If you have been using your LinkedIn for a while now, you might have recently noticed a bit of a change in the way it works. The amount of likes, shares, and comments has seen a decline. There is a reason why the user interaction on LinkedIn has significantly become so reduced and that is to do with the LinkedIn Algorithm.
Social media is quickly advancing and the social media platform’s creators and developers are trying to do their level best to keep improving their platforms and keep the content reaching out to the general public relevant. That’s where the algorithm comes in. The LinkedIn algorithm isn’t exactly the same as the new Facebook algorithm but the two of them do have a few similarities.
How LinkedIn Algorithm Works
The algorithm which determines the content which will be displayed on a user’s homepage feed is trying to make the user’s homepage feed more engaging and easier to use. The social media platform has posted a lot of content regarding the updates that their platform is going through and all the improvements they are trying to achieve by using their updates algorithm:
- Distribution of Your Articles
- Feed Personalization
- Making Your Feed More Relevant Part I and Part II
- Strategies for Keeping LinkedIn Feed Relevant
- Making LinkedIn’s Feed Smarter and Faster
There are also other algorithms which LinkedIn might have introduced that has an impact on how your spam messages are filtered and what you see in the search engine but the focus of this post is on the homepage feed and the algorithm that shapes it.
Staring off, the LinkedIn homepage feed has a filter which decides whether or not the content you’ve posted even shows up on the homepage feed. Then it determines exactly how much the reach of the content you have posted will be and then lastly it tries to determine the spam users and takes them down.
There are a few stages through which the content is reviewed by the homepage feed algorithm to determine the relevance and reach of the content being posted on LinkedIn.
Every time something is posted on LinkedIn, a bot places the content places the content in one of three categories – Spam, Clear or Low Quality.
The best thing is to be in a Clear category but even with the Low-Quality category, there’s a chance to get to the other stages.
The content is then left on to the newsfeed for a little while. During this time, depending on the amount of engagement the content posted gets, it is determined whether or not the content will then be moving on to the third stage. The engagement comprises of anything from likes, shares, and comments.
If the users are flagging your post as spam or if they remove it from their homepage feeds because they do not want to see it, the chances of the content moving on to the next stage become slimmer.
If you do not want your posts to be hidden from the timeline by other users when you post it, you have to take into account a few factors:
- Try to determine whether or not your posts are either offensive or annoying. Don’t post them if they are.
- Try not to post way too much. That’s also very annoying.
- Make sure that the people you have connections with are seeing relevant posts by you. Do not post irrelevant content.
- Try to make your posts useful and unique. You have better chances of engagement on your posts if your connections find it useful and want to share your content.
Your posts should follow some or all of these considerations so that the chances of user engagement increase and there’s a smaller chance of your content being hidden.
Once the level of engagement of the posts has been evaluated, the algorithm tries to determine the authenticity of the individual posting the content. Credibility is an important factor and the spam posts which have made it up until the third stage will not go beyond it.
Finally, the content which has been filtered through the first three stages then comes to the fourth stage where it is reviewed by an actual person. That makes the user-generated content being displayed on the homepage feeds that much more relevant.
The algorithm might not always be able to accurately determine the relevance or irrelevance of a post and the humans taking a look at the content will be able to put that confusion to a rest. This is the best thing about the content being seen on the LinkedIn homepage feeds – there is a human element that’s helping to filter the content that you see.
How to Capitalize on the LinkedIn Homepage feed Algorithm
Now that you know the basics of how the algorithm of the LinkedIn Homepage Feed works, you will learn how to take advantage of it and increase the reach of your content.
Try To Understand the Content LinkedIn Algorithm Finds Popular
LinkedIn is a social media platform which is focused primarily on the professional aspect of it.
For that reason, it would suffice to say that gifs of cute cats, memes about how you’re craving the weekend or videos of your ‘doggo’ doing something crazy are not going to be as popular on LinkedIn as posts about new jobs, news about professional industries and posts that might be insightful and unique to professionals regarding their careers.
The content which you will be posting on your LinkedIn should be:
- Relevant to peoples’ careers
- Something that inspires people with regards to their career
- Relevant to people operating in the same industry as yourself
- Originating from sources that have a good repute
- Helpful for the growth of people and be helpful to industry leaders
The LinkedIn algorithm has been created in a manner that it looks for relevance for the people that the posts are being shared to.
Make Good Use of the Connections You Have
The credibility of the content, the relevance to your followers and the connections that you have on your LinkedIn profile are big factors when it comes to the LinkedIn Algorithm for the homepage feed.
Try to make it a point to make your profile on LinkedIn public so people who you are not connected to find it easy to see the content you post and connect with you.
Keep your personal and company pages properly updated and current. Add connections and also encourage the people working with you to indicate on their profiles that they work in your company if you are a business owner. You can also attract more connections on your LinkedIn by:
- Participating in LinkedIn groups
- Giving recommendations and receiving recommendations from others
- Promoting your Company page and personal page on other social media platforms and your website.
If you make the effort of interacting with the posts of others, it is very likely that they will interact with your posts. Share the content posted by other users which you feel is relevant to you and to your followers. It will encourage them to reciprocate and share your content. This will increase the chances of you attracting more connections on your LinkedIn and increasing the overall reach of your content through other users.
The time at which you post your content is also a very important factor. You don’t want to be posting the content on your LinkedIn when the connections on your LinkedIn are going to be asleep, do you? The best time frame for you to post the content on your LinkedIn is to post it during business hours. That’s when it is most likely to show up on the homepage feeds of your connections and start to receive likes, comments, and shares.
Ideally, it is considered that making a post at around 8 p.m. is ideal but that might just not be the perfect time for you. Experiment a little bit with the posting times in order to determine when it is that your content gets the most engagement from other users.
You want your posts on LinkedIn to be something that interests your connections and the quality of the content should be right up there at the top. Here are a few ways you can make the content that you’re posting more engaging:
- Provide useful tips because the LinkedIn social media platform is more for career-oriented professionals.
- Exhibit the stats about your company that are impressive.
- Keep the posts to the point and don’t drag them too long.
- Put in a few puns here and there to give the reader a chuckle. The content doesn’t have to be all dry and boring. It should be useful and make for a good read as well.
So the LinkedIn homepage algorithm has a particular way of working. Here are the key points to take away from it:
- Engagement is a must
- Relevance of content affects engagement and engagement reflects the relevance
- Reciprocation should be prioritized
- Experiment with the post timings and consistently try to improve your reach
Start spending more time and really work on your LinkedIn profile. Figure out the best way that you can use your LinkedIn account and increase the reach of your content.