andreas jonsson

CEO @Shield: Get all posts from all your people, all in one dashboard. Stats and analytics for LinkedIn. Learn what works. Get in touch 💬

@TheShieldIndex — LinkedIn benchmarks at www.theshieldindex.com ↗

@Shield — LinkedIn analytics for creators, team, and agencies at www.shieldapp.ai ↗

@bootstrap.university — for founders going from zero to ramen without investors at www.bootstrap.university ↗

CEO, Co-founder

Redefining LinkedIn analytics since 2019.

#shieldapp #weareshield

typical impressions per post on LinkedIn:

0–1,000 followers = 167 impressions
1,000–5,000 followers = 466 impressions
5,000–10,000 followers = 733 impressions
10,000–25,000 followers = 1,121 impressions
25,000–50,000 followers = 2,392 impressions
50,000–100,000 followers = 4,484 impressions

what feels weak may in fact just be normal.

TheShieldIndex

andreas jonsson 🛠

CEO @Shield, @TheShieldIndex (LinkedIn follower benchmarks and more @ theshieldindex.com)

LinkedIn profiles with fewer than 500 followers produced the biggest reach outliers in November.

Small accounts. Biggest outliers. That's right.

When we normalized reach vs follower count, this bracket showed 10,000%+ reach rates. By far the most volatile and most viral distribution across any follower group.

My read: No account is "too small" to produce elite-level reach. Small accounts aren't neglected by the algorithm. If anything, the opposite seems true.

I wonder if smaller accounts are where LinkedIn tests viral distribution mechanics? 

I don't know - what do you think?

www.theshieldindex.com

CEO @Shield, @TheShieldIndex (LinkedIn reach & format benchmarks @ theshieldindex.com) | Founder @bootstrap.university

January 2026 edition live: www.theshieldindex.com

LinkedIn reach benchmarks by The Shield Index

One thing does keep increasing as LinkedIn accounts grow.

Baseline reach.

November and December data shows that while reach rates compress, typical (absolute) reach continues to rise with follower count.

Bigger audience → Higher floor.

My personal view: “More followers” shouldn’t be the goal. It should be the byproduct.

Of consistently good work. 
Done in public. 
Over time.

Across ~100,000 posts in November and December, images quietly dominated LinkedIn distribution.

Not on viral spikes, but on baseline reach.

Images consistently led on typical and strong reach. Nothing flashy, just predictable distribution. Maybe that's why the feed is half-full of them.

Sometimes the system doesn't reward what's exciting, it rewards what it can reliably score.

And right now that seems to be posts with images.

You seeing this?

Big LinkedIn accounts don't lose reach. They lose volatility. 

November & December data show that once profiles crossed roughly 25k followers, typical reach settled around 5-7% and breakout upside narrowed (fewer true viral outliers).

Compare that to sub-500 follower accounts which continued to show multi-thousand % breakout reach. 

My read for larger accounts: Fewer extremes. More predictability. 

Which might explain why LinkedIn growth feels different at scale.

i have not been talking bootstrapping much lately
mostly because i've been bootstrapping
build ship sell, the full thing, end to end
yeah it went well, thanks for asking
despite all the improvements we didn't ship
once more i learned the valuable lesson of creative restraint: what's most valuable is not what you add, but what you take away - especially for day one. the rest comes later.

In December, most people in the 5k-50k follower range saw reach drop.

There was only one follower bracket in December that gained a broad lift in reach, meaning reach was up across typical (median), strong (top 25%), top (top 10%) and breakout (top 1%) reach tiers.

Guess which one.

PS this is what we track in TheShieldIndex: not what to post but what the system is doing

Anders Liu-Lindberg

Leading advisor to senior Finance and FP&A leaders on how to succeed with business partnering

Tired of finance being stuck in reporting mode? Wondering how to make your finance team truly influence the business? Need to upgrade your planning, reporting, or business partnering model? You’re not alone, and we’re here to help.

📞 Let’s talk: anders@bpidk.org | +45 2926 6410

Who Am I?

I’m Anders Liu-Lindberg, Partner and CCO at Business Partnering Institute. I work with senior finance and FP&A leaders across Europe to elevate the role of finance. This means greater impact, stronger business partnerships, and more informed decisions through modern planning and reporting practices.

Formerly with Maersk, I’ve spent the last 10+ years bridging the gap between finance and business as a speaker, advisor, content creator, and interim leader. Whether it’s defining a new operating model, redesigning reporting, or leading from within, I bring both vision and execution to the table.

What We Do at Business Partnering Institute

We help companies build finance teams that matter, both inside and outside the room, at the table, and in the decisions. We’re hands-on, shoulder-to-shoulder, and always focused on real business outcomes.

Interim Finance Leadership
Step-in support for critical roles like VP Finance, Business Partner, or Controller, fast onboarding, and full ownership.

Consulting Projects
From planning & forecasting to reporting frameworks and service delivery models, we design, implement, and embed.

Learning & Upskilling
Tailored learning journeys that transform business partners into trusted advisors covering people, business, and leadership skills.

Why Reach Out?

Whether you're gearing up for the next budget cycle, scaling your finance team, or rethinking the role of business partnering, I’d love to hear where you’re headed.

We work across industries and company sizes, always tailoring our approach to your unique context. And we’re proud to see our clients succeed long after we’ve stepped away.

Let’s grab a coffee or set up a call. No pitch. Just a good conversation about finance with more impact.

📞 +45 2926 6410
✉️ anders@bpidk.org

Advisory Board Member

The tides of change are flowing into the finance function which sends the function into the age of 4.0. We say it is "Enabled by tech - Driven by people". 

At Born Capital, we focus on tech enablement and are looking for early-stage startups in what we call #CFOTech that will enable the finance function to become a profit driver. We have a keen interest in FP&A and Business Finance as this is where we see the biggest improvement potential.

Actually, CFOs themselves know this as 71% of them are not happy with the performance of their FP&A team despite significant investments made in the past decade. We will help the office of the CFO get the right tech and tools to step up to the plate and deliver on the expectations of the CEO and other CXOs.

Feel free to reach out if you would like to know more about how we can help your start-up to the next level...

taplio

The Battle

andreas jonsson

Anders Liu-Lindberg

Followers

Posts

Engagements

Likes

Performance Scoreandreas jonsson's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

andreas jonsson

Anders Liu-Lindberg

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}andreas jonsson's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance Scoreandreas jonsson's LinkedIn Performance