?

At first glance, topic tags might seem like a superficial twist on hashtags but there are some key differences that may make topic tags more intuitive and natural to use. 

These differences include:

  • Topic tags do not require the use of a # symbol when adding tags
  • Topic tags support the use of spaces in phrases
  • Topic tags can include special characters
  • Only one topic tag can be added to each post

In a message posted to Threads, Instagram boss Adam Mosseri said topic tags are “a great way to connect with people who are interested in the topics that you are talking about.”

“For everyone, it’s a great way to dive deeper into your interests. This is just one step on a much longer path to building a space that really fosters healthy conversation.”

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