Yesterday of the few times I looked at my Linkedin analytics .
And I was genuinely surprised.
For a typical post of mine- Zero comments. Just 1,600 impressions.
Numbers that usually mean: skip this one, nothing to learn here.
But and that’s a huge BUT
…the video attached to that post was watched for close to 15 seconds — 822 times.
Majority of those viewers are Founders, marketers, senior operators. (From followers)
That number still understates the real reach.
Watching the video only makes sense if you’ve already read the post.
So the real count of people who noticed the brand message sitting inside a zero-comment post is closer to 900–1,000 — and the majority of them are CXOs.
Now think how much it would cost to get 200 founders or CXOs to read your brand message?
Not just get it, but view it.
Then multiply it by just five creators of a similar kind
And it’s just not these people. See the message. The credibility of the person sharing it is also added, which CRM B2B partnership or event will really give you at this cost.
This changes my opinion on the efficacy of brand partnerships on LinkedIn. And this is a post which had zero comments and hardly any likes, etc.
Zero comments doesn’t mean zero attention. It means the message reached the room without asking the room to clap.
But of course, there are key disclaimers:
LinkedIn It’s definitely not about the number of followers, but the quality of followers- or other relevance of followers.
For example, if If it was a brand like Scaler that wanted to target techies or college students who want to upskill, this profile won’t have worked.
Interestingly, if it was a tech brand which wanted to push a new fancy phone or some cool AI device, this profile would have been a great fit because that audience is hard to reach. And the founders and CXOs have a cascading impact of influencing others.
I know this sounds a bit weird that I am talking about my profile like this :-) and no, I don’t identify myself as a creator but from just a pure technical viewpoint, and given that I can only see my analytics, this suddenly made sense.
I have heard anecdotes of when I posted about a tool, and the founder reached out later and said, “Hey, that post got some traction,” but in this case, even with zero traction, superficially there is relevance - which changes my opinion about creator partnerships, but for LinkedIn.
-Saurabh Parmar, Fractional CMO www.linkedin.com/in/saurabhparmar/
What’s your take on this ?
Comments
Nothing yet. Say the first thing.
Sign in to join the conversation.