LinkedIn Content: Why the First Hour is Key to Reach

I have a genuine passion for conducting business on LinkedIn. Over the past five years, LinkedIn has experienced remarkable growth, solidifying its position as the world’s premier business platform.

LinkedIn is more than just another social platform, it’s a dynamic space where professionals connect, share insights, foster meaningful relationships, and engage in business.

But there’s one thing that has remained constant over the last five years: the frustration LinkedIn users experience when it comes to … CONTENT REACH!

We’ve all had the experience of labouring over a piece of content, crafting what we believe is an excellent post, only for it to attract a few hundred impressions, a handful of likes and the odd random comment.

So, in this article, I will explore a critical aspect of LinkedIn strategy - the importance of the first hour after posting content. So, grab your coffee (or tea, if you prefer) and let’s dive in.

Why the First Hour Matters

Think of your LinkedIn post as a ship embarking on a voyage. The initial hour is like the ship’s launch, the trajectory is set, and any deviations can impact its journey.?

Here’s why the first hour is make-or-break:

The Ripple Effect of Engagement

During that crucial first hour, engagement matters more than ever. The LinkedIn algorithm takes notice of when your connections and followers react, whether through likes, comments, or shares. It interprets this early activity as a sign of quality content and rewards it by extending its reach. Conversely, a silent first hour will reduce your post’s visibility.

So, you want to make a big engagement splash in the first hour!?

Here are a few things to consider…

1. No pig lipstick here!

First and foremost, let’s address the critical point: if your content doesn’t resonate with your target audience, it won’t gain traction on LinkedIn. As the saying goes, ‘You can put lipstick on a pig, but it’ll still be a pig.’ Quality content remains unbeatable in the long term. So, take into account your audience’s preferences and what they seek on LinkedIn.

2. Get them hooked

Two things will get someone to stop scrolling and pay attention to your post. One is the opening text which is either a statement or a question. This opening line of text should spark curiosity and encourage the reader to stop and click '...see more'.

The other is the asset attached to the post such as an image, video, poll or slide deck. This asset should work to capture the eye of the person scrolling, causing them to stop and want to know more. Remember to optimise your graphics for mobile viewing, especially the font size of the text.

3. Easy on the eye

If you use chunky paragraphs of text in your posts then expect to be ignored. It is better to format your content using line spacing to present text in an easy-to-read format. Use simple shape emojis to create bullet points for lists in posts and don’t overuse face or character emojis in your posts

4. Who loves a link?

Contrary to popular belief adding an external link to a post such as a website URL or link to a YouTube video, does not dramatically reduce your post reach. The LinkedIn Gods saw sense about a year ago and reduced the reach impact to just 5%. However, if you post two or more links in a post the reach will be heavily impacted.

5. Tag, you're it

Strategic tagging can be an art form. When you mention others through tagging them in your post you are actively inviting them to contribute to the discussion. However, be cautious because unengaged tags can reduce your post reach by up to 25%.?

6. Tell them what to do!

Research has shown that giving clear and concise instructions in a social media post increases engagement. I often tell clients to ‘treat your readers like 12-year-olds and tell them what you want them to do next’. So, in your post clearly say things like ‘Share your thoughts below’ or ‘Give a ?? and leave a comment’.

7. Trip down memory lane

LinkedIn’s algorithm isn’t forgetful; it has a memory. It recalls the performance of your last 7-10 posts. Consistently low-engagement content could lead to a visibility penalty. Quality trumps quantity, so each post should resonate, spark conversations and create an opportunity for connection.

The Journey Within the First Hour

Let’s break down the distribution priorities of a post during the critical first hour:

1?? The Bell Ringers: Those who have clicked the bell on your profile will receive immediate notification that you posted.

2?? Core Engagers Circle: Your loyal followers and connections, who consistently engage with your content are the next to see your post in their feed.

3?? New Acquaintances: Recently added connections and followers are next to see your post, so make your post memorable.

4?? Active Followers: Engaged followers receive your content promptly. Typically your post reaches 25-30% of your followers.

5?? Active Connections: Finally, your connections who actively use LinkedIn get their turn. Typical your post reaches 10-15% of your connections

Beyond the First Hour

Approximately 2-3 hours after posting, the algorithm begins recommending your content to the networks of those who engaged with the post. While second and third-degree connections may not have an immediate impact within the first hour, it’s essential not to underestimate their influence. Over the lifespan of a post, around 40% of your impressions originate from these extended networks. So, as you cultivate your follower base, remember the broader audience beyond direct connections.

Conclusion

In the fast-paced LinkedIn universe, the first hour is your launchpad. Engage strategically, tag thoughtfully, and craft compelling CTAs. Remember, it’s not just about followers, it’s about fostering meaningful connections. Now, go forth and conquer LinkedIn, one engaging post at a time!

Bonus Tip: Try commenting on 8-10 prospect posts before and after posting your content.