Creating content for LinkedIn right now is weird AF.
Thought it might be useful for other folks making content here to have a peek behind the curtain on creator metrics and why they are currently confusing!
𝗪𝗵𝗮𝘁'𝘀 𝗵𝗮𝗽𝗽𝗲𝗻𝗶𝗻𝗴?
Impressions per post are drifting down, no doubt. More ppl are creating for this platform, standing out is harder.
But more than just a downward trend, metrics are becoming more 𝘂𝗻𝗽𝗿𝗲𝗱𝗶𝗰𝘁𝗮𝗯𝗹𝗲.
Interactions (like reactions, comments, reposts) are less correlated to impressions than they've been in years.
Last two posts for me illustrate the point neatly. One post has 343 interactions and 28,873 imp while the other has 251 int. and 181,026 imp. ...okay? 🤷
Big posts do better than ever while the median post makes less impact.
The half-life of content is much longer than previously. Posts can spike in hour 3 after a bad hour 1...or even day 4 after a mediocre first 3 days.
𝗪𝗵𝘆 𝗶𝘀 𝗶𝘁 𝗵𝗮𝗽𝗽𝗲𝗻𝗶𝗻𝗴? (𝘁𝗵𝗲𝘀𝗲 𝗮𝗿𝗲 𝗴𝘂𝗲𝘀𝘀𝗲𝘀)
1. More people creating here naturally compresses the averages.
2. The LinkedIn algo has become more opinionated but also more opaque. Meaning your content is probably hitting more unaffiliated people while perhaps not surfacing to people who actually follow you. Odd!
3. AI (both good stuff and slop) has increased the pace of content.
𝗪𝗵𝗮𝘁 𝘁𝗼 𝗱𝗼 (𝗶𝗳 𝗮𝗻𝘆𝘁𝗵𝗶𝗻𝗴)
Honestly a decent reaction is to do nothing and keep chugging along. No one "deserves" attention points and the fact is you can still speak to your audience effectively for free here.
If doing nothing feels lame, then switching up your content is worthwhile. Different post formats, different times, more comments than core posts, whatever it is switch it up.
Up the production function a little. Aim for 3-4x per week instead of 1-2x. Shots on goal matter.
Being read by the right people is still more important than being read by a lot of people. But getting in front of the "right" folks is increasingly tough.
Good luck out there 🙏
#insights #linkedin #content
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