LinkedIn® Engagement in 2024 - Algorithm update 5 of 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 has uncovered a startling trend: the primary driver of declining reach isn't algorithm changes or increased competition, it's the unprecedented surge in AI-generated content. This comprehensive study reveals why authenticity matters more than ever in your content strategy.

The Numbers That Should Alarm Every Business Leader

The past six months have shown dramatic increases in AI usage across LinkedIn®:

- 130% increase in partially AI-generated posts (>50% AI-written)

- 180% surge in fully AI-generated posts

- 75% rise in AI-generated images

- Staggering 340% increase in AI-written comments

Table of Contents

• The Numbers That Should Alarm Every Business Leade …

  • The Business Impact: What This Means For Your Bran …

  • Immediate Effects

  • 1. Diminished Engagement

  • 2. Trust Erosion

  • Long-term Implications

  • Strategic Recommendations for Business Leaders

  • 1. The 50/50 Rule

  • 2. Content Authentication Strategy

  • Numbered list

  • Real-World Examples

  • Example 1: Balanced Content Approach

  • Example 2: Authentic Engagement Pattern

  • - Share personal learnings from recent projects

  • Implementation Guide

  • Immediate Actions

  • Weekly Tasks

  • Monthly Review

  • Common Pitfalls to Avoid

  • 1. Over-Automation

  • SUMMARY

The Business Impact: What This Means For Your Brand

Immediate Effects

1. Diminished Engagement

 - Users are increasingly disconnecting from content that feels inauthentic

 - The flood of AI-generated content is creating "connection fatigue"

 - Personal interactions are being diluted by automated responses

2. Trust Erosion

 - Audiences are becoming more sceptical of content authenticity

 - The personal brand value of thought leadership is being compromised

 - Network relationships are becoming more superficial

Long-term Implications

- Reduced organic reach potential

- Decreased effectiveness of content marketing strategies

- Potential damage to brand authenticity

- Risk of losing valuable network connections

Strategic Recommendations for Business Leaders

1. The 50/50 Rule

- Limit AI-generated content to less than 50% of your posts

- Focus on using AI as an enhancement tool, not a replacement for human insight

- Maintain your authentic voice and perspective

2. Content Authentication Strategy

Good Practice:

- Use AI for research and outline creation

- Add personal experiences and insights

- Include real-world examples from your work

- Share authentic behind-the-scenes content

Poor Practice:

- Publishing unedited AI-generated posts

- Using generic AI-written comments

- Relying on AI for complete content creation

- Using AI-generated images without customisation

3. Engagement Authentication

- Respond to comments personally, not with AI

- Share genuine experiences and insights

- Create content that sparks real discussions

- Focus on building authentic relationships

Real-World Examples

Example 1: Balanced Content Approach

Monday: Personal story about a business challenge

Tuesday: AI-assisted market analysis with your insights

Wednesday: Behind-the-scenes team content

Thursday: AI-researched industry trends with your commentary

Friday: Authentic case study from your experience

Example 2: Authentic Engagement Pattern

- Share personal learnings from recent projects

- Discuss real challenges and solutions

- Include specific details only you would know

- Reference actual conversations and meetings

- Add your unique industry perspective

Implementation Guide

Immediate Actions

1. Audit your current content mix for AI dependency

2. Identify opportunities for more personal storytelling

3. Plan authentic engagement strategies

Weekly Tasks

1. Create a balance of AI-assisted and purely human content

2. Monitor engagement patterns on different content types

3. Engage authentically with your network

Monthly Review

1. Assess engagement rates across content types

2. Evaluate relationship building effectiveness

3. Adjust AI usage based on performance metrics

Common Pitfalls to Avoid

1. Over-Automation

 - Avoid using AI for all content creation

 - Don't automate relationship building

 - Skip generic AI-generated responses

2. Authenticity Gaps

 - Don't publish AI content without personal input

 - Avoid generic industry observations

 - Skip trending topics without unique insights

SUMMARY

The data is clear: while AI can be a powerful tool, it shouldn't be the dominant voice in your LinkedIn® strategy. Start by:

1. Conducting an audit of your last month's content

2. Identifying opportunities to add more personal insights

3. Creating a content calendar that prioritises authentic experiences

4. Developing a genuine engagement strategy (see yesterday’s post for more information on this).

Remember: In a world of increasing AI content, authentic human connection becomes your strongest differentiator.

LinkedIn®'s value lies in real professional connections and authentic knowledge sharing. As AI usage continues to surge, those who maintain their authentic voice while strategically leveraging AI will stand out and succeed.

Are you ready to transform your LinkedIn® strategy?  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 posts become inauthentic. Let's make your brand stand out.

Pre-order my book today at onlinemediaworks.co.uk

Best wishes

Esther