No one can claim to correctly know how a particular social media platform or website algorithm works.
Unless they are one of the engineers at the company.
But as marketers, we spend a lot of time trying to figure out or game the algorithm.
And the engineers spend even more time trying to thwart us.
After all, their job is to keep us on their website longer.
Our goal is to get what we need from the website or social media platform and leave.
But one person I follow on LinkedIn does a very good job of making an educated guess about what is working and shares a detailed report on it.
The latest report, Update Algorithm Insights from Richard van der Blom of Just Connecting has just been released.
For those of you looking to up your LinkedIn game 3 key insights from the report when it comes to your personal profile;
1. Overall Decline in Reach
Both total and median reach have dropped in 2024. Posts are reaching fewer people, with average performance trending lower. The spike in March is generated by the release of the new video feed by LinkedIn™, also suggesting a little algorithm tweak to favour video content.
2. Stability in Total Reach, But Weaker Performance
Although total reach has stabilized this year, it’s still lower than 2023. Viral posts are less frequent, but audience engagement remains steady. Engagement numbers have been less impacted by the loss of reach. This also means that each engagement now results in less growth.
3. Median Reach Reflects Weaker Typical Performance
A sharp decline in median reach suggests most posts are performing worse than last year. This may be due to rising competition in feeds, shifts in content preferences, or updates to LinkedIn™’s algorithm. Follower Growth has slowed down another 25% compared to November last year.
There is a lot more in the 30-page report and it is well worth spending time diving in if you are serious about LinkedIn. You can grab a free copy here.
Image thank you to Markus Spiske on Pexels.com