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The Most Important Content Metric to Track

Views and engagement rates on Linkedin are misleading.

Here's how we measure our posts' performance instead:

Views are misleading because you don't just want to appear in other people's feeds. You want interactions through likes, comments, and shares.

I would rather post a video that gets 1,000 views with 100 likes than a video that gets 10,000 views with 10 likes. Because more people connected with it.

Engagement rates are misleading because they don't say anything about your posts' overall engagements.

A post with 1,000 views and 100 likes has an engagement rate of 10%. A post with 5 views and 5 likes has an engagement rate of 100%.

I think it’s obvious what post you’d rather have.

➡️ Here's how we measure the performance of posts instead:

Likes + (comments x2) + (shares x4) = Total weighted engagements

Because a comment is worth more than a like,
and a share is worth more than a comment.

Based on this one scoring number, we can easily compare content pieces and create quarterly reports to define what worked and didn't.

We take it a step further and calculate the average and the standard deviation for this scoring number for the whole data set of content pieces we’re analyzing, and any piece of content where the scoring number is at least 1 standard deviation above the average, we consider a “Best Performer”.

You can then take your Best Performers and create Linkedin ad campaigns and run towards targeted accounts.

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