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  • Writer's pictureDouglas Kennedy

LinkedIn is Killing Its Organic Reach: Here’s What To Do


LinkedIn personal branding

In May of 2022, a remarkable shift occurred on LinkedIn. The platform, once dominated by corporate professionals and job seekers, suddenly witnessed an influx of creators. This transformation wasn’t a fluke but a calculated move by those who recognized LinkedIn’s untapped potential for organic reach. The phenomenon was undeniable, and the consequences, extraordinary.


I vividly recall observing well-established creators from Twitter seamlessly transition onto LinkedIn. Their growth was nothing short of explosive. Among these, Kevin Graham stands out in my memory. Watching him amass a following of 10,000 in just 90 days was a blend of jealousy and sheer inspiration for me.


Fast forward to the present day, LinkedIn has metamorphosed into a platform with over 1 billion users. It’s not just about the numbers; the platform has evolved, introducing new features that enhance user experience and engagement. More importantly, LinkedIn is positioning itself as a key player in the creator economy.


However, there’s a looming concern that haunts me — the potential downfall of this creator paradise. If there’s one move that could reverse LinkedIn’s ascendancy, it would be undermining its organic reach. Such a decision would be to sever the lifeline that attracted creators in the first place. It would be wild to witness LinkedIn diminish its best asset.


But imagine LinkedIn decides to restrict organic reach. What should creators like us do?

Here’s my take — 5 non-negotiable principles that every creator on LinkedIn should embrace:


1. Prioritize High-Value Content

Quality is king. Your content should not just attract but also add immense value to your audience.


2. Network Relentlessly

LinkedIn is a networking goldmine. Utilize it to connect with like-minded individuals and expand your professional circle.


3. Build Genuine Relationships

Beyond connections, focus on building meaningful relationships. Authenticity goes a long way.


4. Engage

Interaction shouldn’t be a chore. Engage with others’ content genuinely and create a community of mutual support.


5. Stay True to Your Vision

Amidst trends and shifts, never lose sight of your mission and values. Authenticity in your voice and content will always resonate.


The future of LinkedIn, especially for creators, is full of possibilities. It’s a platform that has shown tremendous growth and potential. However, the key to leveraging LinkedIn, regardless of algorithm updates, lies in the value you bring to the table.


I’m curious to know your thoughts. What strategies do you think are crucial for thriving on LinkedIn in 2024? Let’s discuss and grow together in this ever-evolving landscape.

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