How does LinkedIn's new algorithm work?
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As the leading professional networking platform, LinkedIn is continually evolving to provide a more personalised experience for its users - and it’s one of the key social media trends for 2024! With the latest update to its algorithm, LinkedIn aims to enhance the quality and relevance of the content shown to its members. In this article, we will explore the key factors that influence the visibility of your posts, strategies for optimising your content for maximum exposure, and ultimately help you navigate the algorithm to effectively reach your target audience on LinkedIn.
Understanding Linkedin
It's important to start by saying that LinkedIn is not a platform designed for creators to go viral; it's a platform that prioritises quality over quantity. Instead of aiming to reach everyone, LinkedIn encourages its users to connect with the right people. The changes being made align with this principle.
Since the COVID Pandemic, it has become increasingly common to see selfies and a mix of professional and personal content in LinkedIn posts, but eventually, members got tired of it. After receiving feedback, LinkedIn began to make changes based on what its 900 million members found most valuable on the social platform. They want to see more content from people they already know and connect more with them, as it is these connections that can help them discover new and interesting opportunities.
Who will see my posts?
Notebook page with drawings representing connections
LinkedIn has always been about networking and building professional relationships. With the new algorithm, the platform is placing even more emphasis on the connections you have. People find content more valuable when it comes from individuals they know and care about rather than from strangers. This means you will see and be seen more often by people who follow you, and whom you follow.
Building strong connections with other LinkedIn users can have a significant impact on the visibility of your posts. If you have a robust network of connections who regularly engage with your content, LinkedIn will prioritise showing your posts to them, increasing your chances of reaching a broader audience.
Some Types of Content Are Now Prioritised
If you want to reach more people than those who already follow you, you can do so by focusing on posts that share knowledge and advice. But how does LinkedIn recognise these two attributes?
Relevance
When writing your post, ask yourself, "Who is this content relevant to?" Tailoring your content to a specific niche will help you reach your target audience. By identifying the specific group of people your content is most relevant to, you can increase the chances of it being seen by the right audience. By tailoring your posts to the needs and interests of that specific niche, you are more likely to attract their attention and engagement.
High Quality and Credibility
Wooden cubes with 5-star review on it
When you post, LinkedIn evaluates not only the quality of your content but also your profile! Members who produce content related to their field of study and curriculum lend more credibility to LinkedIn's algorithm, which recognizes that the content comes from someone with a background in that area, making it valuable. If you write about topics that are distant from your professional background, LinkedIn will not consider it valuable or of high quality.
Interaction with content
LinkedIn values engagement and interaction among its users. By regularly engaging with other users' content, such as liking, commenting, and sharing, you not only show support for their posts but also increase your own visibility. When you engage with someone's content, LinkedIn takes notice and can enhance the visibility of your posts to that user and their network. This two-way engagement can help you expand your reach and connect with new users on the platform.
However, this doesn't mean that any type of comment will work. LinkedIn is looking for meaningful comments that respond and interact with the content of your post, not just a random emoji congratulating you. The commenter's profile is also checked, and if their profile is related to the topic, LinkedIn will definitely see this as a positive sign!
Tips for Collaborating with LinkedIn's Algorithm
A notebook with 'Top Tips' written on it
1.Focus on quality and expertise: LinkedIn values content that demonstrates knowledge and expertise in a particular field. Stick to topics that relate to your professional background and showcase your expertise in those areas.
Pro tip:
Posts with images have 2x more comments than text-only posts.
LinkedIn videos get 5x more engagement
2. Identify your target audience: Identify the specific group of people your content is most relevant to. By tailoring your posts to their needs and interests, you can establish yourself as an expert and gain more credibility.
3. Engage with other users' content: Regularly like, comment and share other users' posts to show support and increase your visibility. Be sure to leave meaningful comments that contribute to the conversation and demonstrate your knowledge of the topic.
4. Use hashtags: Including relevant hashtags in your posts can help make them more discoverable. Research popular hashtags in your industry and strategically include them in your content to increase its reach.
5. Optimize your profile: Make sure your profile is complete and showcases your expertise. Use industry-related keywords throughout your profile to help LinkedIn's algorithm understand your professional background.
Cubes with the word 'optimization' written on it, with engines around it
Conclusion
In conclusion, understanding how the LinkedIn algorithm works is crucial for increasing the visibility and engagement of your content. By focusing on quality and expertise, identifying your target audience, engaging with other users' content, using hashtags, and optimizing your profile, you can enhance the LinkedIn algorithm and increase the visibility of your posts. Remember to stay true to your professional background and make meaningful comments and interactions with others' content. Embrace the power of LinkedIn and make the most of your online presence to grow your professional network and career prospects.
