Graph from Ruigrok Netpanel about the number of users on LinkedIN.
Source: Ruigrok Netpanel.
The corona crisis and associated lockdowns, where personal contact is lacking, have had a significant impact on usage figures. Because if we cannot meet each other in person and cannot maintain live relationships, being visible online is even more important. Perhaps even indispensable.
We saw a big change here. The timeline became increasingly busy with content from connections, companies and with content from advertisers. This made it sometimes more difficult to generate a good reach for your posts or it was more expensive to reach your target group with advertising. We were therefore not surprised when LinkedIn Marketing Solutions posted the update below.
A statistic from LinkedIn Marketing Solutions.
Source: LinkedIn Marketing Solutions.
2. The revival of the LinkedIn Company Page
The company page is no longer the neglected child. This page is fully participating again and the new functionalities have been flying around our ears recently.
A company page is the part of LinkedIn that a company cannot do without. Also for self-employed persons and small SMEs. You can give the company a face with this. And you generate free (organic) reach among your followers. It is often thought that this organic reach is zero.
We can confirm that this is absolutely not the case. In our own research for 2019, it whatsapp number list turned out that the organic reach of posts in Q4 had indeed decreased compared to Q1. By 12.1% to be precise. But this decrease mainly affected the larger companies. The organic reach of companies with 1 to 50 employees increased by no less than 23%!
We are currently busy with the analysis of 2020. This time we are investigating 101 company pages from the Netherlands and Belgium. Keep an eye on our socials and check our new article in a few weeks, here on Frankwatching.
It is not without reason that LinkedIn gives Company Pages a boost. In order to be able to advertise on LinkedIn, you always need a company page. And then it better look well-filled and attractive.
3. Automation tools are popping up like mushrooms
In 2020 we were already getting a bit tired of them, because they were popping up like mushrooms. Automation tools. You probably recognize this. Suddenly you have invitations from a number of people with the same text, often also very unnaturally constructed with elements from your profile, such as the name of the company you work for.