LinkedIn Changed Its Algorithms — How Your Posts Can Get More Attention

LinkedIn recently made significant updates to its feed algorithms, resulting in changes to the visibility and reach of different types of content.

This article provides an overview of these changes and offers practical insights for entrepreneurs and marketing leaders on how to maximise their LinkedIn posts' impact, following the change.

LinkedIn's Motivation:

LinkedIn witnessed a surge in user activity, with more personal content and attempts to manipulate the algorithm for increased engagement. In response to user feedback, LinkedIn aimed to make the feed more relevant and informative, leading to an 80% reduction in complaints about irrelevant content.

The Two Big Changes on LinkedIn's Feed:

• Increased Visibility for Followers: LinkedIn prioritises showing posts to followers based on user feedback indicating a preference for content from known connections. There has been a 10% increase in people viewing posts from those they follow.

• Knowledge and Advice Prioritisation: LinkedIn now assesses posts for their relevance as sources of knowledge and advice, and these posts are prioritised for broader reach beyond the user's immediate network. LinkedIn has observed a nearly 40% increase in users engaging with content from individuals outside their network that offers valuable knowledge.

Identifying 'Knowledge and Advice':

LinkedIn determines the value of a post through various factors, including:

• Distinct Audience: The relevance of the post to a specific target audience is considered. Creators are advised to understand their target audience and craft content that addresses their needs.

• Expertise in the Subject Area: LinkedIn evaluates the author's authority on the subject being discussed. Users are more likely to engage with content from individuals recognizsd as knowledgeable in their field.

• Meaningful Comments: Posts with comments that genuinely engage with the content are prioritised. Empty comments are discouraged, and responding to comments further enhances a post's visibility.

• Unique Perspective: LinkedIn values posts that offer unique perspectives and insights. Personalised and opinionated posts tend to resonate more with the audience.

LinkedIn's Definition of Success:

LinkedIn encourages users to focus on reaching the right people rather than pursuing mere popularity. The platform aims to mimic professional workplace dynamics, where not all discussions are relevant to everyone. Content going viral is not celebrated on LinkedIn, as it is in contrast to the workplace environment.

Here are three types of posts you can implement to leverage the algorithm changes on LinkedIn:

1. Thought Leadership Content: Share valuable industry insights, expertise, and thought-provoking articles or research relevant to your target audience. Establish your company as a trusted authority in your field by offering unique perspectives and actionable advice. This type of content demonstrates your knowledge and positions your company as a go-to resource in your industry.

   Example: "5 Key Trends Shaping the Future of [Your Industry] and How Your Business Can Adapt"
   

2. Employee Success Stories: Highlight the accomplishments, skills, and expertise of your employees. Showcase their achievements, projects, and contributions to the industry. By humanising your company and showcasing individual expertise, you create a sense of authenticity and trust with your audience.

   Example: "Meet [Employee Name]: Our Innovative Mind behind [Successful Project/Initiative]"
   

3. Industry Insights and Trends: Share relevant news, updates, and emerging trends within your industry. Provide analysis, commentary, and actionable tips for your audience to navigate these changes effectively. Engage your followers by asking for their opinions and insights on the topic.

   Example: "The Rise of AI in [Your Industry]: How Companies Are Leveraging Artificial Intelligence for Greater Efficiency"

Remember, each post should provide valuable knowledge and advice, target a distinct audience, and encourage meaningful comments and discussions. By consistently delivering high-quality content aligned with these principles, your company page can increase its visibility, engage with the right audience, and establish itself as a thought leader within your industry on LinkedIn.

By aligning posts with these algorithmic changes, entrepreneurs and marketing leaders can enhance their content's visibility and engagement on LinkedIn. By sharing knowledge, targeting specific audiences, fostering meaningful discussions, and offering unique perspectives, you can maximise the impact of your posts and connect with the right audience.