EP #062 - What to Do When Your LinkedIn Engagement Drops

Every executive has been there: you're posting consistently on LinkedIn, building momentum with your audience, and then suddenly your engagement takes a nosedive. Posts that used to spark conversations now sit there with a handful of likes from your team. 

That VP who always commented thoughtfully? Radio silence.

But before you panic and abandon your LinkedIn strategy altogether, remember this: engagement fluctuations are completely normal. Just like with AdWords campaigns, SEO traffic, or any other marketing channel, interest naturally ebbs and flows.

The key word here is sustained. A few underperforming posts don't indicate a crisis. They're just part of the process.

When to Actually Worry

Not every post will knock it out of the park, and that shouldn't be your goal anyway. The real objective is consistently showing up, staying top of mind with your network, and maintaining attention day after day, week after week. Occasional viral hits are nice, but consistency beats virality every time.

However, if you are seeing a sustained drop in performance over several weeks, that's when it's time to investigate. Here's where to start:

Audit Your Content Strategy

First, analyze what type of content has been consistently working for you:

• Topic Analysis: Are your best-performing posts about industry insights? Career journey stories? Company culture? Leadership lessons? Double down on the themes that resonate most with your audience.

• Format Review: Look beyond just the words. Are your engaging posts primarily text-based, or do they include images, videos, or carousels? LinkedIn's algorithm continues to favor multimedia content, so this analysis is crucial.

• Storytelling Approach: Your most successful content likely follows a pattern - whether it's sharing vulnerable moments, celebrating team wins, or offering contrarian takes on industry trends. Identify and replicate that formula.

Stay Current with Platform Trends

LinkedIn isn't static. What worked six months ago might feel stale today, just like with any other marketing channel. The platform's algorithm, user behavior, and content preferences evolve constantly.

This is exactly why we publish an annual LinkedIn trends report for our clients - staying ahead of these shifts is essential for maintaining engagement. Some recent trends we've noticed include increased emphasis on authentic storytelling, behind-the-scenes content, and industry-specific insights over generic business advice.

Beyond the Quick Fixes

While it's tempting to blame posting times or days of the week for engagement drops, these factors rarely drive significant changes in performance. Instead, focus on the fundamentals:

• Authenticity Over Algorithm: The LinkedIn algorithm rewards genuine engagement and conversation, so if your content feels overly polished or AI-generated, your audience will scroll right past it.

• Value-First Approach: Every post should either educate, inspire, or entertain your audience. If you're just posting to post, your engagement will reflect that.

• Network Engagement: LinkedIn rewards two-way conversations. Are you actively engaging with comments on your posts and participating in discussions on others' content?

Engagement drops happen to everyone - even the most successful LinkedIn creators. The difference between those who recover and those who don't is simple: successful creators treat LinkedIn like any other business channel. They analyze data, adapt their strategy, and stay consistent through the ups and downs.

Remember, you're playing the long game here. Building executive presence on LinkedIn means establishing yourself as a consistent, valuable voice in your industry.

Keep showing up, keep refining your approach, and trust the process.

— Justin

Justin M. Nassiri | Founder & CEO
M: 650.353.1138 | E: [email protected]
250 Fillmore St Suite 150, Denver, CO 80206
www.ExecutivePresence.io

Executive Presence specializes in helping top-tier executives boost their visibility, activate their network, and position themselves as thought leaders via our premium, fully-managed LinkedIn service.

Our unique process involves ex-McKinsey, BCG, and Bain consultants conducting monthly hour-long interviews with our clients, and turning them into impactful daily LinkedIn posts to establish their unique voice and authority. On average, our clients see a 500% bump in engagement in their first 30 days with us. Data is continuously analyzed to improve engagement and identify impactful messaging that you can use for conferences, podcasts, and internal communications.