If you’ve been active on LinkedIn lately, you’ve probably experienced the frustration of seeing posts from two or three weeks ago suddenly reappear in your feed, while your fresh content seems to vanish into thin air. This erratic behavior of the platform’s algorithm can be maddening, making it more challenging than ever to predict what your audience will actually see.

And to make matters worse, as we head into August, we’re now smack back in the middle of those dog days of summer. Where is everyone?

With these confusing behaviours in our social media feeds, and so many people out of office, on vacation, juggling childcare, or simply unplugging for a much-needed break, it’s all too easy to think: is anyone even paying attention right now?

But that doesn’t mean you should stop communicating. It just means you need to be more intentional about how, when, and where you show up.

The Algorithm Problem: Visibility Without Reliability

While social media platforms have always been algorithm-driven, the recent unpredictability and at times, counterproductivity of these algorithms have posed a significant challenge to marketers.

The result? Even your best content can get buried.

This isn’t just a LinkedIn issue. It’s happening across platforms. Instagram, X (formerly Twitter), Threads, and even TikTok are all experimenting with algorithmic changes that prioritize certain types of content, often prioritizing AI-generated, trending, or ad-driven posts over thoughtful, long-form, or niche material.

When you invest in social media marketing, or any other channels where you don’t own the conversation, it’s important to remember that uncertainty and change are hardwired into the system.

Marketing Cadence: More Important Than Ever

In this uncertain environment, cadence becomes more important than ever. Cadence isn’t just about frequency – it’s about rhythm, timing, and relevance. It’s the art of showing up consistently and meaningfully. And while you might not be appearing in your followers’ feeds as often as you would like, it’s still important to be active. That’s because, if you stop posting altogether, it won’t be too long before people forget that you ever started.

When you get the cadence right, your message has a better chance of reaching the right person at the right time. It’s not about flooding the feed. It’s about being present when it matters.

But cadence doesn’t have to live on social media alone.

Email: The Channel You Actually Control

This is where email marketing, and especially newsletters, come into their own.

Unlike social media, email isn’t subject to the whims of an algorithm. You decide who receives your message, when they receive it, and what it looks like. There’s no guesswork. No hoping the algorithm plays nice. Just a direct, permission-based line to your audience, giving you a sense of control and reliability.

When AI-produced content is flooding search engines and social feeds with generic content, email feels refreshingly human. It’s curated. It’s intentional. It’s a space where your voice doesn’t have to compete with a thousand others generated in seconds.

Don’t think that people read emails in the summer? Just take a look around the pool the next time you are on vacation. Remember, email is a native mobile app, and people rarely leave their smartphones at home.

The Resurgence of Email Newsletters

Email newsletters are experiencing a genuine resurgence – and it’s not just nostalgia. Audiences are actively seeking out content they can trust, delivered in formats they can control. Inboxes have become safe spaces for curated, high-value insights that aren’t buried under trending hashtags or diluted by algorithmic noise.

This shift is being driven by several factors:

• Trust and transparency: Email is opt-in. Your audience chooses to hear from you, and that choice builds trust.
• Control and consistency: You own the cadence, the design, and the message. There is no algorithm interference.
• A human voice: As AI-generated content floods search and social, readers are increasingly drawn to human voices and authentic perspectives, making newsletters a refreshing alternative.
• Content on their terms: Newsletters allow readers to engage when it suits them – whether that’s during a commute, over coffee, or in a quiet moment between meetings.

For marketers, newsletters offer a unique opportunity to build deeper relationships, deliver real value, and stay top-of-mind – even when social engagement dips.

Deliverability: The Unsung Hero of Email Success

One of the most overlooked advantages of email marketing is deliverability – the ability to ensure your message actually reaches your audience. Unlike social media, where algorithms and engagement metrics dictate visibility, email deliverability is measurable, manageable, and improvable.

With the right tools and practices, like list hygiene, authentication protocols (SPF, DKIM, DMARC), and thoughtful segmentation, you can dramatically increase the chances that your message lands in the inbox, not the spam folder.

Email deliverability isn’t just a technical metric. It’s a reflection of trust, relevance, and sender reputation. And in a time when marketers are fighting for attention across noisy channels, getting seen is half the battle. Email gives you that edge.

Social and Email: Not Either/Or – But Both

This isn’t about abandoning social media – far from it. Social is still a powerful tool for building awareness, sparking interest, and reaching new audiences. But it works best when paired with email.

Think of it like this:

• Social starts the conversation.
• Email keeps it going.

Social helps you stay visible. Email helps you stay relevant. Together, they create a full-funnel experience – from discovery to decision.

So, What Should You Do Next?

Instead of asking What should I post next?, maybe ask:

What’s the most meaningful way to show up for my audience right now?

Sometimes, the answer is a timely post. Other times, it’s a well-crafted email. Often, it’s both – working in tandem to build trust, deliver value, and drive action.