As you probably already know, newsletters are blowing up on LinkedIn.
Not a day goes by when another newsletter follow request shows up in the inbox. While so many content creators are jumping on the newsletter bandwagon, it may just open more opportunity for short-form status updates to get more visibility.
LinkedIn newsletters are the shiny new toy for marketers and content creators and they want to maximize on the launch. So what's happening is that people are testing the waters to see if long-form content will stick. As a content creator, I can't say I blame them, but I have a slightly different perspective on how much energy and time we should spend on creating long-form content on social media because here's the thing:
Newsletters, being long-form content pieces, tend to take more time to not only create, but to read. That means we are assuming that our network of connections has time to read your newsletter along with thousands of others.
The reason that short-form status updates in a social media feed work so well is that users can skim and scroll and absorb more varieties of content. They can easily feel caught up on the day by spending five or ten minutes in the feed.
When they choose to read a newsletter, that one piece takes ALL of their attention and time and many suffer from FOMO. What did they miss in their feed while they were reading the newsletter?
Now, I'm not saying that newsletters on LinkedIn are a bad idea or you shouldn't produce them. I do like that LinkedIn alerts our connections when new content is published. That's a big win!
What I am saying is that just like any other form of content marketing, you should test to see what works best for your brand. Test the frequency, the topics you write about, etc. so you can maximize on what a newsletter can do for you and your brand.
Let's remember the purpose of a newsletter. It's purpose, when done well, is to share relevant, valuable information with your subscribers.
It's a tool that allows for more engagement with an already warm audience who made the choice to subscribe. And they also give us the ability to build a library of information.
Newsletters are also EXTREMELY sharable! And that's a big bonus.
When others value your information, they want to share it with their network to be the one who provides them with more value.
Are newsletters an indication that organic reach is dead on LinkedIn?
Well, I have already begun to see LinkedIn "advisors" talk about how they are advising their clients to stop posting as many status u