Thanks for the tag @jennysowyrda ...
Sure do. Also, via Buffer. Honestly, there are simply waaay too many (unknowable) variables when posting to LinkedIn to draw any meaningful inferences. Meaning, trying to establish correlations between social post tools used with LinkedIn is ... in a word, a futile effort. Oh wait, that's 3 words! haha 😉
Our LinkedIn Crystal BallHere's what we know.
- LinkedIn reach can vary significantly depending on the LinkedIn account being used to post. Meaning, the number of connections, who the connections are, and the account history are all factors in post distribution -- no matter what the post.
[Think LinkedIn Influencer favoritism.]
- A LinkedIn account status can (and does) change depending on BOTH user behavior AND connected tool behavior. For example, if you connect a tool to your LinkedIn account and that tool does something like cause you to hit your profile view limit too quickly on a consistent basis, LinkedIn can (and usually will) throttle reach on that account -- WITH NO NOTICE. And that's just for 'legal' tools used with paid LinkedIn accounts.
- LinkedIn has the capability to monitor your post performance in real-time -- sorta like Google monitors bounce rate on webpages. Poor post performance over time can (and usually does) hurt future reach. LinkedIn has become increasingly sensitive to poor performing posts. Post frequency simply isn't enough any longer.
[Think, how similar to a high number of page bounces can kill page rank in Google SERPS.]
- Free LinkedIn accounts are another matter entirely. They're even more sensitive. We can literally post the exact same content from different paid accounts and account tiers and see ENORMOUS variations in reach across our LinkedIn-connected networks (~8K).
All the above withstanding, remember ... LinkedIn is now a Microsoft company. Expect things to change. A lot. And without notice -- sorta like Windows and Skype! (head shaking)
Change. Not the least of which is LinkedIn's ad platform -- which has undergone major revisions this year.
- see LinkedIn Advertising: New Features Every Marketer Should Know (May 2019)
While many like to think of LinkedIn as a social network, it's really an ads platform 1st -- JOB ADS, an impending publishing platform 2nd, and a social platform 3rd. Any and everything that interferes with or otherwise detracts from that locus of focus is deprioritized -- probably by the 'LinkedIn police'. haha 🙂
[seriously, there is such a thing]
Hope that helps.
Going back to my cave now.
PEACE
-ps
Virtually anything written more than 6-12 months ago about LinkedIn performance has limited relevance today. That especially includes LinkedIn's own content. Sad, but true.
-pps
Agree with @ConnorSlivensky -- impressions numbers should be very close to the same. It's could be a LinkedIn problem. If not, re-check your tracking (multiple instances of tracking installed?).
[Think, "what's changed?"]
Also, (as indicated above) LinkedIn recently made major revisions to their ad platform -- e.g., they added conversion tracking. Double-check everything. We've seen ads running that shouldn't AND ads not running that should across multiple accounts for no reason whatsoever. (weird)