1. Make titles between 40 and 49 characters long
According to research, articles with 40 characters in the title, for example, were viewed, on average, 17,240 times, while titles with 70 characters had approximately 12,300 views on average. A variation of more than 30%
By the way, the title of this article is 49 characters long.
Now, see that the difference in views of titles with 30 or 60 characters is not that big. Therefore, although the research finding may make sense, I tend to conclude that the difference in average views is not directly related to the number of characters, but to the fact that with more characters you can better elaborate your title and create a more attractive call.
So, I suggest that you worry about making your titles well and that means knowing how to create a title that arouses interest and curiosity or signals the resolution of a problem, Above all that works as bait to attract the attention of those who are browsing. On how to make an attractive title, see tip 4 below. Now, given these principles, you can worry about not making it too small or too big. To do this, use the graph parameters.
2. Make your LinkedIn articles using images. 8 seems to be the magic number.
The graph above is really impressive. See the difference in performance between an article with 8 images with 57 thousand views, on average, to an article with no images (6,400 views) or up to 11 images (33,500 views)
Why did 8 images make such a big difference in the number of likes, views, and comments? Again I suspect it’s not really magic with the number 8, but with the size of the article.
As you will see in tip 6 below, the most read articles are, in general, longer, and in these cases, it is worth including images, illustrations, or photos throughout the article to create lightness and ease of reading. Therefore, I believe there is a relationship between the number of images and the size of the article. In other words, if your article is very short, there is no point in increasing the number of images just to increase views.
The learning here is: take the time to include the visual aspect in your articles and, if it is large enough, include up to 8 images. Note that, if you include at least one image, the article tends to double the number of views.
3. Do not include videos or other multimedia content formats in your articles
If images help reading, it seems that offering content formats other than text has the opposite effect on average views. In the graph above, the average number of views can be cut in half if you include three videos throughout the article. The result seems to make a lot of sense.
Reading an article requires time, attention, focus, and interest. If, in addition to the text, the article contains another video, another presentation, or another PDF, I imagine that this will discourage the reader, as they will have the feeling that merely reading the text will not be enough.
If you include video content it is because the reader will have to consume the video too and this will take more time. Therefore, he may be tempted to read it later with more time.
Furthermore, LinkedIn has no interest in encouraging its users to consume other content outside the platform, such as a YouTube video, a TED talk, or a Slideshare presentation. Although it is not possible to prove the effect of this practice on articles, we know that content from other platforms tends to reduce the distribution of articles and posts.
4. Use “how to” or “a to-do list” in article titles.
The title of a post or article is one of the most important parts of the content. As I already mentioned, it needs to arouse emotion, interest, or curiosity. Here in the research, two points were highlighted.
5. Include subheadings throughout your article.
This research result also makes sense. A long article without any internal divisions tends to be more exhausting to read. When we include sections or subtitles, reading becomes more pleasurable. The chart below shows the impact of the number of subheadings. 5 or 9 subheadings seem to stand out in the highest average views.
6. People like to read longer content in articles. Between 1,900 to 2,000 words.
We have a big difference in visibility depending on the number of words used in each article. People often believe that content needs to be short because no one likes reading anymore. The expression “textão” was coined to refer to texts considered long on social networks.
However, the fact is that people know that an article is deeper content, and if the content has value, people will read it no matter how long. In fact, if they are interested, they will like it even more if it has depth. My most visible article is the longest one.
7. Don’t leave your audience emotionally altered
According to the analysis of the articles, those that had a more emotionally neutral tone had more views than those that could be classified as emotionally positive or negative.
Here I am more cautious in carrying out an analysis. As you write about a topic, using an emotionally stronger tone, whether positive or negative, you begin to enter the realm of passionate defenses of a particular cause or ideological position. It may be your intention and, in this case, there is nothing to change, as long as you are aware that you may be stirring up controversy with your article.
However, a more balanced and reasonably considered tone, emotionally speaking, tends to be read by a larger group of people, even those who have different positions than yours.
8. Make content that an 11-year-old can understand
Your text needs to be easy to read. That simple. Refined texts will have fewer readers. The graph below shows the categorization of reading ease and viewing average. Easy-to-read texts stand out with an average of 20 thousand views. If you are not an STF minister, make it an easy read.
9. Promote your article on Twitter
As no network, in general, likes its users to share content generated or published on other networks, Twitter ends up becoming the network where the opposite is the rule. As it is a news network par excellence, widely used by journalists,
Twitter works well with links from other networks. That’s why LinkedIn itself encourages you to connect your Twitter account at the end of the process of publishing any article. Take advantage of this integration and publish on both networks. Remember that Twitter will cut off your text in the first few characters, so try to be careful with the first few words.
10. Apparently the best day to publish is Thursday.
According to the graph below, the research indicated that Monday and Thursday are days where articles will have greater visibility on average. Friday seems to be the worst. What is the reason for this result?
I have no way of verifying my analysis, but when looking at this result, I imagined that perhaps on Monday, as we were returning from the weekend, we would still find some time to read an article and catch up with new information.
This time becomes scarce throughout the week until Thursday we take a breather and read a new article again. Then, on Friday, we are ready to rest. If something looks really good, we’ll come back to the article on Saturday. We’ll be back for a new round the other Monday.
As I said, this explanation of mine cannot be proven, it is just speculation. Is this the best explanation for this graph? I don’t know. Feel free to give your explanation in the comments at the end of the reading. Visit our site