Frustrated by LinkedIn’s New Organic Post Layout?
Here are Five Ways Visual Communicators can Adapt and Thrive
Recent layout changes to LinkedIn’s news feed present severe challenges for visual communicators. The new layout shrinks organic post images to a “postage stamp” size and compresses headlines to less than 70% of their previous size, reducing the impact of visuals. Here’s a look at the format change from the LinkedIn page that explains their rationale…
(You can click the images in this post to make them larger on desktop displays.)
On the right is what your organic posts used to look like… full-width image with full-width headline below. Now that format is reserved for sponsored posts while organic posts look like the one on the left… thumbnail image width 30% smaller headline. Can you see what’s happening in that image on your mobile device?
The new organic post layout significantly reduces the impact of visuals, rendering infographics unreadable and meticulously crafted image-text combinations nearly invisible. Did I state that emphatically enough?
LINKEDIN’S NEW ORGANIC POST LAYOUT SIGNIFICANTLY REDUCES
THE IMPACT OF VISUALS ELEMENTS IN ORGANIC POSTS!
Now YOU may feel enraged by this. You may want to sit right down and write a blazing post aimed at convincing LinkedIn to change their layout structure back to its more effective model. But I’m not going to. Please feel free to pick up that mantle and run with it. Then let me know… I’ll be among the first to sign on to your Visual Communicators’ Manifesto.
As for me, I’ll use my words to help visual communicators find new options for bringing back more visual impact in their organic posts. Here are a few strategies to adapt and continue showcasing our skills effectively:
1.
Explore Alternative Formats:
I’ve been deleting the automatic image that appears from the blog post I’m promoting and I replace it with the same or similar picture, which will appear full width. It won’t have a link back to the outside post, but I can create a call to action and give people a read more link.
Here’s an organic post where I deleted the automatic image that LinkedIn wanted to run as a thumbnail and replaced it with a full-width image. I needed to make due with a non-bold headline and clickable URL, but at least my post had some visual stopping power.
You might also consider using carousels or videos, which offer more space for visuals and can be more engaging in the new layout.
2.
Create Briefer, More-Frequent Post Promotions:
In my experience, a call to action that invites viewers to “Read More” gets about half as many click-throughs compared to a newsfeed post where you can just click on the picture or headline (thanks LinkedIn).
A blogger friend recently shared that he overcomes this by posting a series of brief organic posts, each highlighting a different sub theme of a post and displaying a different image. With this strategy, he provides more opportunities and reasons to read each blog post.
3.
Prioritize the Synergy between Visual and Verbal:
For me, the interplay of a strong headline with an intriguing visual interpretation has always been an important part of my blog and social posts. If you haven’t discovered the magnetic power of that visual/verbal interplay, this is a perfect time to explore a new scroll-stopping superpower. Don’t just illustrate the headline… help viewers think more deeply about your topic.
This headline/image combination helps to connect The Philie Group brand with a broad range of tactical solutions that can lead to operational excellence for the firm’s niche clientele. It doesn’t just say so in the headline. It helps you see it with your own eyes in the visual.
4.
Add Some Visual Energy to Your Headlines:
If you use the approach I’ve outlined in workaround number 1, you might also consider adding relevant emojis to set your headline apart from the body of your post. Wouldn’t it be amazing if LinkedIn let us use bold text? Wow.
Still… I would avoid all-caps headlines. There’s just no need to shout for attention.
4.
Bite the Bullet… Sponsor Your Post:
I know it feels like you’re giving in — especially when LinkedIn’s rationale for this change appears to be asking us to pay for more — but as my last post noted, you will get many times more targeted reach with even a modest paid media budget on LinkedIn.
By adapting our approach, we can continue to effectively share our work and connect with potential clients on LinkedIn. Who knows… LinkedIn may recognize their shortsightedness of their layout change and give visual communicators a more balanced offering in the future.
Thriving in an Evolving Landscape is the Ultimate Goal
Change is inevitable on any platform. Let’s embrace this challenge as an opportunity to refine our skills and discover new ways to showcase our visual communication expertise.
Let’s continue to create compelling content, connect with our audience, and demonstrate the value of visual communication on LinkedIn! And most important, keep moving your brand forward.
PS: Add a comment on how you’ve worked around the new LinkedIn organic format. You’ll be helping us all get better results.
#VisualCommunication #LinkedIn #AdaptAndThrive #BrandForward
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