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If you’re a professional looking to maximise your LinkedIn marketing efforts, understanding and mastering the LinkedIn algorithm is crucial. LinkedIn has recently updated its algorithm to address user feedback and prioritise more relevant and professional content in users’ feeds.
What even is this algorithm of which they speak?
The LinkedIn algorithm is a complex system determining which posts appear in a user’s feed. It takes into account various factors to deliver content that is relevant and engaging to each individual user. With over 810 million members and billions of posts processed daily, the algorithm plays a crucial role in creating a personalised and enjoyable experience for users.
The Motivation Behind the Changes
LinkedIn has witnessed a surge in activity in recent years, with a significant increase in content shared and viewed on the platform. However, the influx of non-professional content and attempts to game the algorithm led to user dissatisfaction.
LinkedIn aims to address these issues and make its feed more informative and relevant, catering to the needs and preferences of its professional user base.
Key Changes in LinkedIn’s Feed
- Prioritising First-Degree Connections: LinkedIn users have expressed a preference for content from people they know and care about. As a result, the algorithm now gives more weight to posts from a user’s first-degree connections, ensuring that users see updates from individuals they have a direct relationship with.
- Promoting Knowledge and Advice: LinkedIn recognises the value of content that offers expert knowledge and advice. The algorithm now identifies users’ interests based on their profile information and activity. If other members within a user’s niche engage with their posts, it signals that the content is relevant and valuable. Consequently, posts offering knowledge and advice are prioritized and reach a wider audience.
- Meaningful Comments: LinkedIn has shifted its focus from generic, one-word comments to more in-depth and meaningful engagement. Posts that generate thoughtful comments contribute to increased visibility and reach. Responding to comments on your posts also signals that a conversation is taking place, further boosting engagement.
- Perspective and Expertise: The algorithm evaluates both the content of a post and the author’s expertise in the subject area. Posts that offer unique perspectives and insights from individuals who are qualified to discuss the topic are rewarded. LinkedIn’s access to user profiles enables it to assess the credibility and authority of the author, ensuring that high-quality content is showcased.
Recent research by Richard van der Blom demonstrated that there is now a greater reach for:
⭐ text posts ⭐ video (reach and engagement combined) ⭐instant reposting (without adding original content).
🌑 Fewer clicks for 🌑Document posts (pdf) 🌑 Shared posts (including some of your own text) 🌑 Polls
There are no longer any penalties for modifying your own post once posted or being the first to comment on your own post
As of June 2023, there has been a c. 20% decrease in reach for selfies, approximately 15% less reach for long text posts (+1,000 characters) due to less influence of dwell time, less impact of hashtags on post views and growth tags ((@mentions) in comments) without additional text from the author are being regarded as spam / negative effect.
How to Optimise Your LinkedIn Posts
Now that we understand the changes in the LinkedIn algorithm, let’s explore 11 practical steps to optimise your LinkedIn posts and improve your visibility and engagement on the platform:
Step 1: Understand Your Audience
To create content that resonates with your audience, you need to have a clear understanding of who they are and what they find valuable. Identify the characteristics and interests of your target audience and tailor your content to meet their needs.
Step 2: Share Knowledge and Expertise
Focus on sharing content that offers valuable knowledge and expertise in your industry or niche. Provide insights, tips, and advice that will benefit your audience. By positioning yourself as an authority, you will attract a more engaged and relevant audience.
Step 3: Craft Engaging Headlines
Captivating headlines are crucial for grabbing the attention of your audience. Use compelling language, ask thought-provoking questions, or promise a solution to a common problem. A well-crafted headline will entice users to click and engage with your post – #AI tools such as Writesonic are useful for this purpose.
Step 4: Create High-Quality Content
Rather obvious, but invest time and effort in creating high-quality content that is well-researched, informative and actionable. Use a mix of text, images, and videos to make your posts visually appealing and engaging. Deliver content that provides value and helps your audience solve their challenges.
Step 5: Encourage Meaningful Conversations
Prompt your audience to engage in meaningful conversations by asking open-ended questions or seeking their opinions on industry-related topics. Encourage them to share their experiences or offer insights. Respond to comments promptly to foster a sense of community and connection.
Stuck for hooks? AuthoredUp has a library of different post hooks and endings to ensure that you are never stuck for ideas 💡
Step 6: Leverage LinkedIn Groups
Join relevant LinkedIn Groups in your industry or niche and actively participate in discussions. Share your expertise, offer advice, and engage with other group members. This will not only expand your network but also increase your visibility within your target audience.
TOP TIP: Did you know that you can privately message any other group member without being connected to them? This is lead-gen gold!
Step 7: Engage with Other Users’ Content
Engaging with other users’ content demonstrates your willingness to contribute to the community. Like, comment, and share posts that resonate with you and align with your professional interests. This will help you build relationships and increase the visibility of your own content.
Step 8: Optimise Your LinkedIn Profile
Ensure that your LinkedIn profile accurately reflects your professional background, skills, and expertise. Use relevant keywords in your headline, summary, and job descriptions to optimise your profile for search. A well-optimised profile increases your chances of appearing in relevant search results.
Step 9: Analyse and Iterate
Regularly analyse the performance of your LinkedIn posts using the platform’s analytics tools. Identify which types of content and topics resonate most with your audience and adjust your strategy accordingly. Experiment with different formats, such as text, images, videos, and LinkedIn carousels, to determine what works best for your target audience.
Step 10: Network and Collaborate
Expand your professional network by actively connecting with industry peers, thought leaders, and potential collaborators. Engage with their content, share valuable insights, and build relationships. Collaborations can lead to increased visibility and opportunities to reach a broader audience.
Step 11: Stay Updated on LinkedIn’s Algorithm Change
LinkedIn’s algorithm is continually evolving, so it’s essential to stay informed about any updates or changes. Follow LinkedIn’s official blog, social media channels, and industry news to stay ahead of the curve.
Mastering the LinkedIn algorithm is vital for professionals looking to maximise their visibility and engagement on the platform. By understanding the recent changes, optimising your content, and actively engaging with your audience, you can effectively navigate the algorithm and achieve success on LinkedIn.
Implement the 11 steps outlined in this guide, stay consistent, and adapt to future algorithm updates to make the most of your LinkedIn marketing efforts.
Remember, building a strong personal brand and providing valuable knowledge and advice will set you apart and drive long-term success on LinkedIn.
I hope that you find these LinkedIn tips and strategies useful to you. If so, please bookmark this article for future reference and click on the 🔔 on my profile to be notified of my new posts.
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