The freakin' LinkedIn algorithm, am I right?
Gone seem to be the days when all you needed were storytelling skills and some fun media to go along with posts, because it's certainly gotten more complex than that in 2024.
Take a look at this video post that performed MUCH better on other platforms with much smaller followings:
I'm sharing this because I want you to see that even with 170,000+ followers and no changes to my copywriting, this video only received 43 reactions and 8 comments, and about 4000 impressions.
I hear similar experiences from clients and connections almost daily, people frustrated that their content isn't reaching their audience the way that they had hoped for.
While LinkedIn's algorithm used to have more of a human touch, they've shifted to spam-filtering AI models, which has been super effective at reducing spammy posts but also problematic for content creators in general that are struggling to be seen:
Not only that, but they also introduced new relevancy signals such as "posts that request likes, comments, and shares" as opposed to asking questions (this is a confusing shift), member activity both for the content creator and the reader, and relevancy of the content according to the readers' profile (things like the post’s topic, language, mentioned people or companies, and other factors play into who will see your post).
Also, LinkedIn has said that your performance isn't effected by the format of the content (video, images, etc), but I can tell you that it absolutely is and video performance, which once reigned supreme, is dying a slow death on the platform.
Is your head spinning yet? Because this stresses me out and I DO THIS FOR A LIVING 😂!
Luckily this isn't a post about how doomed we all are, but rather a reason to consider repurposing that beautiful, well-written content that you've worked so hard on into another format that is algorithm-proof....
Let's talk about newsletters!
Now, you might be thinking, "Another thing to keep up with?" But hear me out, because this is not just another digital trend. It’s a powerhouse tool that could seriously amp up your LinkedIn game. It's not an addition really, but an amplification of what you're ALREADY DOING.
They're not just a way to share content; they're a strategy to elevate your personal brand, to position yourself as a thought leader, and to create a direct line of communication with people interested in what you have to say.
Here are 5 reasons why I highly recommend anybody already creating LinkedIn posts to publish a newsletter in 2024.
1. Enhanced audience reach and engagement
Take a look at my friend John Hall.
John has about 50,000 followers on LinkedIn, right?
However, look at how many subscribers he has on his newsletter:
331, 288 subscribers. How can that be?
His followers are following him, but his subscribers are following his newsletter because it teaches them to master time management and productivity, a topic that is relevant to a wide number of people.
Also notice that LinkedIn adds a subscribe button to your profile so it's super easy for profile viewers to join the fun.
2. LinkedIn posts hit the feed, newsletters hit the feed AND inbox
This is another mega reason to consider newsletters. When you create a LinkedIn post, it has a feed lifespan of about 24 hours. However, only 16.2% of LinkedIn users are active daily, which is a bummer because after about 24-48 hours, your hard work ends up in your activity section on your profile for people to dig through like a content graveyard.
Recommended by LinkedIn
However, we can keep that content alive and well by copy and pasting it into a newsletter.
As a newsletter, it can now be delivered directly into your subscriber's inbox. No, not their LinkedIn inbox, their gmail or outlook or whatever service they use inbox. It ends up looking like this:
And displays beautifully like this, with all the formatting, photos, and links in tact:
In short, most people aren't on LinkedIn daily, but ARE in their inbox daily, which is a huge advantage of doing both.
3. Stay top-of-mind
Regularly publishing a newsletter helps you stay top-of-mind with your audience. It establishes a rhythm of communication and keeps your brand or professional identity consistently in front of your network. This consistent touchpoint is especially valuable on LinkedIn, where they just hit one billion members. Don't get lost in the noise.
4. It allows for better control over visual storytelling
One of my gripes about posting on LinkedIn is that I love using photos to accompany text, but there are two issues with that:
You can only attach a photo at the bottom, but can't insert it into a relevant part of the story:
And, also, I believe that the pesky algorithm prefers posts with one photo vs. multiple. Just take a look at the difference in engagement and reach on this:
Luckily, with newsletters, you can format your story visually the way that YOU want it, not the algorithm, like this:
5. Build Trust and Authority
If you choose to create a newsletter about a specific topic of interest or expertise, it provides a platform to delve deeper and share comprehensive insights. This depth of content helps establish you as a thought leader in your field.
If you decide to create a newsletter sharing your opinions or career milestones, it almost acts like a coffee date with your audience every week, or biweekly, whatever cadence you choose. This is an awesome way to share in a way that feels more private than a post readers come across in their feed.
I hope this helps to explain some of the benefits of LinkedIn newsletters AND the advantages of publishing both posts and newsletters in 2024, and if you found this helpful, I would so love if you'd share this with your connections on LinkedIn!
Also, as a little test, let me know where you saw this, in your inbox or in your LinkedIn feed, I'm so curious to see the difference!
Until next time...
Love and coffee,
Mick
