Mark Schaefer wrote an insightful post about Content Shock two years ago, explaining that a glut of content from hundreds of millions of blogs and websites was testing everyone’s capacity for attention. Therefore content marketing might be an unsustainable strategy for individuals and organizations without the capacity to buy attention.
About that same time LinkedIn began slowly rolling out its new post feature that encouraged people to blog with LinkedIn. I had qualms about using the new platform because of fear of “digital sharecropping” – once again slaving away to create content in order to make a couple nerdy guys in California rich.
I experimented with the new platform and posted 11 articles between June and October 2014. I was delighted with the engagement – averaging over 2,000 views and 25 likes. Even after taking out the highest and lowest viewed posts, each article averaged over 1600 views and 10 likes.
For personal reasons I stopped posting on LinkedIn for 10 months. I have posted 4 posts between August 2015 and today. The drop-off in views, likes and comments has been significant!
|Time Period||Avg Views||Avg Likes||Avg Com||#Posts|
|6-10/14 w/o extremes||
8/15 – 1/16
I expected a decline, as I had noticed a steady rise in the number of posts every day by the people I follow and and linked to. But the fall really is dramatic. From an average of 1600+ views per article to less than 125 and from 12 likes per article to 9.
By creating a new platform for blogging LinkedIn afforded me a personal accelerated view of Content shock. It looks like this:
Small sample size, my own experience: this is anecdotal evidence and I would like to hear from others who have been posted on LinkedIn from early 2014 so there would be more evidence. I did anticipate a drop-off in interaction in advance of resuming, though, because of all the content currently being shared – content shock.
How are you dealing with the glut of content???