The Problem: A Sudden Drop in LinkedIn Impressions
We recently received an email from a client who, like many others, was experiencing a perplexing issue: a sudden and significant drop in LinkedIn post impressions. Despite maintaining a consistent content strategy, their reach had plummeted, leaving them wondering if something had fundamentally shifted on the platform.
"I haven't changed our approach, so I'm a bit puzzled!" they wrote, seeking clarity on any recent algorithm changes and advice on recalibrating their content strategy. This is a common frustration for many law firm professionals and businesses relying on LinkedIn for visibility and engagement.
What We Discovered: A Quiet Algorithm Update and the AI Content Surge
After investigating the issue, our team discovered that LinkedIn had quietly rolled out an algorithm update in mid-March. This update coincides with a surge in AI-generated content flooding the platform, making it increasingly challenging for authentic, valuable posts to break through the noise. Here's a breakdown of the key changes we identified:
- Penalty for Outbound Links: LinkedIn is now penalising posts that contain outbound links. This means that posts directing users to external websites are seeing reduced visibility.
- Discouraging Engagement "Pods": The algorithm also cracks down on engagement "pods," where the same group of users consistently engage with each other's posts. This tactic, designed to boost engagement artificially, is now being penalised.
- Prioritising Dwell Time: The algorithm now heavily prioritises "dwell time," or how long a user spends viewing a post. Engaging content that holds attention is rewarded with greater visibility.
- Emphasis on First-Degree Connections: LinkedIn emphasises showing content to your first-degree connections, meaning your direct network is now more crucial than ever.
Our Suggested Solution: Working with the algorithm
To work with these algorithm changes and boost impressions, we recommend the following strategies:
- Focus on High-Quality, Unique Content: Create content that provides genuine value to your audience and differentiates you from the competition. Focus on your niche and provide unique insight.
- Leverage High Dwell-Time Formats: Use formats that encourage users to spend more time with your posts, such as videos, carousels, and visually compelling graphics, such as infographics.
- Nurture Your Network: Prioritise building and nurturing relationships with your first-degree connections. Engage with their content and foster meaningful interactions to strengthen your network.
- Engage Immediately After Posting: Actively participate in the comments section within the first hour of posting. Encourage discussion and respond to comments promptly.
- Boost with a Follow-Up Comment: To boost your post and reignite engagement, consider adding a follow-up comment with a question within 24 hours.
The LinkedIn algorithm is constantly evolving, and staying informed is crucial for maintaining a strong presence on the platform. By adapting your content strategy to these new changes, you can continue to reach your target audience and achieve your professional goals.
If your team need any LinkedIn training, please get in touch with us via sales@conscious.co.uk.