Welcome to all of this week’s new subscribers to The Link Tank®️ newsletter; my newsletter always focuses on the practical: Real, implementable strategies to increase your LinkedIn ROI, sometimes focusing on the what but always focusing on the how!
This week, I shared a presentation of the latest algorithm data.
This can be downloaded directly from here.
1. Don’t panic – there has been a drop in impressions for members platform-wide since July
2. Engagement per post is down for all but by a lesser extent than reach
3. Expect your follower growth to have slowed down…
4. Keep your pdf/carousel posts to less than 10 slides
5. The life span of your posts are longer so don’t panic if they don’t peak in the first 8hrs – it may be a slower burn over several days
The LinkedIn algorithm, as of the latest research, is a sophisticated engine that powers the professional networking platform, influencing what content appears in each user’s feed. Understanding this algorithm is crucial for individuals and businesses aiming to maximise their visibility and engagement on LinkedIn.
At its core, the LinkedIn algorithm prioritises relevant content, aiming to foster meaningful interactions among users. It operates on the principle of “People You Know, Talking About Things You Care About,” which underscores the importance of connections and content relevance.
The algorithm’s functionality can be broken down into several stages:
- Initial Content Filtering: When a user posts content, LinkedIn’s algorithm initially categorises it as spam, low-quality, or clear. Only content deemed clear or low-quality (which is still suitable for the feed) moves forward.
- Performance Measurement: In the early stages after a post is made, the algorithm measures how users interact with it. Key metrics include likes, comments, and shares. If the engagement is positive, the content will continue to be displayed in feeds.
- Content Evaluation: LinkedIn’s algorithm evaluates content based on the credibility of the author and the level of engagement. It also considers direct interactions, such as comments, more heavily than passive interactions, like views.
- Further Distribution: If the content passes these initial tests, it’s then distributed further. The algorithm continues to monitor user engagement, and if the content remains popular, it will be featured in even more feeds.
- Spam Control: Throughout this process, LinkedIn also checks for spam-like behaviour. If users are too promotional or if the content is flagged by other users, its reach can be significantly reduced.
For those looking to leverage the LinkedIn algorithm effectively, here are some further tips and insights:
- Engage Quickly: Posts that receive immediate engagement tend to be favoured by the algorithm. Prompt responses to comments and engaging with other users’ content can increase the visibility of your posts. Stick around after posting!
- Optimise Your Content: Share insights, articles, and discussions that are relevant to your industry. The algorithm favours content that sparks conversations and meaningful interactions. It’s about what your potential clients like, not you 😉
- Leverage Rich Media: Using images, videos, and other rich media can increase engagement rates, especially if it contains you! selfies and personal videos are always popular
- Post Regularly: Consistency is key. Regular posting keeps your profile active and increases the chances of your content being seen by your network and beyond.
- Expand Your Network: Since the algorithm favours content from direct connections, expanding your network with relevant professionals can increase your content’s reach – aim to invite at least 5 key valuable members to your network daily.
- Understand Peak Times: Posting during peak hours when your audience is most active can significantly increase engagement with your content. Consider geography along with timing, but I recommend 8 a.m.
- Use Hashtags Wisely: Hashtags increase the discoverability of your content. However, it’s important to use them judiciously and focus on those most relevant to your post and audience – 2-5 per post is optimal to avoide Linkedin penalising your post’s reach.