What do we know about the LinkedIn algorithm?
We know a lot about the LinkedIn algorithm and at the same time very little. Official sources are limited to LinkedIn blog posts. They only reveal fragments of information. We have to guess the rest and of course many daredevils, including those working for LinkedIn, try their hand at it. We have a bit more information from them, but it should be remembered that this information is not certain. It is the result of research and experiments and, like official statements, allows us to learn only some aspects of how this medium works.
Understanding the behavior of each platform is aided by sweden business email list knowing how it generates profits. In the case of LinkedIn, this is through the sale of HR solutions, training and sales solutions, and also – paid promotions. Of course, the platform is interested in acquiring users and gaining their attention, because this increases its potential in all these aspects, including the time it can expose users to ads.
The algorithm must therefore ensure that we are presented with content that we have a chance to stay with for a longer time. LinkedIn draws data on how to keep our attention from user profiles and behaviors: what we like, comment on, share, click on, and finally - what keeps us for longer (this is the so-called dwell time ). But that's not all, and this is where we come to the key feature of the LinkedIn algorithm.
In his annual report on the LinkedIn algorithm, Richard van der Blom points out that the first 90 minutes of a post's publication are crucial for its distribution. Based on data from the LinkedIn blog, we can guess why this happens. Initially, our post is not displayed to all people in our network of contacts, but only to a selected group. We do not know how large it is or how the algorithm selects it. However, we do know that the algorithm decides to continue displaying the post based on the reaction of this group. If the test group reacts to the post actively - likes it, shares it, reads it - LinkedIn considers it to be in line with user preferences and shows it to others. Of course, the reactions of friends also mean that the post is displayed to their groups of contacts. Therefore, content that engages the first recipients gets a "double boost" and has a chance for wide reach.
What is the conclusion? Let's hear from another expert and practitioner: " In my opinion, the key parameter in this algorithm is engagement. Content that generates engagement is supported by LinkedIn because it is in the interest of the company and its shareholders," says Łukasz Kosuniak, author of the Business Marketer podcast . And since it is users who let the algorithm know which content is engaging, the most important thing is the interest of your recipients. Wait, wait... there are no clever ways to easy success?
What to avoid when posting on LinkedIn?
Wherever we deal with algorithms, there is a temptation to use knowledge about them to take shortcuts. Perhaps there is a magic hour at which content spreads the best? Or maybe a mystical hashtag that will carry our post as if on wings?
However, this kind of thinking can be counterproductive. In order not to fall into the trap of overly simple solutions, it is worth knowing what practices can result in limiting the spread of our content via LinkedIn.
Posts for friends and family . Since user engagement is key to the success of a post, maybe it's worth asking a few friends to like and share all of your posts? Seemingly logical, this solution may turn out to be disastrous. LinkedIn has announced that if such practices are detected, it will limit the reach of posts. Such "cooperatives" ("pods") are particularly easy to identify when a given author's posts are met with a response from users outside their industry. Suspicions may also be raised by employees of our company reacting "for fun". Of course, their engagement in posts is something that will be beneficial to us, but it should be as natural as possible, and not take the form of simultaneous and automatic liking of all company content.
Likes . Maybe it's worth encouraging recipients to share and like posts? It's not a bad strategy, as long as encouraging interaction is a natural part of our post. If we can skillfully ask recipients for their opinion, encourage discussion, this is undoubtedly a valuable value. However, adding comments, for example, whose only function is to encourage them to like our posts, can also be met with a service block. For our own good, we should avoid "likes".
Strong emotions . Of course, discussions and great engagement are aroused by posts that are based on emotions. In this case, the skill of storytelling will come in handy. However, too hot emotions can lead to blocking our statements if they are considered aggressive. For this reason, it is better to avoid posts with a purely political dimension, for example. Although they undoubtedly generate engagement of recipients, they may not serve us well.
(Excessive) automation . Finally, acquiring, even in an automated way, too many recipients to our network of contacts, especially those outside our industry, and using bots, can be a trap. In a large group of readers with diverse interests, even the best posts may not generate a response. And then the algorithm will consider them not worth promoting.
If so many practices are better avoided, are there really no “ways” on LinkedIn?
How to increase the reach of your posts on LinkedIn?
We already know that it’s best to write your LinkedIn posts in a way that generates engagement. But what does that mean in practice? Here are some possible strategies recommended by experts.
