Algorithm and reach

• AI slop reporting and bait suppression are cutting reach
• Outbound links in comments and low dwell time now hurt reach
• Link posts get far fewer impressions, contradicting recent large studies
• Returning pinned comments boost link reach
• AI written comments appear hidden behind the most recent sort
• Profile and content mismatch confines reach to existing networks
• Consistent posting now drives AI search discoverability

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Employee and executive advocacy

• Company page reach fell 60 to 66%, making employee advocacy critical
• Executive and employee voices turn brand accounts into amplifiers
• Tech companies must scale beyond single founder posting
• Klaviyo advocates reshare brand posts before writing original ones
• BMC opened its advocacy program to all employees
• Associate advocacy succeeds only when voluntary
• Microsoft's push shows employee creators need strategy, tools and training

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Content and personal brand playbooks

• Controversial takes and one consistent format drive follower growth
• The shift is from perfect niches to consistent posting reps
• Consistent posting reached 1 million impressions in 7.5 months
• Narrator style content builds more trust than authority style content
• Reframing a post as a challenge lifted reach nearly 250 times
• A save worthy instructional format drives around 20,000 impressions
• Headlines written from the reader's perspective clarify value

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Social selling and market signals

• Outbound benchmarks target 32% acceptance and 14% reply rates
• Effective messages focus on the prospect's problems, not the seller's solution
• Team connections, DM timing and batch referral asks stand out
• Social selling works when built into the daily sales workflow
• Creator ads are up 63% in a year
• LinkedIn is the next major B2B creator marketing opportunity
• Organic persuades buyers while paid drives reach, so combine both

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Thanks to Santiago Faus, Jennifer Prishtina, Rand Fishkin, Richard van der Blom, Yuriy Zaremba, Alicia Teltz, Justin Gerrard, Anna Laura McGranahan, Jenny Gardynski, Tommy Clark, Cori Lindsey, Ashley Manivong, Laura Oliver-Suos, Heike Young, Sweta Sharma, Noam Nisand, Georgia Tagara, Ryan Musselman, Matt Williams, Noah Greenberg, Rivky Feferkorn, Steve Richard, Conor Paulsen, Nick Cegelski, David J.P. Fisher, Brendan Gahan, Edward East, Devin Reed and everyone else who contributed insights to this edition. Find the full list of posts and voices on LinkedIn: