LinkedIn, the professional networking platform, offers a variety of post types to help law firms keep their audience engaged. LinkedIn provides a valuable platform for lawyers to build relationships, showcase experience, and gain valuable insights into their industry and potential clients. Utilizing effective LinkedIn strategies for law firms can ensure that your presence on this platform is optimized for maximum engagement and reach.
Types of Posts on LinkedIn
1. Text-only Posts
Text-only posts rely solely on written content to convey a message. These posts can be particularly effective for driving engagement when posing questions, sharing insights, or summarizing key points.
Character Limits: Up to 1300 characters and no imagery (except emojis).
Why Use Them?
- Engagement: Text posts can encourage comments and interactions, especially when asking questions or sharing thought-provoking content.
Best Practices
- Keep It Concise: Avoid large blocks of text to maintain readability, especially on mobile devices.
- Engaging Start: Ensure the first sentence is compelling to encourage people to keep reading.
- Use Emojis: Add personality and visual interest to your text posts when appropriate.
2. Single-Image Posts
Single-image posts include a photo, screenshot, infographic, or other visual content, often accompanied by text.
Image Dimensions: 1200 x 627px (minimum) to 1920 x 1080px (maximum)
Why Use Them?
- Visual Appeal: High-quality images can quickly capture attention and convey a message more effectively than text alone.
Best Practices
- Quality Images: Use clear, professional images with an optimal size of at least 552 x 276 pixels.
- Alt Text: Add descriptive alt text for accessibility.
- Contextual Text: Provide context to the image with accompanying text.
3. Multi-image Posts (Carousels)
These posts feature multiple images in a collage, allowing for more comprehensive storytelling. Up to 9 images can be added.
Image Dimensions: 1080 x 1080px (minimum) to 1920 x 1080px (maximum)
Why Use Them?
- Detailed Storytelling: Multiple images can provide greater context and detail.
Best Practices
- Clear Images: Use high-quality visuals.
- Alt Text: Include alt text for accessibility.
- Accompanying Text: Offer context for the images.
4. Native Videos
Native video posts involve uploading video content directly to LinkedIn, which then auto-plays in the feed.
Video Dimensions: 256 x 144px (minimum) to 4096 x 2304px (maximum)
Why Use Them?
- Video posts, with their ability to create a personal and emotional connection, can be a powerful tool in your LinkedIn strategy. They can make your audience feel connected and engaged, which is crucial for building a strong online presence.
Best Practices
- Short and Sweet: Keep videos between 30 and 60 seconds for better performance.
- Closed Captions: Add captions to improve accessibility.
- Contextual Text: Include text to provide context and encourage viewers to watch.
5. Articles
LinkedIn allows users to publish long-form articles directly on the platform.
Feature Image Dimensions: 600 x 322px (minimum) to 1200 x 644px (maximum)
Why Use Them?
- Thought Leadership: Articles are great for sharing in-depth insights, industry knowledge, and thought leadership.
Best Practices
- Concise Writing: Aim for less than 1,000 words.
- Rich Media: Embed images, videos, and other media to break up text.
- Call-to-Action: Include a question or CTA at the end to drive engagement.
6. Newsletters
Newsletters are recurring series of content published directly on LinkedIn.
Why Use Them?
- Regular Engagement: Subscribers receive notifications about new editions, encouraging consistent engagement.
Best Practices
- Compelling Name: choose an engaging name and logo.
- Consistent Schedule: Maintain a regular posting cadence.
- Subheadings and Images: Use subheadings and images to make newsletters more readable.
7. Documents
Share PowerPoint presentations, Word documents, and PDFs directly on LinkedIn.
Post Dimensions: Standard Portrait and landscape document formats (1080 x 1920 px or 1920 x 1080 px)
Why Use Them?
- Resource Sharing: Easily distribute important documents like reports and presentations.
Best Practices
- Relevant Titles: Use descriptive titles for your documents.
- Executive Summary: Add summaries for larger documents.
8. Celebrate an Occasion
Acknowledge milestones and occasions with customized images or animated assets provided by LinkedIn.
Why Use Them?
- Recognition: Celebrate achievements and acknowledge team members.
Best Practices
- Personalize: Customize messages to share specific details about the celebration.
- Tagging: Tag relevant individuals and pages.
9. Polls
Polls allow you to ask your audience questions and provide multiple-choice answers.
Why Use Them?
- Quick Engagement: Polls are an easy way to engage your audience and gather insights.
Best Practices
- Clear Questions: Ensure questions are straightforward.
- Moderation: Avoid overusing polls to keep them effective.
Video vs. Text on LinkedIn: Performance Comparison
In recent years, video content has become increasingly popular on LinkedIn. A study by marketing expert Caroline Giegerich reveals significant differences in performance between video and text posts, which can be vital in crafting effective LinkedIn strategies for law firms.
Video Posts
Performance Insights
- Higher Reach: Video posts achieve three times more reach than text posts.
- Morning Success: Videos posted in the morning (9-11 AM EST) perform best.
- Short Formats: Videos under 5 minutes, particularly 30-60 seconds, are more effective.
Best Practices
- Direct-to-Camera: Speaking directly to the camera can create a personal connection.
- Accessibility: Add captions to ensure the content is accessible.
- Engaging Content: Use sound effects and personal flair to make videos more appealing.
Text Posts
Performance Insights
- Targeted Engagement: Text posts drive more engagement from existing connections.
- Focused Distribution: These posts are more likely to reach your immediate network.
Best Practices
- Concise and Compelling: Keep posts concise and ensure the first sentence is engaging.
- Interactive: Use questions and lists to encourage interaction.
Balanced Approach
While video posts excel in reach and visibility, text posts foster deeper engagement within your network. A balanced content strategy incorporating video and text can maximize your LinkedIn presence. Use video to build awareness, attract new followers, and leverage text posts to deepen connections and drive meaningful interactions. These LinkedIn marketing tips can help you create a dynamic, engaging content strategy that resonates with your audience.
By understanding and utilizing the different types of posts on LinkedIn, you can create a more dynamic and engaging content strategy that resonates with your audience and achieves your goals. Ready to take your LinkedIn game to the next level? Let Big Voodoo help you create a comprehensive LinkedIn strategy tailored to your firm's unique needs. From crafting engaging content to optimizing your profile, we've got you covered. Contact us today for expert guidance on law firm social media strategies.