{"id":9742,"date":"2025-05-29T16:13:17","date_gmt":"2025-05-29T16:13:17","guid":{"rendered":"https:\/\/www.headlandconsultancy.com\/international\/?post_type=insight&p=9742"},"modified":"2025-05-29T16:14:46","modified_gmt":"2025-05-29T16:14:46","slug":"video-rules-them-all-linkedins-new-recipe-for-success","status":"publish","type":"insight","link":"https:\/\/www.headlandconsultancy.com\/international\/insight\/video-rules-them-all-linkedins-new-recipe-for-success\/","title":{"rendered":"Video rules them all: LinkedIn\u2019s new recipe for success\u00a0\u00a0"},"content":{"rendered":"\n

Social media algorithms are one of life\u2019s great levellers. It doesn\u2019t matter how many followers you have, or how much media coverage you generate. If you post on feed-based platforms, the algorithms rule OK.<\/p>\n\n\n\n

LinkedIn has traditionally offered the best returns when facing off against those organic algorithms \u2013 but the free reach it once promised is on the wane. According to the comprehensive research conducted and published by independent consultant Richard van der Blom<\/a>, reach (as in the number of people who see your post on LinkedIn) has dropped by nearly 50% in the past 12 months.<\/p>\n\n\n\n

In our own research, we see a similar decline in the numbers for the top thirty most engaged FTSE 100 CEOs on LinkedIn. In May last year, the average engagements (likes, comments and shares) per post for this group were 927. Fast forward twelve months, and that number has dropped to 654 engagements per post.<\/p>\n\n\n

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Platforms like LinkedIn regularly update their algorithms, and these updates affect performance differently. Recently LinkedIn has been warding off users from overusing generative AI in posts and copy \u2013 as a result it\u2019s been rewarding more \u201cmeaningful engagement\u201d, in the form of longer comments.<\/p>\n\n\n\n

It\u2019s also heavily prioritising video, which may explain why some of the CEOs in our sample set saw their numbers affected. Of the 738 posts in our sample, only 17% were videos. Nearly half of all the posts were images, which tend to perform better than text-only posts, but don\u2019t get the same kind of boost that video does at the moment.<\/p>\n\n\n\n

But these fluctuations in performance shouldn\u2019t leave any LinkedIn users disheartened \u2013 whether they\u2019re a CEO or not. Algorithms and platform trends change regularly.<\/p>\n\n\n\n

The crucial factor for success is to have a clear strategy in place, with distinctive content pillars to build posts around. You can then augment these foundations with our magnificent seven tried and tested recommendations:<\/p>\n\n\n\n