I Tested the LinkedIn Algorithm…
Hello! 👋
If we’re connected on LinkedIn, you will know that I conducted my own mini experiment in October. I posted every day, at different times of day, using different mediums (polls, photos, carousels, video, etc), and I deliberately didn’t follow any of the “gurus” advice on appeasing the Gods of the Algorithm.
I did this because I’d been noticing that some of my work-related posts previously had really bombed. And by that, I mean, the reach was exceptionally low.
**When I talk about reach, or impressions, I’m referring to how many people the algo has shown my post to. NOT how many people have liked or commented- they’re ‘reactions’.
I’ve always known that to grow a personal brand, you have to show your personal side- we’re all told that to develop the ‘know, like, trust’ factor necessary to get clients and win business, you have to get over the cringe and be real on Linkedin. Previous posts that have done well for me include a photo of an empty train platform, after I’d sent my son on his first long train journey, on his own, for example.
BUT LinkedIn has always been a professional platform, and I’ve always been able to at least talk about my work, or post a relevant article for my sector, and reach has been OK.
Over the last year, things have really changed.
I noticed specific posts not be shown widely at all, and I wondered if I was just being paranoid, or OK, yes, maybe I posted an external link in the post (LinkedIn HATES that!), or maybe my posts are just rubbish?!
Thus…. The experiment. You can read the results here but essentially:
Winners:
Polls about wearing tights
Holiday selfies
Rants/ complaints/ moans
Losers:
Anything “polished” (goodbye Canva slides)
Any post aimed specifically at women (and using the word women in the text)
Any post where I was giving value- free guides, free networking, free sessions.
The irony is, that the post went “viral”, with 36,482 impressions, 27,645 members reached, 61 new followers and literally hundreds of comments. It was my best performing post to date.
Since then, I’ve had another post go even more viral. Brace yourself… 72,187 impressions, 49,270 members reached (interestingly, only 8 new followers though).
What was this amazing post, I hear you cry. Was it about your upcoming retreat, or the incredible safeguarding work you’re doing nationally, or even the about the hundreds of training sessions you’ve delivered this year????
No, it was about Vinted changing their sizes. Go figure.
UGH.
Since my experiment, I’ve been connected to the likes of Samanatha Katz and Cindy Gallop, who are doing some great work trying to prove that the algorithm is fundamentally biased against women. There are more experiments to follow, and it's gaining some real traction and attention in the media.
In my small corner of LinkedIn, I’ve reverted to being exhausted by having to concoct new ways to talk about my business without talking about my business and wondering if it's even worth it.
Just when I was ready to give up, a contract came through- via someone I originally met through a mutual connection on LinkedIn, who later joined my community, and we ended up collaborating.
Why am I telling you this?
Because I needed to give some balance. The work I’ve had from LinkedIn hasn’t always come from specific posts, but rather from relationships built over time. I’m just not sure if the ROI is worth it!
There is no real conclusion to this tale of woe. Other than to say, we’re all just trying to do our best and I think in my heart of hearts, I know that my network = net worth. Its not really about what you post, its about the relationships you build and maintain.
(Thanks to each and every one of you in my network for your support!)
