Some thoughts on creating LinkedIn content right now.
Generally I think that trying to "game the algo" is wasted effort. If someone says that the feed now favors comments, not reactions...does it change anything about your content? Probably not.
The overriding truth is that you aren't owed reach. I had a better year this year than last, but my last few months has been way more sluggish. The primary reason is likely that my content isn't good enough and I need to experiment!
𝗔𝗻𝘆𝘄𝗮𝘆, 𝗺𝘆 (𝗻𝗼𝘁 𝗱𝗮𝘁𝗮-𝗱𝗿𝗶𝘃𝗲𝗻) 𝘁𝗵𝗼𝘂𝗴𝗵𝘁𝘀:
Consistency seems to matter more than ever - 3x a week is no longer that useful. Balance quality and quantity, yes, but also you don't know which of your ideas will actually hit a conversation vein.
Add some links in the post occasionally to move folks from social to newsletters / pods / etc.
Mix it up in the comments, by which I mean the conversation under your own posts and the discussions underneath other creators you like.
If you get a decent volume of comments under your posts, spend time pruning the obvious AI slop. You want people to be excited to read your content AND the conversation it generates.
Spend 50% more time on the first sentence than you think you should.
You should probably change the hook sentence for some of your posts about an hour after you've posted it to see if it impacts the reach.
Use different formats for experiments, but have a main content type. Text + Image still seems to outperform.
I'm sure some folks are killing it with video content here, but I tend to think that the push for video is overblown. Don't stretch to video just because.
Hashtags are pretty washed.
Don't tag people in the post who you aren't sure will like/comment.
DEFINITELY don't do the thing where you tag like 15 people at the end of the post in a desperate bid for attention.
Take other people's posts & remix them, add your own insight, etc. Don't be lame and steal without credit. You WANT the original creator to appreciate your share.
Consider starting an insights function at your company if you want a steady stream of useful things to say (I am obviously biased here).
Hope I added a little brightness to your scroll this year 🙏
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