LinkedIn is a powerful platform which consists of over 600 million professionals looking to grow their network, find jobs and share content. The LinkedIn algorithm is designed in a way to make the posts on your homepage more user-friendly and enticing. As of October 2018, LinkedIn has published several articles discussing the updates and improvements they have made. They changed their feed algorithm in 2018, to assist members in increasing the visibility of their posts while lessening the exposure of the infamous ‘power users.’ The next few paragraphs will explain what the Linked algorithm is and how it works.
Similar to other social platforms like Instagram and Facebook, the LinkedIn algorithm also focuses on content that is engaging and relevant. However, users can adjust the preferences of their newsfeed to suit their tastes; and filter out what they are not interested in. It is imperative to avoid spamming your audience with multiple posts a day and instead focusing on standing out to your readers with fewer, higher quality uploads.
How Does It Work?
Your LinkedIn feed consists of a spam filter, this filter functions to determine if your post should be considered spam, if your post should be visible in the news feed and how many people it reaches.
Content on your newsfeed is displayed and ranked in terms of the reputation of your account. Anything that has been posted on your account and the way users have engaged with them affect your account’s reputation. Among the many factors that affect the algorithm, the following are some of the most important to consider:
1. Each time you post something on LinkedIn, the algorithm will categorize your post under three headings, “Good to Go,” “Low Quality” or “Spam.” It should go without saying that you would want your post in the “Good to Go” category.
2. Once your content is categorized as “Good to Go,” your post will be up in the newsfeed for a period of time. It is important to note that your post will stay in the news feed until it is marked as spam. Therefore, optimize your post to be published at the best times of the day to make sure your audience will see it before this happens.
Once your content has been published on LinkedIn, the algorithm begins to analyze the performance of your post by looking at how the viewers are engaging with it. Considering that the audience is sharing, liking and commenting on your post, you’ll be able to move forward to the next step in the process. If members hide your post from their newsfeed or mark it as spam. LinkedIn will take this into consideration when categorizing your future posts.
Members can decide to hide your post if – they consider it irrelevant or you are posting too frequently. You cannot control the actions of other people, so to avoid this you need to make sure your content is valuable to readers. The more valuable your content is, the less likely it will be hidden.
3. Once your content has passed step 2, it will now be evaluated based on the type of content it is. The algorithm analyzes your profile as well as your network to make sure your content is relevant to the audience it is shared within its efforts to crack down on spam. LinkedIn does this to avoid giving visibility to posts that are irrelevant.
LinkedIn can eliminate your content or make it less visible to certain audiences if this happens. It all depends on the engagement of your post. Members actively engaging with a post will keep it visible for a longer period of time.
4. After the algorithm has done its job, human editors step in to continue the process. These editors decide whether or not your post should appear in the news feed or be visible on some other channel. They will also take into consideration, the performance of this post for product development and algorithm tweaks in the future.
They’ll be interested in finding out why your post is performing so well. Your post will continue and stay in the algorithm process as long as it is able to drive engagement. This is why we often see posts that are weeks old in our newsfeed.
This process is essentially how the LinkedIn algorithm works. If you want your posts to be visible in the newsfeed for a longer amount of time, you need to drive engagement. As long as your post is performing well, it will stay in the newsfeed.
You can use the following tips to work your way around LinkedIn algorithms:
Optimize Your LinkedIn Posts
You can use the same marketing strategies that you use for any other social platform. However, you need to be a bit more professional with LinkedIn. Give your posts an emotional hook, a sense of humor or anything that adds a bit of personality.
Furthermore, since most people are on a mobile device these days, make sure you create posts that are suitable for mobile viewing. Keep them compelling. Use a blend of images, tips, questions, how-to and links. Including keywords and hashtags is a plus. If you want to get past the second step, post at the right time. People spend hours on various social platforms, however, make sure you post when people are most active on LinkedIn.
People are usually looking for content that includes industry news, company updates, tips, and tricks. Content that is valuable to someone’s career or that is coming from a trustworthy and credible source will get more attention.
The LinkedIn algorithm is not as complicated as it initially appears. As long as you follow these best practices, your content will reach your audience and generate the leads you were hoping for. Don’t forget to review your analytics regularly, post content that will drive engagement, build your network and engage with members in group discussions, and comments.