There’s a lot of talk about how our reach or visibility on LinkedIn has changed over recent times. Here’s an analysis of my own stats.
Introduction.
I’ve shared plenty of my own data in the past but now that we have a space where I can go into more detail for Espresso+ members, I feel much happier putting all of the detail here.
Nothing you see below is a substitute for gathering your own data based on your content and your audience. I don’t have a magic button for that, sorry!
I hope this information gives you some idea about how you can look for insight on your own LinkedIn data.
Average post stats by year.
2018 – 139 posts.
| Impressions | Reactions | Comments | Reposts |
|---|---|---|---|
| 3055 | 51 | 46 | 0.9 |
2019 – 242 posts.
| Impressions | Reactions | Comments | Reposts |
|---|---|---|---|
| 6289 | 98 | 94 | 2.3 |
2020 – 208 posts.
| Impressions | Reactions | Comments | Reposts |
|---|---|---|---|
| 8650 | 143 | 108 | 4.2 |
2021 – 270 posts.
| Impressions | Reactions | Comments | Reposts |
|---|---|---|---|
| 9215 | 95 | 90 | 1.1 |
2022 – 229 posts.
| Impressions | Reactions | Comments | Reposts |
|---|---|---|---|
| 7036 | 86 | 71 | 1.6 |
2023 – 232 posts.
| Impressions | Reactions | Comments | Reposts |
|---|---|---|---|
| 4124 | 60 | 61 | 1.1 |
Combined.
These figures are from 2018 to 2023.
| – | Posts | Reactions | Comments | Impressions | Shares |
|---|---|---|---|---|---|
| Text | 287 | 105 | 91 | 8408 | 2.8 |
| Image | 614 | 83 | 74 | 6290 | 1.3 |
| Video | 309 | 85 | 77 | 5493 | 1.4 |
| Doc | 57 | 106 | 98 | 10397 | 3.6 |
| Poll | 6 | 76 | 158 | 10660 | 1.7 |
Days of the week.
Many popular blogs confidently advise readers to post on certain days of the week and even at certain times of day.
Advice like that can’t be right for the many thousands of readers those pieces of content attract. It might look authoritative and feel good, but that doesn’t make it right.
The best evidence is your own data, which is based on the type of content you put out, when you put it out and how your audience responds to it.
Generic advice published on popular blogs won’t give you anything like that level of insight for your particular business and situation.
With all that as a proviso, here are my average post stats broken down by day of the week:
| – | Posts | Reactions | Comments | Impressions | Shares |
|---|---|---|---|---|---|
| Mon | 163 | 87 | 79 | 6447 | 2 |
| Tue | 193 | 86 | 84 | 6938 | 2 |
| Wed | 163 | 95 | 93 | 9891 | 2 |
| Thu | 175 | 98 | 84 | 6584 | 2 |
| Fri | 307 | 74 | 71 | 4312 | 1 |
| Sat | 152 | 103 | 80 | 7653 | 4 |
| Sun | 127 | 100 | 80 | 8131 | 2 |
Let’s wrap up.
Remember that everything above relates only to my own content’s performance.
Just because a particular type of content or a day of the week works for me and my audience, things may not work the same for you and your audience.
The golden rule here is always to test things for yourself – and then do more of what works.
