Social media drives ecommerce sales. But each social channel is different, requiring unique content for that audience. I’ve addressed the best ecommerce content for Instagram, Facebook, and Pinterest.
Articles on your company’s LinkedIn page should raise awareness about your business and spark engagement. Focus on industry and company developments, product releases, specification details, management tactics, revenue and expense tips, and similar.

LinkedIn Content for Ecommerce

I’ll discuss LinkedIn in this post.
Images on LinkedIn are as popular as videos. Images with graphs, statistics, and infographics are common to highlight case studies, research, and survey results.
Highlighting a company’s key personnel is another frequent use of images on LinkedIn. The practice serves a dual purpose: humanizing the brand and enticing future employees. The example below from Amazon showcases an engineer in the Alexa division.
This image on Microsoft’s LinkedIn page includes a statistic from an internal survey of employees.

Screenshot of a post on Google's LinkedIn page showing employees cooking
Screenshot of Amazon's LinkedIn page with an image of a male engineer-employee

Accenture, the consulting firm, produces compelling videos on business-strategy topics. The “Decluttering marketing” example below, just 18 seconds, is impactful and informative, confirming the company’s expertise. The post links to an extended, detailed “decluttering” article on the company’s website.

Google’s LinkedIn page includes team-building images, such as this one from Robert Enslin, president of cloud sales.
Microsoft, for example, posted an image with a statistic from an internal employee survey.

Screeshot from Accenture's LinkedIn page of a video titled "Five rules for Decluttering marketing."
Many companies on LinkedIn use images that direct readers to an event or destination, such as a web page for a new product launch or a new ebook.

Screeshot from Accenture's LinkedIn page of a video titled "Five rules for Decluttering marketing."

Screenshot of an image on TED's LinkedIn page showing "Top 10 TED Talks of 2021"
Screenshot of a post on Google's LinkedIn page showing employees cooking

Screenshot of a post on Microsoft's LinkedIn page with image containing a statistic from an employee survey
TED Conferences does this to drive views for archived talks online. Every image on TED’s LinkedIn page is unique and engaging with quotes, bright colors, and diagrams, prompting readers to share with colleagues. Review TED’s images to spur ideas for your own business.

Accenture’s videos address business-strategy topics. This “Decluttering marketing” example is just 18 seconds, but it links to an extended article on the company’s website.

Videos on LinkedIn are increasingly popular. Informative videos (not excessively promotional) can start conversations. Videos can demonstrate new technology and products, highlight behind-the-scenes operations, and more. Brevity is key to video engagement. Use subtitles for those over 30 seconds.

Screenshot of Amazon's LinkedIn page with an image of a male engineer-employee
Google’s page, for example, includes profiles of employees and team-building articles. One of the best came from Robert Enslin, president of cloud sales, when he shared his collaboration approach.

Highlighting a company’s key personnel can humanize the brand and entice future employees. This example below from Amazon showcases an engineer in the Alexa division.

LinkedIn has transformed from an employment site, mainly, to a primary networking destination for professionals. The users are active. Many hold significant purchasing power within their companies, making it a B2B lead-generation magnet.
It’s the B2B audience that makes LinkedIn unique and different from Instagram, Facebook, and Pinterest, which are consumer-focused. Hence, the platform is best for merchants with business customers, and the content should follow.

Screenshot of an image on TED's LinkedIn page showing "Top 10 TED Talks of 2021"
Screenshot of a post on Microsoft's LinkedIn page with image containing a statistic from an employee survey

Images on TED’s LinkedIn page often drive views to archived talks, such as this “Top 10” example.

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