It is also good to know that a large part of the data comes from organizations in our own networks. It is therefore possible that this group is more interested in LinkedIn and may (therefore) be more active than average. Keep this in mind when reading the results.
Is organic reach on LinkedIn, like on other social platforms, still declining? Should companies prepare for a future of paid reach (advertising)? Yes and no. Let’s take a look at the data.
In 2019, an organic update of a company page had an average of 2,970 views. In 2020, this was 2,200. A industry email list ecrease of 25.9%! But… it is too simplistic to say that this affects all pages. Our research shows that 47% of organizations do not suffer from a decreasing reach. On the contrary, they created more reach with their content in 2020. How is this possible? By diving deeper into the data, a clear division emerges.
Organic reach vs. number of page followers.
Organic reach vs. number of page followers.
As you can see in the bar chart above, organizations with relatively few followers still experience growth in their reach. On the one hand, this will be because new pages initially gain new followers relatively faster and therefore there are more people to deliver content to. On the other hand, we suspect that LinkedIn wants to encourage smaller companies to use the platform more often.