LinkedIn, the professional networking platform, has recently unveiled a significant algorithm change that promises to revolutionize how your content reaches audiences. As a marketer, content creator, or someone keen on maximizing their LinkedIn presence, understanding this update is crucial.
LinkedIn is preparing new features and algorithm updates to help users connect with more targeted audiences even months or years after publishing their best content, according to recent statements from company executives.
According to a recent article published by Entrepreneur.com, LinkedIn executives, Tim Jurka, and Dan Roth, discussed topics relevant to increasing engagement on LinkedIn.
Suggested Posts – A Big Change in Algorithm
LinkedIn’s new feature, “suggested posts,” aims to address the transient nature of content on the platform. Unlike the traditional newsfeed, where posts quickly fade into oblivion, suggested posts have the potential to remain relevant for an extended period. Here’s how it works:
Content Longevity: Currently, content on LinkedIn has a short shelf life. However, with suggested posts, your valuable content could continue to resurface long after its initial publication. Imagine your insights reaching professionals months or even years later!
Targeted Audiences: Suppose you share an insightful post on a niche topic. In that case, LinkedIn’s algorithm may recognize its unique value. Consequently, your content might appear in the feeds of users interested in that subject, even if they don’t follow you. This targeted approach ensures that quality content finds its way to the right audience.
Quality Over Mass Reach: LinkedIn emphasizes quality over quantity. While broad reach and vanity metrics matter, providing unique value and insights through long-form, in-depth content takes precedence. Focus on substance rather than chasing fleeting views.
How LinkedIn Will Choose Posts To Suggest
- Sharing insightful posts on niche topics may help LinkedIn’s algorithm identify content as uniquely valuable.
- After you post your content, it could continue to appear in the feeds of users interested in that subject for months or years, even if they do not follow you.
Addressing Declining Organic Reach
Some content creators have noticed a decline in organic reach on LinkedIn due to previous algorithm changes. However, LinkedIn’s executives emphasize that meaningful connections matter more than mere views or followers. While organic reach may fluctuate, the goal remains clear: provide targeted value to users.
Avoid Algorithm “Hacks”
LinkedIn cautions against relying on reports claiming to crack its algorithm. The signals evolve constantly, rendering any “hack” obsolete. Instead, focus on creating genuinely helpful content that resonates with your audience.
How to adapt your content strategy:
Focus on in-depth content: Invest time in creating well-researched and informative posts that offer unique value.
Target your audience: Tailor your content to the specific interests and needs of your ideal connections.
Engage with your audience: Encourage discussion and interaction through comments and questions.
In Summary
LinkedIn’s algorithm shift aims to promote relevant old posts, ensuring that your best content continues to resonate with specific audiences over time. Here’s what you can do:
- Keep Creating Valuable Content: Whether it’s articles, videos, or thought-provoking posts, prioritize quality.
- Engage with Your Network: Meaningful interactions matter. Respond to comments, participate in discussions, and build relationships.
- Monitor Performance: Observe how your posts thrive beyond the initial buzz. Adjust your strategy based on what resonates.