• Duncan Strachan

PAYG Marketing Guide: Five ways to optimise your LinkedIn content for mobile (in 2021)

Updated: Jul 10, 2021

Mobile matters.

And it’s never been more important to optimise your LinkedIn content for mobile.

66% of users said their phone was their primary method of accessing LinkedIn in my poll last year.

In more recent polls from other users that number is over 80%.

There's nothing more frustrating for me than checking LinkedIn on my mobile and seeing a post that I have to zoom in to read. From a user experience perspective - the poster has failed - I'm doing more work than I should have to.

Let's jump in to see how I think 'mobile first' with my content.

1. With text posts, make white space your friend

There's a formula that works for text posts on LinkedIn. If your post features a short, punchy headline and short sentences with lots of white space around them, it will have far more 'eye appeal'.

Scannability is key. According to Jakob Nielsen - 79% of users scan web pages rather than read them. With only 16% reading them word-for-word.

When it comes to post headlines - less is definitely more. In my first 100 posts - my top 10 performers featured an average of 3.5 words per headline, and my bottom 10 featured 8.2.

2. Use subtitles with video

67% of users said they watch video on LinkedIn with the sound off in my poll.

If you don't include subtitles, you're potentially missing out on two-thirds of your audience. You may be tempted to not include them to spark intrigue and encourage people to click on your post but remember - some people need subtitles for accessibility reasons.

What you're gaining in views you may be losing in reputational damage to your brand.

Subtitle apps aren't fool proof either - if they add subtitles automatically it could lead to some faux pas - which could tarnish the brand image you're trying to cultivate.

If you're serious about producing video for LinkedIn - I would recommend investing in some video editing software. I use Camtasia from TechSmith - which I was able to purchase a one-off license for just over £200 with a discount code.

I type in my subtitles manually on my videos, it ensures they match my words and pacing of my delivery.

3. Use LinkedIn Post Format in Canva

Want to mix up your post formats? Document format (known as carousels by many) have consistently been my best performing format after text posts. It encourages that all important dwell time which the algorithm loves.

I use the free version of Canva for all of my document posts. It's a fantastic tool.

And I always use LinkedIn Post Format for my posts - it really pops on mobile.

You also want to make sure your font sizes are readable on a mobile phone. As a guide, I go for the following minimum sizes:

  • Cover page headings - 77 and 42

  • Page headings - 51

  • Body copy - 40 (you really don't want to go far below this for readability on mobile)

The format forces you to choose your words carefully - ensuring you keep your messaging really punchy and impactful.

New to Canva? Check out my guide to creating posts here.

4. Don't use the new character limit as a guide

LinkedIn has recently increased the character limit from 1300 to a whopping 3000(!) characters.

With so many people accessing on mobile, reader fatigue is a real risk.

I try to keep my posts within the 1300 character limit if possible. If it ain't broke, why fix it?

Soon after the switch, I ran a poll to see if people were happy with the increase. 54% said that 1300 characters was plenty.

If you're thinking of penning your magnum opus in your next text post - just be aware of the split.

5. Use LinkedIn Stories

LinkedIn Stories has attracted it's fair share of naysayers - but 49% of people said they check them at least monthly in my recent poll:

I use them primarily to share screenshots of the most recent post I've made in the feed a couple of hours after I've posted it (I invite people to join the discussion on the post). It always attracts a different audience to those who normally engage on my posts - and can be a good way to entice them to engage.

Stories are a popular way to engage on other social channels - and this will inevitably bleed into LinkedIn as well.

Mobile usage of LinkedIn is only going to increase. Avoid creating barriers and mobile optimise your LinkedIn content using the tips I've outlined in this post. Are there any that I've missed?

Want to get more out of LinkedIn? Read the five things I stopped doing that dramatically increased my post engagement here.

Need help with LinkedIn? Then get in touch to arrange a free 30 minute discovery call.

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