how tech professionals engage with content

Companies and brands that understand the nuances of today’s technology professionals will succeed, inspire, and attract them to their products. 41% feel inspired by companies that produce content they enjoy — and are also more interested in working for that company as a result!

We may know a lot about tech professionals and their purchasing habits, but we don’t know:

How might content specifically inform their behavior? Where do these individuals go to stay informed? How does social media shape their decision journey?

We surveyed 1,472 members of the tech community and pooled data-driven, fresh insights into the infographic below!

consume content on LinkedIn every week

45% 35%80%

consume content (e.g., posts, articles, or people’s profiles)

on LinkedIn at least once per week

consume content on LinkedIn every day

But tech professionals are private and selective:

Tech-minded individuals engage more heavily in events than their non-tech counterparts in other industries. Given that the technology space hosts many events, it’s important to build trust, loyalty, and fandom from year to year.

FUN FACT:

rely on LinkedIn to keep up with industry trends, news, events,

and peer activity

81% 63%56%

engage with companies or brands (41% are

more inclined to trust a company if they see

posts from its employees)

lean heavily on LinkedIn for

developing and marketing their

businesses

When technology professionals consume and interact with content, what sources reign supreme?

more likely to engage with

content from their own company

27% 10%

of technology professionals follow

an expert or influencer on LinkedIn

more likely to engage with content

from brands

They leverage and look to their employers, brands, and peers for useful information:

OF

TAPPING INTO THE

MINDSTECH

PROFESSIONALS

TODAY’S

How Tech Professionals Engage with ContentPART 01

Technology professionals love content — consuming the lion’s share of content on LinkedIn, and more so than professionals in other industries:

Post thoughtful content at least weekly to LinkedIn. The tech pro audience is active and engaged — reinforcing the need for a thoughtful, always-on content strategy.

TIP

Tech pros share heavily and show appreciation in subtle ways:

They “like” content 5% more often than their non-tech counterparts.

They share content 9% more often than their non-tech counterparts.

They spend longer periods of time consuming content, often reading posts and articles to the very end.

69% of them at least sometimes click through content for more info.

Seize the time and attention tech professionals will give you by making sure your content is relevant, interesting, and informative!

TIP

69%

Build employee advocacy and internal thought leadership now. Leverage LinkedIn Elevate to cultivate brand champions, subject matter experts, or peer influencers at your company.

TIP

They are 6% less likely to share personal info

and 9% less likely to comment on content

Don’t sweat the small stuff — marketers tend to obsess over every metric or piece of customer data. With tech pros, focus on being a strategic, thought-provoking partner.

TIP

LinkedIn company pages are still important — make sure your company has one and you are posting content regularly to stay top-of-mind with that tech audience.

TIP

View Part 2: What Content Do Tech Professionals Prefer?or subscribe to our LinkedIn Marketing Solutions blog for more insights.