Loving the enemy that is LinkedIn

LinkedIn is the go-to platform for B2B sales and marketing. Your customers and prospects are there, and they are receptive to your messaging when it adds value to their lives or solves their problems.

So far, so good.

But LinkedIn is actively working against your efforts to reach your followers. Especially if you are posting from a company page. Figures from an analysis done in 2024 by Social Status suggest that LinkedIn company page organic reach is just 3.84%. (it’s higher for personal pages).

Put another way, if your company page has 1,000 followers, your posts will each be seen by just 38 people. Yes, 38. 

The stats on organic reach can differ, with some studies reporting up to 8% per post. Either way, it’s in single digits.

And that has huge implications for your efforts to increase visibility on LinkedIn and get your message in front of the people who matter to grow your business. 

Why LinkedIn suppresses your reach

The reach of organic posts is at the mercy of an algorithm that prioritises paid content (no surprise) and highly engaging posts. Paid posts aside, when a post is published, it is initially shown to a small percentage of a user’s network. 

If the post doesn’t receive early engagement such as likes, comments and shares, LinkedIn deems it irrelevant and actively prevents it from reaching a broader audience. 

Overcoming post suppression

You can pay to boost your posts, but it would be smarter to start with creating engaging posts. High levels of engagement shortly after being posted ensures LinkedIn interprets it as valuable content, expanding the post’s distribution to a larger portion of the creator’s network, and beyond. 

Comments are also an extremely powerful engagement trigger, as they signal an active discussion, which prompts LinkedIn to push the post into more feeds. 

Additionally, the more time users spend on a post – reading, clicking or interacting with media – the more chance the post has of gaining wider distribution.

Start with the basics

What to do to combat this active suppression of your efforts on LinkedIn? First and foremost, make sure you are actively posting. Keep that stat of 5% or less for organic post reach in mind as you do. More is more when it comes to posting on LinkedIn. 

How often should you post? There’s no hard and fast rule, but that’s a topic for another blog. But like anything, it requires a bit of balance. Spoiler alert – you can post too much!

And the more you get in the habit of posting, the more likely you are to improve the quality of your content, thus increasing the likelihood of post engagement and ensuring LinkedIn does a bit of the heavy lifting for you in furthering your organic reach. 

If you struggle to post consistently on LinkedIn, or if you think your posts need a bit more strategic creativity to boost the likelihood of engagement, we’re here to help.