The time you spend on LinkedIn is purposeful and meaningful. Here’s what you may not have considered though: the LinkedIn algorithm is watching. As the platform has evolved, so too has its ability to monitor user activity, and more accurately present you with content that resonates with your preferences, interests, and activities. That’s why it’s always so interesting to open up your LinkedIn app and scroll your feed.
The LinkedIn experience
Think back to the last time you spotted a post or other piece of content that made you stop scrolling. Did you watch your favourite influencer’s video all the way through? Did you stop to read every comment on your peer’s post? Did your new connection captivate your attention with an interesting infographic? That’s the LinkedIn algorithm serving you the right type of content, and you’ve dwelled on it. Welcome to a key metric that LinkedIn uses to measure content engagement. Understanding and optimising for dwell time is important for enhancing your LinkedIn content strategy.
What is dwell time?
Dwell time is the measure of how long a user spends viewing your content on LinkedIn. Dwell time is not about clicks, likes, or comments. Dwell time is a measure of how long your piece of content has held your audience’s attention. LinkedIn’s algorithm uses dwell time as a key indicator of content quality and relevance. The longer someone spends engaging with your post, the more likely LinkedIn is to show it to others. If we dig into the backbones of LinkedIn, there are two different types of dwell time. The first is called “on the feed” dwell time, which starts when at least half of a post is visible as a user scrolls. The second type of dwell time is called “after the click” dwell time, which measures time spent on content after clicking on an update. These different types of dwell time are measured by LinkedIn’s algorithm, enabling the platform to gauge a user’s initial interest and deeper engagement.
Why does dwell time matter?
Dwell time matters because it’s not enough to simply appear in your connections’ feeds. You want them to stop, read, and absorb your insights. High dwell times indicate that your content resonates with your audience. A high dwell time can lead to increased visibility, more meaningful connections, and enhanced professional credibility. Interestingly, LinkedIn’s backend focus on dwell time stems from the platform’s unique user behaviour. If you’re posting on LinkedIn regularly, you’re in the minority. Approximately only 1-2% of LinkedIn users publish content regularly, while around 90% consume content without actively engaging through likes or comments. Dwell time enables LinkedIn to factor in the silent majority’s content preferences, ensuring that valuable content doesn’t go unnoticed simply because it lacks visible engagement metrics. That’s why dwell time should matter to you as you plan your LinkedIn content strategy.
How to create content that maximises dwell time
To create content that keeps people engaged and increases their dwell time when it comes to your content, consider the following strategies:
- Create compelling headlines: Your headline is your hook. It needs to grab attention and promise value. As a thought leader, consider starting your post or piece of content with a provocative question or a bold statement related to your industry.
- Tell a story: People love stories. We are naturally inclined to gravitate towards compelling narratives. Share personal experiences or case studies that illustrate key points. A well-crafted story can keep your audience engaged from start to finish, significantly boosting dwell time. As a business leader, your unique experiences and insights are invaluable. Don’t hesitate to share them!
- Use visuals in a strategic way: While LinkedIn’s dwell time metric focuses on text content, incorporating relevant images or infographics can enhance the overall appeal of your post. Visual elements can break up text, making longer posts more digestible and increasing the likelihood that people will spend more time with your content.
- Give people guidance: As a thought leader, your audience looks to you for guidance. Ensure your content offers practical, actionable advice. This can increase dwell time while it enhances your credibility and value to your network.
- Create long-form content: While short posts have their place, long-form articles allow you to dive deep into topics, showcasing your expertise. LinkedIn’s article feature is perfect for this. Remember, the goal is quality over quantity. A well-written, insightful 1000-word article is likely to generate more dwell time than several superficial posts.
- Get involved in the discussion: Dwell time isn’t just about the initial read. Encourage and participate in discussions in the comment section. This will increase the overall time users spend on your post and help you to build a community around your content.
- Stay consistent: Set aside specific time slots to spend time on your LinkedIn engagement and activities. Consistency in posting helps train your audience to look for and engage with your content regularly.
- Always optimise for mobile: Almost 60% of LinkedIn’s traffic comes from people using their mobile devices. Ensure your content is easily readable on smaller screens. Use short paragraphs, clear formatting, and mobile-friendly visuals to enhance the reading experience and increase dwell time.
Monitoring your LinkedIn content
While you can’t see dwell time listed in your LinkedIn analytics, you can use your other metrics as an indicator of how well your content resonates with your audience. Pay attention to your:
- Views and reactions: A high number of views with comparatively fewer reactions might indicate good dwell time, but low active engagement.
- Comment quality: In-depth, thoughtful comments suggest that users have spent time digesting your content.
- Profile views: An increase in profile views following a post can indicate that your content prompted users to learn more about you.
You can use these insights to continuously improve your content’s ability to capture and hold people’s attention.
When you’ve mastered your metrics, keep on iterating your content strategy, working towards higher dwell times, and more audience engagement. As you look towards your content strategy, focus on creating content that truly engages your professional network, establishes your authority in your field, and drives meaningful conversations.
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