LinkedIn isn’t just for job seekers anymore. It has become the go-to platform for executives, thought leaders, and influencers looking to build their credibility and shape industry conversations. But while some leaders rack up engagement, others struggle to make an impact. So, what’s the secret?
A new report from Everywhere Agency (a division of MikeWorldWide) and SocialHP sheds light on the strategies that set LinkedIn’s top voices apart. By analyzing the posting habits of 220 LinkedIn Top Voices and 149 Fortune 500 CEOs over a year, the report uncovers what actually works—and what doesn’t—on the platform.
What the Data Says About LinkedIn Success
The findings make one thing clear: engagement isn’t random. The most successful leaders on LinkedIn follow specific strategies that keep their audience engaged. Let’s break down what separates those who thrive from those who struggle.
LinkedIn Top Voices Lead the Pack
When it comes to influence on LinkedIn, being a Top Voice is like having a VIP pass to the conversation. These are executives, thought leaders, and industry experts who have proven their ability to drive meaningful discussions.
The numbers speak for themselves: LinkedIn Top Voices achieve an average engagement rate of 6.2% across nearly 9,000 posts. That’s a massive leap from the standard 1-2% engagement rate that most LinkedIn users see.
What’s driving this success? It’s not just about having a recognizable name—it’s about consistency, credibility, and content that resonates. Top Voices post regularly, spark discussions, and provide unique insights rather than just promoting themselves or their companies.
AI is a Conversation Magnet
If there’s one topic guaranteed to spark engagement, it’s artificial intelligence. Whether it’s the future of AI, ethical concerns, or how automation is transforming industries, Fortune 500 CEOs are tapping into the discussion—and their audiences are paying attention.
Over the year-long study, posts about AI generated nearly 54,000 interactions from executives alone. This makes it one of the hottest topics on LinkedIn.
The takeaway? AI is a surefire way to grab attention. But it’s not enough to just name-drop the technology. The posts that perform best go beyond surface-level chatter. They offer insights, ask thought-provoking questions, or share real-world applications of AI in business.
Authenticity Wins
People are tired of bland, corporate-speak. The best-performing posts on LinkedIn feel real.
Executives who share authentic, relatable stories—whether about leadership challenges, workplace culture, or personal experiences—see far more engagement than those who stick to generic industry updates.
The data backs this up:
- Workplace culture posts average 1,854 interactions per post.
- Personal leadership stories do even better, with an average of 3,736 interactions per post.
Why does this work? Because people connect with people—not just titles. A CEO talking about overcoming imposter syndrome or a leader sharing lessons from a career setback feels human. And that kind of content gets people talking.
Multimedia Matters—But Video is Underused
Visual content dominates engagement, yet executives aren’t using it to its full potential.
A whopping 80% of the most successful CEO posts include an image, document, or video. That means leaders who add a visual element—whether it’s a chart, infographic, or team photo—are far more likely to grab attention in a crowded feed.
But here’s the missed opportunity: Short-form video is still rare.
Only 12% of top-performing CEO posts include video, despite LinkedIn data showing that video viewership jumped 36% year-over-year. Even more interesting? Video creation is growing at twice the rate of other content formats.
This gap presents a major opportunity for executives willing to embrace video. A quick, authentic clip—whether it’s a behind-the-scenes look at company culture, a leadership tip, or a reaction to industry news—can help executives stand out and drive deeper engagement.
Big Followings Don’t Guarantee Engagement
Having thousands—or even hundreds of thousands—of followers doesn’t mean people will actually engage with your content.
The study found that Fortune 500 CEOs average 375,000 followers, putting them among LinkedIn’s top 5% of users by audience size. But despite these massive followings, many of their posts struggle to gain traction.
Why? Because audience size alone doesn’t create engagement—content quality does.
Executives who simply repost corporate announcements or churn out generic thought leadership pieces often see minimal interaction. Meanwhile, those who take the time to craft engaging, discussion-driven content—even with a smaller following—see significantly better results.
The takeaway? It’s not about how many people follow you. It’s about how many people actually care about what you’re saying.
Why Some Leaders Thrive While Others Struggle
The report confirms what many LinkedIn users have suspected: consistency and content strategy are everything.
Executives who post at least six times a month see significantly better engagement, especially when they align their content with trending topics like AI, leadership, and company culture. On the flip side, those who post infrequently or stick to dry corporate messaging often find their content buried in the feed.
Another major takeaway? LinkedIn’s editorial boost can be a game-changer. Posts that get picked up by LinkedIn’s editorial team receive 10-15 times more interactions. That’s a massive boost in visibility—and a good reason for leaders to invest in strong, compelling content.
Why This Matters for Business Leaders and Marketers
With LinkedIn now home to over a billion users—and Gen Z engagement growing by 13.6% in just a year—the platform is no longer optional for executives and brand leaders. It’s where reputations are built, industries are shaped, and key conversations happen.
“Executives who understand how to use LinkedIn effectively aren’t just gaining followers—they’re influencing industries,” said Megan Hueter, Managing Director at Everywhere. “This report gives them a clear blueprint for how to stand out in a crowded space.”
Brad Dickinson, Co-Founder of SocialHP, agrees. “It’s not just about posting—it’s about posting with a purpose. Thought leaders who prioritize high-quality content and real engagement consistently see the best results.”
For executives, marketers, and influencers, the message is clear: LinkedIn success isn’t about luck. It’s about strategy. Those who post consistently, embrace video, and engage with meaningful topics will see the best results.
And for those still struggling to get traction? It might be time to rethink the approach.
