Why Everybody's LinkedIn Reach is Down

Today, I have 3 important things to share with you:

1: Why everybody’s LinkedIn reach is down

2: Dangers of LinkedIn automations

3: New post distribution changes by LinkedIn

Make yourself comfortable, let’s get into it.

Why Everybody’s Reach is Down

First, I want to give an honorable mention to the importance of location. If you remember I have shared insights about it in the past editions here and also here.

I finally moved my location back to the US and my reach has picked up significantly again. You should note that this is the location where I was going viral and I have most of my connections.

The moment I moved back, my older posts started performing much better. However, my feed became much messier again. My conclusion on this is that I don’t mind a messy feed as long as I get good reach.

Now, to the other problem.

In the last few months, my weekly (impressions) reach has been consistently over 20k. But in the last 2 weeks, it is around 6k impressions.

My posting hasn’t dropped. My commenting hasn’t dropped. I have stuck with my niche. And there is only one general conclusion for most people – the bulk of the professional world is on summer vacation.

Less people active on LinkedIn means there are less people for your posts to reach.

While that seems like a good reason, if you compare it with the previous year, does it really hold?

I was in contact with someone recently who said July was their best month for reach last year. And July this year sucks significantly.

I don’t have a definitive answer on this. But what I would say is this – is there a reason for people to be checking LinkedIn this summer?

Do people feel like taking a break from LinkedIn?

I certainly feel like taking a break. But no breaks yet for me though. I know some other people who have stopped posting and very likely haven’t opened their LinkedIn app in a while.

LinkedIn is also carrying out some algorithmic changes. And that is affecting the reach of a lot of people who consider themselves “creators” and “influencers”.

I do not recommend considering yourself as a LinkedIn influencer. Remember why you are on the platform. Focus on the business you are there for.

Everybody’s reach is down right now on LinkedIn because a lot of people are taking a break from it due to a combination of these factors; summer, economic landscape, LinkedIn algorithmic changes, location, and low reach experience. This is my take.

Also, I can say with fair certainty that people in Europe will have much less reach that people in America (and the rest of the world). You know the reasons for that.

Europeans doesn’t joke around with their vacation time. They disconnect from everything.

Dangers of LinkedIn Automations

Your strategy on LinkedIn matters. And once you stick to a strategy, see it through. Go with it to the end. Don’t change your mind every few days.

I had a conversation with someone using LinkedIn automations this past week. This person has a better following than I do, but much less reach. And I wondered why.

Before I could ask the question, I already had my answer. The person uses LinkedIn automations and sends about 20 connections request per day. And this is part of their business funnel.

Does it work? Yes. But it has its consequences…

If you use that method, you can be sure your reach would be mostly crappy. Your feed would be very messy.

However, if that generates appointments for you which then converts into clients, that is awesome. Reach doesn’t matter, as you are already making money.

This is a viable pathway to generate revenue from LinkedIn, but not the only one though. However, you cannot eat your cake and have it. This means you cannot do that and play the “reach” and “CTA” posting game. You would have to be okay with your posts sucking.

At that stage, you just make posts that makes people want to book appointments with you.

So, if you want to use LinkedIn automations, feel free to do so. But you have to follow the funnel to the end.

New Post Distribution Changes by LinkedIn

You remember LinkedIn showing posts that are 2 weeks old and 3 weeks old. Well, it is still happening but the intensity is reducing. Apparently, it is not a glitch.

LinkedIn is actually now rewarding relevancy over recency. This means that the LinkedIn algorithm will now favor posts that are relevant to your audience over posts that are more recent.

This further defeats the purpose of follower counts. And as you have heard me say several times already – follower count doesn’t matter anymore.

Now, the game is all about how good you are with content creation. Make posts that are relevant to your audience. Remember the tips from the viral content framework.

Another big advice here is for you to stick to your tribe. Stick to your tribe. The people who engage with your content regularly, send them DMs. Start a conversation with them.

There are 3 kinds of people like this – peers, clients, and strangers.

Peers that engage with your content are super important. Stay close to them. Clients rarely start a conversation but they will click on your CTA. Remember to make a conversion post at least once a week.

And strangers, try to see if you can help them in some way. It always comes back to hit you. You never know who they can connect you with.

Make posts that are relevant to your niche. Never forget this.

Cheers.

If you learned something from this, help us reach more people by sharing with a friend or colleague. Thanks!