Magic Trick #38 for you -

B.S. if someone says engagement does not matter.

Because it does.

If you are a biz -
↑ in engagement = ↑ in impressions = ↑ funnel size = ↑ in leads

Now, what factors affect engagement?

There are plenty. But we’ll talk about 4 of them.

1/ Post timing

You have been made a fool if you think your post timing does not affect your engagement.

Your post will do best when your 1st connections are active.

The best time to post is between 8-10 AM local time or the 1-3 PM slot.

How do you decide what local time works for you?

Check your audience and follower-demographic.

If you are in Switzerland, but have an audience in Malaysia - post at the Malaysian local time.

Simultaneously, interact with Swiss audience to build active 1st connections there and then shift in a month or so.

Here’s an example -

Post at 9:00 AM BST vs Post at 5:00 PM BST

There’s a significant drop in engagement.

And you could argue the content is different here in the example but I have done it a 100 times and I can assure you understanding the right post timing plays an important role.

2/ CTAs

Adding a simple CTA increases post-engagement.

Now, if you want someone to subscribe to your newsletter and have added a link to your CTA -

Will this increase your engagement?
NO.

Do this instead - Add another CTA with a question that revolves around your content.

This will push people to write a comment.

The reason?

People mostly skim. And like.
Dropping a comment seems a hassle unless you give them a simpler question to answer.

Any comment will push your content out.

3/ Post length

Fight me on this.

But long posts will rarely do great unless you are already an authority in the field.

Short posts of under 4 lines will do great if its quick-witted or filled with humour.

The best length to work on LinkedIn is in the range of 150-400 words. Roughly under 2200 characters.

Also, well formatted.

It looks easy to the eye. And you feel you will reach the end of the content.

Look at this post -

You can already see the picture in a single scroll.

This makes you want to read the post. Once you have consumed it, you will most probably engage with it.

The post can be a little longer too but no more than 1 screen and 1/4th of the next scroll.

If its longer, people will avoid reading until the end - no matter the hook or the content.

And will probably, not engage.