Be Interested With Your Content’s View Count, But Not Obsessed

If you have ever had an article you published on LinkedIn get a large number of views or a ton of engagement, it is easy to get caught up in trying to do it again.

My LinkedIn articles tend to get in the middle to high hundreds of views each week, and my posts ten to twelve times that amount. A good article for me is a thousand views and with a couple hundred engagements. A good post is ten thousand views (remember that post views are counted differently) with the same couple hundred engagements. Once every six weeks or so, a piece of my content may get double these high water marks.

Then there are the true outliers. An article about your Weekly Search Appearances – almost 88,000 views, one on Fake LinkedIn Profiles, 25,000. And the granddaddy of them all: What Is A View on LinkedIn? (irony alert): over 170,000 views. All of these were articles. The equivalent number of post views would be ten to twelve times higher.

The upside is that at various times over the past five years I have written and published something on LinkedIn that readers really liked. And apparently they still do. The downside is that since that first article that did really well I have had around three hundred shots at publishing new articles and replicating that success. Which I have done around once a year since. So four out of three hundred.

But I don’t worry about it and here’s why: I have no clue why those articles did really well and why none of my other couple hundred articles did not. I think you can write as well as you can, hit publish and then it is out of your hands. If it goes viral, enjoy your moment in the sun. I published one article that got several hundred times the views I normally get. I don’t know what was different about that one from others I have written. I don’t know the secret.

And no one else does either.

Anyone who writes that they know how to go viral is full of it. Otherwise they would be viral every time they published…and wouldn’t have to write articles on how to go viral.

And while views are good for the ego, engagement from those views is the real deal. LinkedIn doesn’t tell me who my viewers are, so I have no way to identify and contact them if I wish to. People who like, share and comment are identifiable so I can contact them. I consider an article with three hundred views and sixty people engaging with me to be more successful than having three thousand views and thirty people engage with me.

Don’t sweat going viral or piling up huge numbers of views. Views are good for the ego. Engagement is good for business.

The obligatory disclaimer: I do not work for or have any association with LinkedIn, other than being a user who pays them for his Sales Navigator subscription every month.

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