Your LinkedIn post views looking depressing? There has been a major shift in how LinkedIn shows your content. Read this post to find out what change has been made and how to get around it.
Why Did My LinkedIn Post Views Decrease?
Active LinkedIn content creators tend to have the same routine. They publish a post and check on the number of views about two hours later. Why?
It’s because that view count is normally the peak view count for the specific post. Therefore, it can be rather alarming to see those numbers crashing in recent weeks.
Is it because your recent content has not been up to par as before?
Or have you, perhaps, been shadowbanned?
While the above are two of many plausible factors, we’ve found the main source to be something else, one that you can leverage while others are still scrambling to find the root cause of their LinkedIn post views decreasing.
And the truth of the matter is rather unsurprising:
Latest LinkedIn Algorithm Update – September 2021
LinkedIn rolled out yet another massive algorithm update in late August 2021.
Because of this latest change to the algorithm, everyone can expect a drastic change in how fast their post views come in.
LinkedIn Post Views Growth: Progressive versus Stagnant
Stagnant Post Views Growth
Previously, we’d see a spike in views in the first few hours after publishing a post on LinkedIn. View counts would plateau after the large spike before decreasing over time. If you publish a new post, view counts for the older post could decrease even quicker.
Here’s a graph of a LinkedIn post I published in mid-August 2021. It received 3000 views in the first few hours after I posted. After that, the view counts grew very minimally and soon hit a plateau.
And here’s another one from back in July 2021:
Again, my post saw a spike in views. After that, the curve quickly flattened.
Progressive Post Views Growth
Since the recent update, post views are coming in much more gradually. A post might not even show up on your connection’s feed until hours after you’ve posted it.
This graph here is one from a post I published in the first week of September 2021. See how my LinkedIn post views continued to grow steadily over the next few days?
And here’s the graph of my most recent post:
Since it has only been two days, the views are still climbing.
Is This Slow Burn Effect A Good Change?
Yes, most definitely!
You will continue to see a gradual climb in the number of views over a longer time.
In other words, a post from a week ago could still be receiving a lot of views today.
This only benefits us as it means broader reach.
How Do I Maximise This LinkedIn Algorithm Update?
Don’t Over-Post on LinkedIn
How often should you post on LinkedIn?
The answer is three times a week. Why this specific amount?
Well, it’s not easy for anyone to come up with new topics or ideas to write consistently. Capping your posting frequency keeps you from getting stuck in a content creation rut.
Additionally, LinkedIn’s algorithm will often prioritise the newer post. As a result, the older post gets subdued, and you miss out on the opportunity to capitalise on the views it could have received.
In other words, you will want to maximise the momentum and views of your LinkedIn post.
The Solution: Post on Mondays, Wednesdays and Fridays (or schedule alternate days that work for you). After you’ve published a new post, check on your older post’s view counts.
Keep Up With the Engagement
Engagement during the first two hours after you published a post is still extremely vital. It’s just that it won’t lead to an immediate spike in reach count like before.
Make sure to respond to comments and keep those insightful conversations going. As more of those views come in, they would also be compelled to engage with your post.
In fact, engagement is even more important than ever, now that LinkedIn promotes everyone’s post for a longer period.
Suppose you and your competitor happen to post similar educational content on LinkedIn.
Both are of great quality.
Both of you share a similar number of connections and followers.
Since this update, it matters less that your post is more recently published than theirs.
So, how do you ensure that the post you published today is the one getting the eyeballs instead of the post published by your competitor two days ago?
This lies in the volume and quality of engagement.
Easier said than done? It’s not.
Engagement advertising can help you achieve the eyeballs you need to grow your online presence. While LinkedIn gives your voice a platform to be heard, engagement advertising amplifies your voice so that you’re more discoverable to your target audience.
Mix Up Your Content
Great LinkedIn content isn’t necessarily educational.
Profound LinkedIn content doesn’t have to be 3000-characters long.
While text-only posts continue to dominate in terms of view counts, it doesn’t have to be the only type of format you use on LinkedIn.
Here are the top reasons why:
1) People don’t always want to be educated. If you’re an SEO expert who collects funny memes about SEO, share them. If your SEO company recently landed an exciting project, talk about it.
2) Our attention span is getting shorter. We’re getting more impatient and busier. Once in a while, reading a 3000-character post is fine. Nevertheless, the topic must be interesting, and the copy has to be compelling. However, to keep up with dozens of these lengthy posts is exhausting.
3) Break the monotony. How do you portray yourself as a person full of ideas and open to possibilities? How can you retain your audience’s attention? It’s simple: post other types of LinkedIn content from time to time.
The Bottom Line
This slow-burn effect isn’t a bad change for us LinkedIn users. If anything, it will give us more opportunities to promote our posts for longer periods.
Hence, don’t worry about the slower increase in views on that first day.
Keep up the engagement and monitor your view counts every few days; they will gradually climb over time!