Every regular LinkedIn user has felt it.

Fewer views of your posts.

‘Likes’ and ‘shares’ are a fraction of what they were before.

Indeed, I posted a very popular blog on the best way to ‘use the LinkedIn algorithm’ (which was all the work of Richard van der Bloom), and now it’s clear that many of those ‘rules’ have changed completely.

I have seen it myself, and I have a very good audience to test it on. (321,000 LinkedIn followers. Feel free to connect here )

Some of my posts start well but then get zero traction after a few hours. They just sink. Some just sink from the get-go!

Overall, I estimate that my LinkedIn posts currently get about 40% of the engagement they did six months ago.

If you are a regular LinkedIn content creator, that can be very frustrating. Even an occasional poster must wonder if it’s worth it. It takes hard work to create good material, and now it seems LinkedIn has totally moved the goalposts.

So, how wonderful to get affirmation of what is happening and deep insights into how LinkedIn has changed.

The entire article below this is taken from a post by Richard van der Bloom.

Here is the original.

Give him a follow and sign up for his insightful newsletter.

He is the LinkedIn guru. Thank you, Richard,

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Update on LinkedIn trends in reach, engagement, follower growth and more.



After publishing our Annual Algorithm Report (February 6th) we continue to research what’s happening with LinkedIn™ and the performance on the platform.

Here is the update on the most recent metrics.

All numbers are averages compared to the situation on January 6th



Personal Profiles

• 
Impressions: down to 30% – 40%
• Follower Growth: down to 35% – 45%
• Engagement: down to70% – 80%
• Impact of Top Voice (Collaborative Articles) on reach: None



Formats

• Carousel (aka PDF aka Document): down to 40 – 50% (!)
• Text + Image Post: down to 30 – 40%
• Native Video: down to 75 – 85%
• Polls: down to 40 – 50%

What we see in our Feed now

• Sponsored Content & Ads: almost 50%
• Preferred Content Creators: almost 24% (*)
• Other Content Creators: 18%
AI Generated Content by LinkedIn: 6%
• Organic Company Page Content: around 1,5% (almost invisible)

(*) it seems that lately, LinkedIn™ is favouriting specific content topics around AI. Also, engagement (your comments) on AI-generated content gets more visibility than the average comment you leave on content from your network. A bad idea, when it comes to the ‘social’ in social network in my eyes.

( I agree 100% with Richard on this – Greg)

More interesting facts (Again, compared to January 6th 2024)

• Posts with selfies (you in the picture) now get up to 50% less reach (!)
• Personal Stories are shared amongst your followers but see a severe drop in reach after the first 24 hours. Like LinkedIn™ has shortened the life span of 
these posts
• Posts with over 8 tags perform 30% less now, regardless of engagement
• Hashtags have no impact anymore whatsoever on reach/performance

It seems we are all in the same boat.

 The graph below shows the reach of 40 big content creators (+100k followers) we have been following for 2 years now.

• 36 are down in reach between 35% and 55%
• 2 have managed to keep things more or less the same
• 2 are going against the trend and see more reach

I rarely publish any material on my blog that is not my own original work. Today is different.

All this is the work of Richard. Please give him some love.

His LinkedIn
His original article
His January 2024 research
His newsletter, which you should sign up for

Also, I should acknowledge that I first saw this article via Recruiting Brainfood, the newsletter Produced by Hung Lee.

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