LinkedIn engagement and impressions has massively dropped - why?
Have you noticed your LinkedIn engagement has taken a nosedive recently?
Have you noticed your LinkedIn engagement has taken a nosedive recently?
You’re not the only one.
A lot of people have been asking the same thing.
What used to work - consistent reactions, thoughtful comments, strong impressions - suddenly seems broken.
Posts that once reached tens of thousands are now struggling to get a few hundred views.
It’s frustrating, isn’t it?
You put in the effort, but instead of results, you’re left wondering what’s gone wrong. So, let’s unpack what might be happening.
A pattern I’ve been hearing (and seeing)
Here’s something I’ve heard a lot lately.
For months, people were seeing steady growth. Reactions were climbing, comments were coming in, impressions were soaring. It wasn’t explosive, but it was consistent.
Then, around June, things just… stopped. Engagement dropped, sometimes by half, sometimes more.
In my case, in 2023, I gained 32m impressions on my content. In 2024, that sank down to 13m. The majority of the drop coming in the second half of the year. If I strip out my top performing posts, my baseline impressions has fallen by 40%.
What’s strange is that comment volume often stayed the same. People were still engaging in conversations, but the reach?
That was gone.
Sound familiar?
So, what’s changed?
A lot of people are pointing to a few key changes on LinkedIn that might explain what’s going on:
The TikTok-style video push
Around the same time engagement dropped, LinkedIn rolled out a TikTok-style video format. Some think the algorithm is now prioritising video content over traditional posts, making it harder for other formats to get traction.A flood of content
AI tools have made it easier than ever to churn out content, and LinkedIn is now full of it. In crowded spaces like business and finance, competition for attention is through the roof.Algorithm tweaks
LinkedIn regularly updates its algorithm, often without much explanation. Subtle changes might have shifted how posts are distributed, favouring quick engagement (like likes and clicks in the first hour) over slower-burning content.
Why this is so demoralising
Let’s be honest - it’s tough.
You’re putting in time, effort, and thought, and it feels like LinkedIn is working against you.
The hardest part?
This shift is leaving so many experienced, insightful voices in the dark.
The algorithm seems to be rewarding surface-level, quick-hit content over depth and substance.
It’s no wonder so many people are asking, “Is it me? Is it my content? Or is LinkedIn just broken?”
What you can do
If you’ve been feeling this, there are a few ways to adapt:
Experiment with video
If LinkedIn is prioritising video, give it a go. Try creating short, engaging videos that share your insights in a punchy, dynamic way.Get specific
With so much noise on the platform, specificity wins. Focus on topics that are hyper-relevant to your audience.Lean into conversations
Even if impressions are down, comments still matter. Use them to deepen your connections and keep discussions alive.Stay consistent
Remember, algorithms change all the time. What isn’t working now might work again in a few months. Consistency keeps you in the game.
Yes, LinkedIn engagement has dropped.
And yes, it’s frustrating.
But this isn’t the end of the road.
Have you noticed this shift too?
I’d love to hear your thoughts.
Let’s talk about what you’ve been seeing and what’s worked for you.