Some expensive digital marketing companies will secretly buy likes and followers for their clients.
Fake followers offer no real engagement, making your content appear unpopular and untrustworthy. Worse, LinkedIn’s algorithms detect fake activity and can penalize you, burying your genuine content. Your credibility crumbles, harming your business.
They might also pay other influencers to repost their content which can quickly build an unengaged irrelevant audience.
The following client metrics were achieved using no gimmicks, no tricks, and no shortcuts. Instead, we focused on creating the highest quality content.
LinkedIn Case Study Background
I was hired in June 2023 by the Brain Inflammation Collaborative to manage their social media accounts.
They started with 54 total followers.
Here are the metrics after three months of managing their account…
Metric #1 Total Account Growth
Total social media growth defines the percent growth of followers over a unit of time.
I focused on creating scientifically accurate content that appeals to the lay audience and medical professionals.
The content I create must also focus on educating people about issues that are common among all walks of life. The results are triple digit growth rates.
Client's Total Growth on LinkedIn
Total Growth (%)*
*Percent growth in the first 138 days (54 followers to 448 followers)
Metric #2 Growth Rate Month-Over-Month
Let’s adjust the data to growth rate per month and compare our clinet’s LinkedIn growth rate to success rates advertised by competitors.
Client's Monthly Growth Rate on LinkedIn
Client's Growth MoM (%)*
*Average percent growth month-over-month since the start of service
Competitor Monthly Growth Rate on LinkedIn
Competitor's Growth MoM (%)*
*Competitors growth month-over-month(%)
Metric #3 Engagement Rate
Social media engagement rate is a metric that measures the level of interaction, such as likes, comments, shares, and clicks, that a piece of content receives on social media platforms. It’s an important indicator of how effectively your audience is engaging with your content.
A higher engagement rate often indicates that your content is resonating well with your audience.
Client's Engagement Rate on LinkedIn
Our Engagement Rate Per Impression (%)
*Engagement rate between Aug 1 and Oct 31, 2023
Average LinkedIn Engagement Rate
Average Engagement Rate Per Impression (%)
*referece = Hootsuite
The average engagement rate can vary widely depending on factors such as industry, content type, and audience. However, a study conducted by Hootsuite in 2023 found that the average engagement rate on LinkedIn (nonprofits) was around 2.05%. This means that, on average, for every 1000 followers, a post would receive about 20.5 engagements (likes, comments, shares, etc.).
Metric #4 Profile Reach
Profile reach on social media refers to the total number of unique users who have seen your profile or content. It’s vital as it indicates your online visibility and potential audience engagement.
Social media platforms enable rapid reach through viral content and shares, making it easier to achieve large audiences quickly compared to the slower, competitive process of SEO, which involves optimizing websites to rank higher in search engine results.
*Profile reach = unique profile views between Aug 1 and Oct 31, 2023. The account started with only 54 followers in late June 2023
Metric #5 Posting Frequency
Posting frequency on LinkedIn is crucial for account growth as it enhances visibility, keeps the audience engaged, and fosters a consistent online presence.
Regular posts signal active involvement, attract followers, and maintain algorithmic favor, ensuring content reaches a wider audience, boosting connections, and increasing the potential for networking and opportunities.
The more you post the more people you will reach. However, these numbers were achieved by posting only 18 times per month (as per the clinet’s request).
Number of Posts/Month (Avg)
*These numbers were achieved by only posting an average of 18 times per month.
Hiring a scientist when creating content for other scientists and health professionals on LinkedIn is crucial for several reasons:
Credibility and Trust: Scientists have the expertise and credibility needed to communicate complex scientific concepts accurately. This enhances trust among the audience, especially professionals who value precision and accuracy.
Technical Accuracy: Scientists understand the nuances of technical jargon and can ensure that the content is not only accurate but also technically sound. This is vital when dealing with professionals who require precise information.
Relevance: Scientists can bridge the gap between cutting-edge research and its practical applications. They can create content that is not only scientifically accurate but also relevant and applicable to the work of other professionals in the field.
Engagement: Professionals in scientific fields often engage more with content that is intellectually stimulating and informative. Scientists can craft content that sparks meaningful discussions and resonates with the audience’s interests and expertise.
Networking Opportunities: A scientist creating content for other scientists can leverage their own professional network, bringing in insights and collaborations that might not be accessible otherwise.
Effective Communication: Scientists are trained to convey complex ideas in a clear and concise manner. This skill is invaluable when communicating intricate scientific concepts to a diverse audience, ensuring the message is understood by professionals with varying levels of expertise.
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