My LinkedIn reach took a dump. Here's how I'm fixing it.
A few weeks ago, my LinkedIn reach took a dump. A big one, I’m talking impressions in the 5 figures tanked down to hundreds. And I had multiple brand deals going on so…yeah, not good.
At first, I thought maybe the algorithm was having one of its mysterious mood swings, but I did a data dive, talked to some generous friends with influencer marketing expertise (hi, Brianna Doe 👋) and realized it’s me. I’m the problem. I broke my own momentum.
I figured out the issue was this: I had been on leave for six weeks and all my content was pre-scheduled, meaning my usual commenting, new conversations, DMs, general Kara-on-LinkedIn activities halted. Just a drip of posts feeding the machine without any of the ancillary activities that make the algo gods happy. Whoops.
LinkedIn is designed to reward participation (they love keeping us in the app), not automation. When my account went quiet, even though my content didn’t, I lost the network effect that keeps my posts in circulation. Less engagement means less distribution means fewer signals to the algorithm that your stuff is worth surfacing.
So, here’s what I’m going to do to fix it:
Hit the DMs.
I went back through my DMs and replied to every (non-bot) that messaged me while I was out. I’m usually pretty good about keeping up with them and I’m a big believer that strong DM activity helps overall account health.
Post less.
You read that right. When reach tanks, the instinct is to post more because it gives a sense of control. But every time you post something new, it kills reach on your previous post, and my content tends to have a bit of a shelf life. I’m letting some space happen between posting.
Update my connections.
I’ll be pruning old connections that are either not active or not relevant to my network (unless I know them personally), and reconnecting with those who were. A small, engaged network is better than a large, indifferent one.
Publish on the fly.
My best performing posts have been the ones I think of in the moment, hammer out in a few seconds, barely proof, and hit publish. My theory is the on-the-fly content usually stems from something happening in my real life and/or fueled by emotion which is just more relatable than a 5 part brand strategy guide.
Comment more.
Not just on my own content, but I’m keeping up with great content in my network too. Some of my best clients have come from comments I’ve posted on other people’s posts, plus some great podcast invites!
So that’s the experiment for the next few weeks: show up, listen, rebuild, repeat.
I’ll let you know what happens. Let me know if you try any of these!
— Kara
Just for fun
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