Post by Richard van der Blom

For four years, I trusted carousels more than any other format on LinkedIn. Two months ago, I checked my own numbers. Reach down 22% on that exact format. I assumed it was a fluke at first, unfortunately it wasn't. In this week's newsletter, I break down what happened to carousels, backed by data from 40,000+ posts tracked since March: → Why reach dropped 40% and engagement dropped 30% across the format → Why dwell time isn't the full story anymore, and what completion rate actually measures → How the format got flooded by people optimizing for the swipe instead of the substance → The 20-minute audit I now run on every format before I trust it again Format loyalty feels like consistency. On LinkedIn, it's often just a lagging indicator. If you've been coasting on a format because it used to work, this one's for you. Full breakdown, plus the audit framework, in this week's edition. Click below to read it.