LinkedIn Post Analytics are an important aspect of LinkedIn marketing and for any LinkedIn Creator.
In this tutorial, we’re going to take a look at LinkedIn Post Analytics, and the tools that are available to help you analyse your content’s progress on LinkedIn.
Let’s get started!
What are LinkedIn Post Analytics?
LinkedIn Post Analytics are LinkedIn’s method of helping LinkedIn Users, specifically content creators (LinkedIn users who create content through video, posts, or articles) understand how their content is being “circulated.”
Here’s what LinkedIn has to say:
LinkedIn allows its members to understand, interpret, and improve how their content is being viewed and circulated. You can view analytics for your shared posts, videos and published articles to gain insight on the impact of the content you publish and share within your network. This provides you with the advantage of gauging how your connections benefit from the content you publish and share.
That being said, there are a few number of ways that LinkedIn offers you analytics to understand your content better.
What Insights Does LinkedIn Post Analytics Offer Me?
When it comes to Post Analytics on LinkedIn, the type of insights that LinkedIn generates for you differs based on the type of cotent that you publish.
Generally speaking, here are some insights that LinkedIn provides you when you post content on LinkedIn:
Some insights you may see are:
The amount of views and likes your share generates.
The number of reshares on your articles, posts or videos.
Your viewing audience demographics, including the companies they work for, their job titles, and location.LinkedIn
We’ll go into detail about some of the detailed insights that LinkedIn provides for each unique article down below.
When are LinkedIn Post Analytics Generated?
LinkedIn Post Analytics are automatically generated by LinkedIn everytime you post a piece of content on LinkedIn.
Specifically, by content, we mean the following:
Publishing a LinkedIn Article
Creation of articles, previously known as LinkedIn Pulse, are articles that are created and distributed on the LinkedIn Publishing platform.
We’ve written a very comprehensive tutorial about LinkedIn Publishing here, so we’re not going to go into detail about it in this tutorial.
Whenever you post a LinkedIn article, LinkedIn automatically generates insights for you about how your LinkedIn article is perceived.
Sharing A LinkedIn Post
Next, sharing a post on the LinkedIn Newsfeed (the default page when you log into LinkedIn) will also generate a few.
A post is generally defined as a text update via the Status update box on your Home Page.
Images coupled with text updates are also considered LinkedIn posts, since LinkedIn gathers simliar insights with the two.
Sharing A LinkedIn Video
When we say sharing a LinkedIn video, we mean sharing a video on LinkedIn.
LinkedIn provides slightly different insights when you share a video on LinkedIn, that we’ll go into more detail later.
How Long Do LinkedIn Post Analytics Last?
For Posts and Videos
According to LinkedIn, LinkedIn Post Analytics are available for “60 days from creation”
For LinkedIn Articles
LinkedIn articles, on the other hand, have a longer shelf life, lasting for “two years from creation.”
The Life Cycle Of LinkedIn Post Analytics
Now that you know the basics of LinkedIn Post Analytics, let’s go into detail about the typical life cycle of LinkedIn Post Analytics, and what you can do with them to better your LinkedIn Visibility.
Step 1: You Share A Piece Of Content On LinkedIn
Since LinkedIn Post Analytics are generated when you create content on LinkedIn, the first step is to create content.
For the purposes of this tutorial, we won’t be going into content creation, or how you can post content on LinkedIn, since they’ll be covered in other tutorials on LinkedInPedia.
Let’s assume that we have posted pieces of content, and are interested in obtaining the LinkedIn Post Analytics on said content next.
Step 2: LinkedIn Pushes out your content
After you’ve published your content, LinkedIn distributes and disseminates your content to your LinkedIn network, in conjunction with the LinkedIn algorithm.
Step 3: You’ll Receive Notifications On Engagements
Depending on the content that you publish, LinkedIn sends you notifications when someone engages with your content:
This is the beginning of the LinkedIn Post Analytics journey – LinkedIn is actively collecting information on the level of engagement on your content.
An engagement with your content is counted, according to LinkedIn, when:
Articles – Someone has clicked on and opened your article in their browser or on the LinkedIn mobile app.
Note: Clicking into and viewing your own article also counts towards the number of views for that article.
Posts – Someone saw your post on their LinkedIn homepage feed.
Videos – Someone has viewed your video in their LinkedIn homepage feed, or by clicking on the video.
Pro Tip: Since engagement is at the heart of LinkedIn Post Analytics, you’d always want to make sure that you’re creating content that resonates with your audience! For more information about tips, tricks and strategies to do just that, go to the LinkedInPedia Marketing Blog to learn exactly how.
Step 4: You’re Ready To View Your LinkedIn Post Analytics After These Pre-requisites
One common misconception that people have about LinkedIn Post Analytics is that their LinkedIn Post Analytics will be available the moment their content is published.
However, as LinkedIn mentions:
Your posts, videos and articles will display a detailed breakdown of the analytics only when they have been viewed by 10 or more unique viewers.
Once your post, video or article has reached the minimum number of unique viewers, your analytics button will appear.
The analytics breakdown displays non-unique views.
Depending on the level of engagement between your audience and your content, your LinkedIn Post Analytics may be available earlier, or slightly later.
Step 5: Viewing Your LinkedIn Post Analytics
Depending on the type of content that you’re trying to analyse, the entry point to your LinkedIn Post Analytics is really the same.
For LinkedIn Posts (Includes Posts with Images And LinkedIn Videos)
There are generally 2 ways of entering your LinkedIn Post Analytics for your LinkedIn Posts.
Option #1: Use the “See Post Analytics” button
As we’ve covered earlier, LinkedIn makes the “See Post Analytics” button available on your content after some time, or some level of engagement.
This “See Post Analytics” button looks something like this:
Once you click on the “See Post analytics” button, you’ll be redirected to the Post Analytics for that particular piece of content.
We’ll go into detail about how you can make sense of this data in the LinkedIn Post Analytics later on in this tutorial.
Side Note: Confirming LinkedIn’s See Post Analytics Button Disappearing
Interestingly, the “See post analytics” button disappears after some time, as confirmed by LinkedIn, in this earlier post of mine:
This post, incidentally, was written about 1 year ago:
This confirms what LinkedIn says about the Post Analytics button.
Option #2: Viewing Your LinkedIn Post Analytics Directly From Your Post
You can also view your LinkedIn Post Analytics by viewing your post directly, and seeing the analytics there.
For example, say I wanted to view the LinkedIn Post Analytics of this particular piece of content.
In order to view the Post Analytics, I could click on the “See post Analytics” button, or I could click on the post directly:
Now, when I get inside the post, I now have 3 options to view my LinkedIn Post Analytics.
See Who Liked My Post
In order to see who liked my post, I could click on the number of likes in the Post on the bottom left hand corner:
This would bring up a window showing me who liked the post:
View My LinkedIn Post Analytics
In order to view my LinkedIn Post Analytics, I could now click on the number of views at the bottom of the article:
This would bring up the LinkedIn Post Analytics window that we saw earlier with the first step:
Add on: Video Is Slightly Different
If we go over to a Video Post, however, clicking on the View counter shows a slightly different result:
Views in Videos translate to not just a physical scroll (like what happens in LinkedIn Posts), they actually mean the “number of times your video has been watched for at least 3 seconds”.
This means that LinkedIn counts views on Posts and Video Posts quite differently, so do be mindful of that!
Side Note: Video Posts Don’t have See Post Analytics Button
Video Posts don’t have the “See Post Analytics” button in the Notification Newsfeed.
Therefore, in order to access your LinkedIn Post Analytics for a specific video, you’d have to use Option #2 that we’ve discussed above.
Firstly, click on the video that you’d want to analyse:
This will redirect you to the specific post.
Now, if you scroll down, you’d notice something different from the traiditonal LinkedIn Post:
When you upload a video on LinkedIn, the button turns into (xxx views of your video), instead of (xxx views of your post in the feed).
Either way, you can still analyse your video by clicking on the button:
This will bring up the LinkedIn Post Analytics window:
Again, we’ll cover the different ways to interpret the data later on in this post.
For LinkedIn Articles
Now, let’s talk about how you’d bring up LinkedIn Post Analytics for your LinkedIn articles.
The easiest way for you to access your LinkedIn Article Post Analytics is to head on over to your LinkedIn Profile first.
Visit Your LinkedIn Profile
You can view your LinkedIn Profile by clicking on either of these 3 buttons:
- Click on your profile picture on the left sidebar
- Click on the “Me” button on the top right hand corner of your topbar. A drop down menu should appear
- Click on either your Profile picture in the drop down menu or click on View Profile to visit your LinkedIn Profile
Access Your LinkedIn Articles In Your LinkedIn Profile
Once you’re in your LinkedIn Profile, scroll down to the section called “Articles & Activity”:
Click on “See all articles”
You’ll be redirected to the list of articles that you’ve published:
View Your LinkedIn Article Post Analytics
Next, you can view your LinkedIn article Post Analytics when you click on the right hand button, “xxx views of your article”.
Again, this will bring up the LinkedIn Post Analytics window:
Great! Now, you know exactly how to view your LinkedIn Post Analytics for each type of content.
For the final part of this tutorial, let’s go through how to understand and intepret the information that we get from our LinkedIn Post Analytics, and what you can use the information for.
How To Intepret Your LinkedIn Post Analytics
Earlier we’ve gone through the different steps that you can take to view your LinkedIn Post Analytics.
Specifically, we talked about how we could analyse the 3 different types of LinkedIn Post Analytics that LinkedIn provides us, namely:
The Post Type Post Analytics Window:
This type of Post Analytics is generated when we launch a post (inclusive of images in the post, or just plain text).
The Video Type Post Analytics Window:
This type of Post Analytics is generated when we post a video on LinkedIn. Statistics are gathered from the LinkedIn Newsfeed.
The Article Type Post Analytics Window:
This type of Post Analytics is generated when we post a LinkedIn article. Specifically, we’re talking about an article on the LinkedIn Publishing platform.
Making Sense Of LinkedIn Post Analytics
Now, let’s deep dive into each of these Post Analytics window, and see what insights LinkedIn offers for the average user.
Intepret The Post Type Analytics
The Post type Analytics window shows us a few things about the people who engage with our post in the LinkedIn Newsfeed.
Remember, LinkedIn Post Analytics gives you the necessary tools to understand how people respond to your content, so always relate it back to how you can create better posts, in this case.
Let’s take a look at each of these segments.
The first type of metric that the LinkedIn Post Analytics shows you in LinkedIn posts are the companies that your viewers come from.
You can see the corresponding figures on the right hand side.
At the top, you can also see the most popular company that people who viewed your post come from:
In this case, it’s Tata Consultancy Services.
How It Helps
Understanding which company your viewers come from helps you to create for these specific people.
For example, you could create content around Tata Consultancy and their culture, because they seem to be very interested in what we post.
Work Position Metrics
Next, LinkedIn Post Analytics also shows you what job positions your LinkedIn post viewers are in.
The corresponding number shows you the count for each work position:\
Again, the most popular Work position is highlighted at the top. In my example, the most popular group for this post seems to be Salespeople.
How It Helps
Similarly, you can use this insight of Work Positions to create content that this group of people really care about.
For example, salespeople might be very interested about lead generation, motivational talks, and so on.
I would use that information to create even better content centered around this topic, since I know that the bulk of my readers come from there.
Next, LinkedIn Post Analytics also allows you to see which location your viewers come from.
Again, the numbvers are stacked in descending order, with the most popular location highlighted at the top.
How It Helps
Being able to view the location of your viewers can be incredibly insightful.
Not only are you able to create content better suited around their specific cultures and behaviors, you are also able to adjust posting times and schedules for your content.
These are just some of the ideas that you could have working with these insights.
If you need to see more statistics from LinkedIn Post Analytics, you can also hit the “Show more” button at the bottom of the window:
This will bring up the expanded view like so:
Video Type Post Analytics Are Similar
If you take a look at the Video Type Post Analytics, you’d find that they actually offer the same breakdown as the Post Type Analytics:
That being said, you should approach these statistics with the exact same approach that we just talked about: using the insights that LinkedIn Post Analytics provides you with to create better content that engages your audience.
How To Intepret Your LinkedIn Article Analytics
Now, let’s take a look at something slightly different: LinkedIn Article Analytics.
When we take a look at the LinkedIn Post Analytics for LinkedIn Article, you’ll find that there is only one minor difference between that and the typical Post Analytics that we’ve talked about:
Your Article Was Found Through LinkedIn.com
This is basically LinkedIn’s own distribution through the Pulse App, where your article might have displayed.
In this case, there were 2 views generated from the app, which might suggest that 2 of my viewers have that app installed on their mobile device.
When it comes to writing powerful content, it can’t be done without powerful insights.
In LinkedIn’s case, you can’t go far with content creation if you forgot to use LinkedIn Post Analytics in your creation and analysis process.
That being said, we’ve come to the end of yet another LinkedIn tutorial!
Now, over to you: what other ways are you using LinkedIn Post Analytics for? Do you find it useful in your content creation process?
What do you think is most helpful in this article? How do you think LinkedIn Post Analytics could be better improved?
Either way, I would love to hear from you, so drop your comment down below and let me know what you think.
I’ll see you in the next tutorial.