What are some of the significant changes to LinkedIn?

1) The most significant difference is the drop in Organic reach.

In the last 6 months, everyone has seen the drop. Most estimate it at 65%.

The push to paid or "boosted" ads is gigantic.

I have not heard anyone have success with paid ads, unless they spend 6 months experimenting with A/B testing and using an agency putting out consistently great content. Ads start at about $2000/month with a 3-month commitment.

I do have clients who have had success with boosting. A topic for another newsletter.

The silver lining is, engagement is up by 12% and the number of people actively commenting on LinkedIn is steadily rising.

LinkedIn is becoming a Creator Platform, very different from TikTok, but many of the same concepts.

Carousels are performing at least 2X better than any other type of post.

2) Polls have added an additional choice. It used to be only 4. Now you can add a fifth choice, as in the screenshot above. Odd numbers are known to be more engaging.

Polls exploded the week everyone discovered this. Even your grandmother was putting out polls. That died down quickly, but there are still too many polls out there.

And most of them are not effective. Just annoying.

A good poll drives business, inspires questions and critical thinking, informs, or entertains. They can be very engaging.

I use polls frequently when I speak. I compare the LinkedIn results to the Event results. It's fun.

3) Slider Profile Banners. Why? Seriously. If you are an extrovert or, just can't decide on one banner, OK. They move too fast to read all that info.

It's a shiny object. Does that drive relationship and business objectives?

I don't like them. I'm such an introvert, and that is just too flashy for me. Here's an example.

I am curious if you have this option with Basic LinkedIn, or if it is only a Premium Feature. Will someone with Basic get back to me with that?

4) "Junk" Content on LinkedIn has increased by 286%. Junk content is posting that doesn't get much engagement, doesn't add value, and just takes up space in your newsfeed.

I think we can blame this on AI.

Everyone thinks they are a "Creator."

It depends on what your purpose is for your content.

I highly recommend that you fine-tune your newsfeed to serve up only what you want to see.

5) Retail has arrived. Kikkoman's, Gatorade, Estee Lauder, Coach, and so many more have Business Pages on LinkedIn and are regularly sharing content. They have bigger budgets than you and I do, so plan to see more of this.

The average income of LinkedIn members is well over $120,000 annually. I'm surprised it has taken them so long, frankly.

Do I want them here? No. I don't want them IG or FB either. But...

My best advice is whatever you do on LinkedIn, be intentional.

Are you adding value for your Ideal Audience?

Are you nurturing relationships?

Are you adding to the conversation?

Are you driving business results?

Don't be that person that is just adding to the noise.

Until next time... 

Angela

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