A LinkedIn post I wrote went viral completely randomly, but it’s just highlighted the pointlessness of virality.
I don’t know why the algorithm picked this post up for special treatment; it’s a topic I’ve written about before, in some shape or form.
It was a story with a tip attached, a style of post that isn’t unusual for me to use.
The trigger seemed to be a 3rd-degree connection reposting it. Since then, impressions climbed and climbed, reaching more than 72,000.
It’s all very flattering, but ultimately it’s just hot air.
I’ve carefully built my LinkedIn connections, and yet the impressions are 99% from outside my network.
That leaves in-network impressions slightly above the average I’m currently receiving in this low-reach phase of LinkedIn.
Engagement from outside my network
While I’ve had some of my connections engage, for which I’m grateful, a significant proportion is coming from people so far outside my network that, while appreciated, it serves little purpose other than to boost my ego.
Yes a few more people in my network and second-degree connections may have been shown my post as a result of the virality, but most are irrelevant third-degree connections.
Aside from impressions and likes, the number of profile views is also up which is a good thing although it hasn’t let anywhere so far.
I think virality boosted the subsequent post, which did very well compared to normal, but terribly compared to the viral post.
But it’s been back to earth with a bump since, with little that I can see fundamentally gained.
It just highlights the problems with the algorithm and lack of control you have.
The signals it seems to be triggered by aren’t the signals I necessarily want the algorithm triggered by – I don’t want so much weight given to engagement outside my network.
LinkedIn serves a purpose; its effects are cumulative through consistent posting and messaging. It’s quality over quantity.
But it also a reminder that it is borrowed land over which you have no control. Always have an alternative channel such as a blog (hello) and/or newsletter that you ‘own’.
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