Back in 2021-2022, my weekly Document uploads had a minimum of 10K views – with some past 50K impressions.
2018-2019, my videos received 5k-10k views at least.
➡️ Both were packed with insights and delivered value. And over the past 6-9 months, they never crossed over 2,000 impressions.
Over the past 90 days, only 3 posts (and I post daily) ever crossed 10,000 views.
And approximately 20% of my ANNUAL TRAFFIC dropped on my recent viral post about Ryan Reynolds – disclosing how X generated 22 million views on a post and that’s unseen on LinkedIn.
🤦♂️ Apparently, LinkedIn took that personally and decided to keep pumping up more and more and more views on this post.
In a very disoriented way, may I say: the first 48 hours generated ~25K views, then some slowdown, and despite the lack of active engagements, it just keep surfacing on top of feeds and about to cross 200,000 views soon.
Do I consider this a high-quality post? Not at all. ❌
Times and times again, I repeat that LinkedIn’s reach is broken, and viral content is all that counts. The era of valuable content is over in 2024 and the only way this COULD change is an algorithm update (reverting back to the old news).
With ~20,000 followers, only 30 posts in the past year have crossed 4,000 impressions. That’s under 10% of my content so far.
So < 10% of my content reaches 20% of my audience.
And it’s not even my followers: it’s a mix of 1st-level connections, 2nd-level, and 3rd-level.
On average, a single post on social reaches 5% to 6% of all followers.
🧑🏫 When you write an email, you’re almost guaranteed reach. Out of 10 1:1 emails, if people know you, they will receive it.
It’s not cold outreach, but 1st level connections: colleagues, vendors, partners.
🧑🏫 Email subscribers: open rates are lower (30% – 50%), but delivery rates are over 99%. Even if readers don’t read your email or their privacy app doesn’t fire an open, they see the subject and know what’s going on.
🧑🏫 If you call or text a 1st level connection, they know you did it.
🧑🏫 If you DM a first-level contact, they see it.
I question the viability of social networks in 2024 like NEVER before. Unless you are a solopreneur, personal trainer, a low-cost freelancer or a product-led startup founder, deliverability is atrocious.
While Instagram and TikTok may be about virality and showcasing your outfit or dance moves to everyone, a B2B professional network shouldn’t act like this.
What my social time allocation looks like this quarter instead:
