You’re creating incredible content for LinkedIn, but is it reaching the right audience? You need to understand the ins and outs of LinkedIn’s algorithms to improve your content’s performance. Unlike other social media platforms, LinkedIn prioritises professional engagement, and that’s how you can make the algorithms work for you.
What is the LinkedIn algorithm?
The LinkedIn algorithm functions as a sophisticated recommendation system that is designed to curate each user’s feed, prioritising relevant and high-quality content. Working behind the scenes of your LinkedIn feed, the algorithm evaluates billions of posts every day, aiming to present users with the most engaging and substantive material based on their interests, connections, and interactions. The algorithm emphasises meaningful engagement over virality, focusing on cultivating professional discussions and sharing valuable insights. Many different factors come into play when the algorithm is at work. These include the relevance of the post to the user, the expertise of the author, and the quality of interactions it generates. This way, the LinkedIn algorithm helps to ensure that users see posts from their first-degree connections and topics that align with their professional interests. When you post on LinkedIn, your content undergoes a series of evaluations that determine its visibility in users’ feeds. Initially, posts are filtered to eliminate spam or low-quality content. If your post passes this filter, it is then shown to a small subset of your connections for a limited time. This is often referred to as the “golden hour.” During this time, the algorithm monitors your audience’s engagement level, including likes, comments, and shares. If your post garners significant interaction and attention, it will be shown to a broader audience.
How to make the LinkedIn algorithm work for you
Thanks to LinkedIn’s approach that aims to eliminate spam as much as possible, it’s become simpler to stand out across the platform. The LinkedIn algorithm prioritises relevant, professional content, and that’s a key advantage for you, as you build your online presence. Here’s how to make the LinkedIn algorithm work for you:
- Make sure your content is relevant to your audience: Content that aligns with the interests of your connections and followers is more likely to be shown to more people. That’s why it’s so important to understand your audience.
- Know where your content will go first: In a person’s LinkedIn feed, posts from their first-degree connections are prioritised over those from influencers or companies. Building a strong network of relevant connections can enhance your content’s visibility.
- Keep it LinkedIn local: While the algorithm does not favour a specific format, it does reward native content. Native content is content that’s posted directly on LinkedIn, rather than an external link that sends people off the platform.
- Aim for engagement: The LinkedIn algorithm favours posts that generate meaningful interactions over those that merely accumulate likes. Comments that spark discussions are particularly valuable. Consider this, as you engage with other people’s content too – your comment could be the reason why someone else’s content shows up in another person’s feed, and the opposite can be true too.
Simple ways to increase your LinkedIn content’s reach
To maximise your LinkedIn content’s reach, start by optimising your LinkedIn profile. Your LinkedIn profile serves as a landing page for potential leads. Ensure your profile is complete with a professional photo, a compelling headline, and a detailed summary that showcases your expertise. Incorporate industry-relevant keywords to enhance your discoverability, making it easier for others to find you. A well-crafted profile attracts viewers and establishes your credibility, encouraging people to engage with your content and connect with you professionally. Keep it consistent when it comes to posting your content. Develop a posting schedule that allows you to share valuable insights regularly without overwhelming your audience. Focus on quality over quantity by creating high-value posts that offer actionable insights or spark thought-provoking discussions.
Step it up to increase your LinkedIn content’s reach
Creating engaging content is the starting point for capturing your audience’s attention in a crowded feed. Start by using eye-catching headlines that intrigue and invite clicks. Don’t hesitate to share personal stories that highlight lessons learned or insights gained throughout your professional journey. Over everything, authenticity resonates well on LinkedIn, and that feeds into the LinkedIn algorithm, helping you extend the reach of your content. Encourage interaction by posing questions or inviting opinions in your posts. Use hashtags wisely to increase your content’s discoverability. Using up to three relevant hashtags per post can help categorise your content and make it easier for users interested in those topics to find you.
Supercharge your content’s reach
Moving on from your content creation, here’s how to supercharge your content’s reach, using the LinkedIn algorithm to your advantage:
- Engage with your LinkedIn network: Building and nurturing your relationships with people on LinkedIn helps you maximise the reach of your content. Be sure to always respond as soon as you can, engage with comments on your posts, and encourage further discussion.
- Interact with other people’s content: Make a point of regularly engaging with other people’s content, and especially your connections’ content. This helps you to strengthen relationships and increases the likelihood of reciprocal engagement on your own posts.
- Use rich media: Rich media goes beyond text, and includes content formats like images, videos, and infographics. Don’t be shy to step in front of the camera, and ensure you get a good mix of content types incorporated into your content strategy.
- Experiment with your posting schedule: User activity varies throughout the day on LinkedIn. Your LinkedIn analytics can tell you so much about when your audience is most likely to be logged in and online. Your timing often significantly affects your content’s reach. Experiment with different posting times to identify when your audience is most active, and let the insights you derive from your LinkedIn analytics lead the way.
- Monitor your content’s performance: Regularly assess how well your posts are performing by tracking key metrics, including engagement rates, click-through rates, and follower growth. Use these insights to refine your content strategy over time, working to identify what types of posts resonate most with your audience.
When it comes to your content, the LinkedIn algorithm is on your side. You just need to know what it’s most likely to respond to! Stay focused, stay authentic, and stay strategic, and the LinkedIn algorithm will work for you.
P.S. Here are 4 ways we can help you accelerate your Lead Generation results:
- Follow Adam Houlahan’s LinkedIn Profile Now Click Here
- Join our FREE LinkedIn Group and connect with entrepreneurs who are scaling too
It’s our Facebook community where smart entrepreneurs learn to get more leads and smart ways to scale using LinkedIn — Click Here
- Take our FREE LinkedIn Productivity Assessment
Score your current presence and activity on LinkedIn against industry best practice benchmarks. Receive customised results instantly and as a BONUS you’ll get a FREE PDF download of Amazon’s Best-selling book “The LinkedIn Playbook” Click Here
- Join our Content Ninja Club Today!
This Club is a community of professionals who are dedicated to mastering LinkedIn engagement and seeing real results. In fact, members experience a 300% to 1000% increase in content traction!
The best part? You can join the Club accessing a comprehensive set of tools and resources for just $197 AUD/month with no lock-in contracts.
Join today Content Ninja Club Registration