EXPOSED: Why Your Company Page is Invisible - Algorithm update 2/6

Hi!

Earlier this week I gave you the background to Just Connected’s latest LinkedIn® algorithm report (if you missed it you can read it here)

This latest research reveals a concerning trend for LinkedIn® company pages, with significant declines in reach and engagement throughout 2024. This analysis provides crucial insights for business leaders managing company presence on LinkedIn®, particularly given the platform's apparent push toward paid promotion.

Let's turn these insights into impact.

Key Business Impact:

1. Organic reach is no longer guaranteed - even for established company pages

2. Content strategy needs to balance organic and paid approaches

3. Traditional content formats are being deprioritised

4. Quality metrics matter more than ever for organic success

Table of Contents

• Let's turn these insights into impact.

  • 1. Overall Performance Trends

  • 2. Content Characteristics

  • RECOMMENDATIONS:

  • 2. Paid Strategy Integration

  • 3. Format-Specific Approach

  • EXAMPLES:

  • 1. High-Performing Company Post Structure:

  • 2. Video Content Strategy:

  • 3. Paid Promotion Framework:

  • SUMMARY

1. Overall Performance Trends

- Significant decline in both total and median reach from 2023 to 2024

- More stability in 2024, but at lower levels

- Early 2024 showed some recovery but still below 2023 levels

- Company pages seeing less dramatic drops than personal profiles

- Monthly metrics (compared to November 2023 baseline of 100):

* Reach: Dropped to 79

* Engagement: Dropped to 74

* Follower count: Dropped to 89

2. Content Characteristics

Average Posts vs Top 5% Posts

RECOMMENDATIONS:

Content Strategy Optimisation

- Focus on polls and native video content (best performing formats)

- Create longer, more detailed posts (900+ characters)

- Use fewer hashtags than average

- Reduce @ mentions (less than 1 per post)

- Aim for moderate complexity in writing (readability score 4-6)

2. Paid Strategy Integration

- Develop a hybrid approach combining organic and paid content

- Consider boosting best-performing organic content

- Test different content types with small paid budgets

- Monitor rturn on investment across different content formats

3. Format-Specific Approach

- Prioritise video content and polls for organic reach

- Minimise reliance on document and text-only posts

- Consider converting document content into video format

- Use carousel posts sparingly unless boosted

EXAMPLES:

1. High-Performing Company Post Structure:

[Company Name] is proud to announce a breakthrough in [industry]

Here's what this means for you:

→ [Benefit 1 with specific metric]

→ [Benefit 2 with specific metric]

→ [Benefit 3 with specific metric]

But don't just take our word for it.

[Client quote or social proof]

Want to learn more?

[Clear call to action with link]

2. Video Content Strategy:

- Monday: Product Feature (30 seconds)

- Wednesday: Customer Success Story (45 seconds)

- Friday: Industry Insight (60 seconds)

3. Paid Promotion Framework:

Week 1: Test organic reach

Week 2: Boost top performer ($50)

Week 3: A/B test content variations

Week 4: Scale successful format ($200+)

SUMMARY

The data clearly shows that LinkedIn® company pages are facing unprecedented challenges in organic reach. However, this creates an opportunity for businesses willing to adapt their strategy. Success in 2024 requires a sophisticated approach combining high-quality organic content with strategic paid promotion.

Are you ready to transform your company's LinkedIn® presence?  My new book A to Z: Everything You Need to Know about LinkedIn for Business Owners & Leaders provides a complete framework for turning these insights into action. This book is an essential guide for anyone looking to grow their online presence. I guide you through the best ways to use LinkedIn™ step by step. This book is designed to be used in a non-linear way, to provide a unique, personalised learning experience that adapts to your specific needs and interests.

Don't let your company page become invisible. Let's make your brand stand out.

Pre-order it today at onlinemediaworks.co.uk

Best wishes

Esther