This will be the 49th edition of this bi-weekly LinkedIn newsletter, started on 21 December 2021. So why am I asking you if it’s useful?
- Demographics
- Algorithm
- Medium
1. Changing audience
I was in Singapore nearly two years ago when I started this. Most of the work was tactical. A client had a defined need – risk assessment, investigative support, training, etc. – and the priority was generally because the markets I covered in Asia were deemed “high risk.” Speaking to those topics is relatively straightforward and might explain why subscribers grew so quickly.
Now, much of my work is strategic. Working with business leaders, founders, and head office risk and/or compliance teams. Establishing what to prioritise is the work (better calibration of strategic risks). After that, I’m there as a sounding board, external capacity, or triaging. A much broader church!
Knowing what might interest you, the readers of this newsletter, has become more complex. That’s one of many reasons I created an email newsletter in June this year, which has grown much quicker than expected. The platform (Mailerlite) provides data about which topics and content most resonated with the readers, which is invaluable – I can speak to your needs much more quickly.
Here is one sample of that weekly newsletter (and an excellent example of current work). If that whets your appetite, you can sign up here through Linktree.
2. Antisocial media
LinkedIn is getting a bit like Facebook. The algorithm has changed. Informative content and anything directing you away from the platform (like my links in the paragraph above) appear to get pushed down, limiting reach.
Sharing content about emotive, controversial, or personal stuff gets pushed up, as do photos and videos (of people). That’s what I’m reading, hearing (on webinars), and seeing.
Long-form rants aren’t how I start every other week (when I write this newsletter)! My raging tends to come later and in shorter bursts. And photos/videos are an area of discomfort I’m overcoming.
Reaching people with (hopefully) informative content that won’t even hit their feeds is tedious. Again, in the email newsletter, it’s easier. For instance, this edition, with a few pitfalls to avoid when conducting a risk assessment, performed well, so I assume it was helpful.
3. Emails are better
I subscribe to a good few newsletters. I don’t have time to read them all, but some I save for later. With an email, I can mark it unread, leave it open, star it, etc. and then return when I have the time. This LinkedIn newsletter format isn’t that tactile. I subscribe to a number but don’t receive them regularly.
Heading onto someone’s profile to find their posts is a lot of button clicks and scrolling, and for anyone not wanting to leave cyber-traces, it risks your face appearing in the “Who’s viewed your profile” bit.