Boosting Engagement: How DMOs Can Harness LinkedIn for Unmatched Success

In an era where digital presence is pivotal, Destination Marketing Organizations (DMOs) are finding LinkedIn to be a goldmine of opportunities. The recent Metricool LinkedIn Study 2025 unveils critical data and actionable insights on enhancing engagement and building influence on the platform. Let's explore the findings and identify some effective strategies for DMOs to capitalize on LinkedIn's potential.

Unveiling the Metricool LinkedIn Study 2025

The Metricool study presents a comprehensive analysis of over 577,000 posts from 47,000 pages spanning three years (2023–2025). This extensive research highlights several increasing trends that should catch the attention of DMOs looking to strengthen their online footprint.

Increasing Trends

Engagement metrics, impressions, and video performance on LinkedIn continue to rise, even among accounts with smaller followings. This growth reveals that each post has the potential to reach a wider audience than ever before, creating a robust opportunity for DMOs.

High-Impact Formats

Research consistently shows that certain content formats drive significantly higher engagement. Carousels, polls, and video emerge as the standouts, effectively drawing attention and interaction from users. Furthermore, the study challenges previous misconceptions, revealing that links included in posts no longer hinder reach—rather, they boost it.

Key Statistics That DMOs Can't Ignore

• Clicks on the Rise: There was a 28% increase in clicks year-over-year.

• Video Engagement Surge: Video content saw an 87% increase in engagement and 73% growth in impressions.

• Poll Performance: Polls outperform all other formats by achieving 206% higher reach than average.

• Carousel Success: The carousel format leads with a 45.85% engagement rate and offers top click-through rates.

• Small Account Potential: Accounts with fewer than 1,000 followers experienced a 22.39% increase in impressions.

• Benefits of Links: Posts featuring links saw a 4.9% bump in impressions and 13.5% increase in interactions.

Strategic Takeaways for DMOs

Unlocking the Potential of Small Accounts

Many DMOs may underestimate their social media reach due to modest followings. However, small accounts can drive strong engagement by focusing on creating niche content that resonates deeply with targeted audiences (check out our guide on social media). Personalized posts that speak to specific demographics or interests can lead to impressive engagement results.

Harnessing the Power of Video

Video serves as one of the most engaging formats as it offers an authentic glimpse into destinations. DMOs can utilize video to showcase breathtaking landscapes, highlight local stories, or provide behind-the-scenes experiences. Engaging video content not only attracts viewers but effectively builds emotional connections with the audience.

Impactful Storytelling with Carousels

PDF carousels are emerging as an effective tool for narrative-driven content. DMOs can use this format to tell rich stories and highlight attractions, providing continuous visuals and a wealth of information in a single post. This method encourages audience interaction and inspires them to explore destinations more deeply.

Maximizing Polls for Engagement and Insights

Polls are a hidden gem within LinkedIn's content landscape. They not only yield high engagement rates but also serve as a valuable tool for gathering audience insights. By regularly utilizing polls, DMOs can drive interaction, solicit feedback, and enhance visibility through increased user participation.

Reconsidering Links for Optimal Growth

In the past, many believed that including links would negatively impact reach. The new study shows otherwise; including links can enhance traffic to tourism websites and related content. Incorporating related calls to action (CTAs) is crucial to guide audiences towards desired actions efficiently.

Best Practices for LinkedIn Success

• Regular Use of Polls: Polls should be a staple in content strategy. They provide dual exposure through both the post and direct notifications to followers.

• Uploading Carousels as PDFs: This practice enhances user engagement and can resonate better with LinkedIn’s algorithms.

• Mixing Content Types: Variety keeps your audience engaged. Ensure a dynamic mix of videos, polls, text, and images to maintain interest.

• Repurposing Effective Content: Content that has previously performed well can often be revitalized for future posts. Create templates based on their success for consistent results.

• Purpose-Driven CTAs: Always guide user interaction with clear CTAs, like asking followers to comment, click links, or engage with polls.

• Tracking Performance: Tools like Metricool are essential for monitoring engagement metrics and allowing DMOs to refine and optimize their strategies based on data-driven insights.

By applying the insights from the Metricool Study 2025, DMOs can substantially enhance their LinkedIn campaigns. Embracing diverse formats like videos, carousels, and polls will not only elevate engagement but build a more influential online presence in the travel and tourism sector. Explore these strategies, implement them in your campaigns, and witness remarkable growth in your online influence.

In this digital age, the time is ripe for DMOs to leverage LinkedIn's untapped potential—schedule a free consultation to discuss your LinkedIn strategy today.

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