🧁 How to decide if adding a link to your LinkedIn post is wise
Myth or fact? Adding a link to your LinkedIn post decreases reach. It used to, at least that's what we all believed. We never got it confirmed by LinkedIn.
Last year LinkedIn seemed to deny it
At least one person at LinkedIn did 😉
Rushi Jobanputra, Senior Director of Product Management: Feed and Content at LinkedIn posted a video short answering the question:
Does adding a link in my post impact its reach?
He said: "The simple answer is no. We don't intentionally limit the reach if posts with links in it."
Rishi explained that "if your post leads with value, the knowledge, insights or key take aways of what's in that link then the link is just there to dive deeper."
Reduced reach can be explained by the content and intention of the post more than the simple fact that there is a link.
Yet if the sole purpose of your post is to drive traffic to that link, that's not going to create much value for the user and will impact reach.
🤷♀️ So why do many experts still say their reach dropped by 30%?
Here's some of my thoughts, mind you all based on what we knew about the algorithm before 360Brew
🧁 Dwell time signals that the post offers value. Long posts, posts with a PDF (carousel swipey-type-thing) and posts with uploaded video keep people dwelling on your post.
Clicking a link moves people off platform, so no longer dwelling
🧁 Comments were also considered a great signal to the algorithm that the post is valuable.
Clicking a link means leaving the platform and who ever goes back, trying to find the post to then leave a comment?
But most of all...
Say a link does reduce the reach of your post by 40% (random number fo easy math) and let's say 5% of people tend to click a link.
🧁 What would you rather?
Post without link, 1000 impressions, 0 clicks
or
Post with link, 600 impressions, 30 clicks
So think about the purpose of your post. Do you want more visibility on LinkedIn, then write a post that sparks engagement.
Do you want people to click to something you're promoting... put the link in the post to make clicking easy.
Want both?
Create content that gets engagement for wider reach and add your link when appropriate.
🧁 What type of LinkedIn posts work best for you?
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🧁 How to decide if adding a link to your LinkedIn post is wise
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