Improving the Reach of LinkedIn Content - The Never Ending Saga
It is no secret that the organic reach of LinkedIn content has declined significantly in recent years. This applies whether one is talking about posts in groups, LinkedIn Publisher posts, or status updates. There has been a lot of debate about why this is taking place and what to do about it. It really shouldn't be this hard to achieve results. It's a source of frustration and I definitely have not found a magic bullet. Many Linked In members have been experimenting to find approaches that work but it's not easy to do though.
LinkedIn Status Updates are visible when members click on "Home". Members can also creat their own status updates by sharing their own updates, photos, articles, and videos from "Home".
Clicking on "Write an Article" takes members to LinkedIn Publishing where they can share longer form blog posts.
I've addressed LinkedIn Publisher here:
Today, we'll focus on LinkedIn status updates. Some members think it's just too much work to try and get results from status updates. I tend to lean in that direction. Even if one has thousands of connections, status updates are distributed to very few of them.
One thing is certain if you are successful in "cracking the code", status updates that attract a lot of views can drive significant traffic to your website and blog posts.
5 Things we Know for Sure About Improving the Reach of Status Updates
What are some of the strategies that can improve the reach of status updates? I've discovered a few things.
- post without photos - text only posts tend to do better Here is an example but, unfortunately, a short question like this is of limited use for business status updates:
- the more people who like and comment on status updates shortly after they are posted, the more viewers the status update will attract
- grow your base as the impact of likes and comments is magnified when members have 30,000+ connections
- connect with as many highly connected individuals as possible and let them know that they are welcome to like and comment on your status updates if they find them to be of value
- don't hesitate to ask members with a lot of followers if they will do you a favour and help you improve the reach of your content (i.e. by liking and commenting)
Learn From the Experiences of Others
It Only Take One....BUT
Engagement on status updates from ONE well-connected member has far more impact than the likes and comments of dozens of members with fewer connections.
BUT this strategy does not work for Publisher posts. The same well-connected member who helped me generate over 5000 views on my status update by liking and commenting also liked and commented on a Publisher post. Two days after publication, despite receiving 15 likes, 6 comments, and 5 shares, it only has 36 views.
There is only so often that you can ask people to do favours for you. (After a while, it will become annoying.)
My network is far from shabby but, clearly, thousands of connections are not enough to generate results. (I have 4377 connections and 5277 followers.)
Here, yet another result that can be attributed directly to the generosity of member with a lot of connections who liked and commented on my status update.
If you think it's worthwhile, experiment until you find strategies that achieve better results for you. If despite your best efforts, it's not working, explore what other platforms have to offer. For example, on beBee, 100% of your connections see 100% of your posts 100% of the time.
- What strategies have you found to be effective in improving the reach of LinkedIn status updates?
- Which of the strategies suggested in this post do you plan to try?
- At the end of the day, do you think all of these efforts are worthwhile or is it just too much work for too little return?