LinkedIn is constantly changing.
And with the continuous changes in the digital landscape, LinkedIn has now established itself as one of the premier places for professional networking and B2B lead generation.
However, in line with these changes, marketers and growth hackers also need to adapt to these updates.
Today, we take a closer look at the newest LinkedIn algorithm updates and how we can leverage them for maximum growth.
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Knowledge is King
While LinkedIn used to be about making impressions and building a wider network, it is now not only about increasing your reach, but also ensuring that you provide value to your network. This is why becoming a KOL and thought leadership is going to be critical this coming year.
LinkedIn used to be a playground for content creation and professional updates but now we’re looking towards a more focused approach to knowledge-sharing.
Focusing on knowledge and advice should be the number one priority for most LinkedIn users. This is because your connections (and pretty much your entire audience) have a higher propensity to engage with expert opinions.
This naturally means LinkedIn users who want to market and build their engagement should take advantage of their niche and expertise when producing content.
Posts like this 👆 are great ways to post expert content while keeping everyone else in the loop.
Less on Engagement, More on Relevance
Previously, LinkedIn engagements would die within 48 hours, but now, the algorithm seems to analyze the content of your post to see if it’s relevant enough to reach a wider audience.
Most experts used to just focus on the first 48 hours of a post’s lifespan being the barometer if a post would go viral, but this should now be expanded to include the post’s relevancy to the profile’s connections and the rest of the platform.
If you want to continuously keep up your impressions, you have to create content that is relevant not just to your current network, but also to a wider audience.
This also loops back to the first point where you need to leverage your expertise to make sure that what you’re sharing is valuable to a wider audience.
Passive Dwell Time Above All
While likes and comments are explicit signals of engagement; dwell time, or the time a user spends on a post even without actively engaging with it is now king.
In fact, the current LinkedIn algorithm is focused on pushing posts that receive more dwell time than they do with likes and comments.
Surprising?
Well, not necessarily as most of us who track our Google Analytics will note that time on a particular page is highly critical to determining if the content matters to a user.
A study by LinkedIn found that a significant number of weekly users only passively consume content rather than actively engage with it. Thus, resulting in a major change in their algorithm to prioritize dwell time instead.
The problem with this is that we might not be able to track these things since LinkedIn might not be obliged to provide them to us.
But, we can still ensure maximum passive time on a post by creating expert content that appeals to a wide range of audiences as covered above.
Quality Not Quantity …for Comments
The number of comments is no longer as valuable as the content of the comment itself.
Newer LinkedIn algorithm updates have since shifted to focus more on the content of the comments. This just means that the algo checks if the folks who are commenting are actually responding to the post or if they’re simply there for engagement.
That means fluff comments like “I agree!” or “Great post” are no longer of relevance, regardless if you get hundreds of them.
Instead, your posts are now boosted with more impactful comments that actually share insights or respond directly to your post.
As with the previous points, this all links right back to the original idea that content quality is most important and it’s simply not just about your number of likes or comments.
What This Means for LinkedIn Users
If you’re an active LinkedIn user looking to leverage the platform for personal branding, thought leadership, or networking, these changes in the LinkedIn algorithm update are significant.
Here’s what you need to know and how you can adapt:
1. Focus on Your Niche and Expertise
Instead of providing generic updates about your work or content for the sake of content, think about what kind of advice or tips people in your field would want to hear.
Focus on creating content that showcases your knowledge and experience to make you a valuable voice. Share articles, case studies, tips, and lessons that are valuable in your field and to the people in it.
(However, you can also benefit from increasing the range of your expert advice and looping “non-experts” in. For example, you can talk about a piece of knowledge but also relate it to how it can be used in other fields.)
2. Create Relevant and Impactful Content
Don’t just post so you can keep yourself active. Instead, post impactful content that resonates with your audience, has lasting value, and sparks conversation.
Remember, the algorithm favors content that’s timely, relevant, and useful. If you are unsure about what you should be focusing on, try doing some research and see what’s trending or if there are any issues you can talk about.
3. Consistency Over Frequency
You no longer have to constantly post and flood your network, rather you need to consistently keep up the quality.
However, don’t forget that you still need to be active to benefit from the LinkedIn algorithm updates!
By always sharing valuable insights, you’ll stand out in your field and reach a wider audience. This approach also gives you the opportunity to build a reputation as an industry leader.
4. Engage with Your Network Beyond Just Posting
The algorithm isn’t only about how much content you post, but also about how you engage with others. It takes into account how actively you participate in conversations and the quality of your interactions across the platform.
Responding to comments on your posts, participating in relevant discussions, and connecting with new people are all ways to stay active on LinkedIn and increase your visibility.
Of course, you have to make sure these comments aren’t fluff and repetitive but are authentic opinions that you hold.
Key Takeaways from These New LinkedIn Algorithm Updates
While it may seem that there are a lot of major changes to LinkedIn’s algorithm, they’re not difficult to adapt to – especially if you’ve prioritized “value” from the get-go.
They’ve just given priority to what should have been the platform’s focus in the first place—valuable content with real engagement from authentic voices.
Remember, quality over quantity, be it in the posts themselves or in your comments. Whether you’re creating a post in your expertise or commenting on someone else’s experience, keep away from the fluff and focus on the value.
We’ve been through a lot of LinkedIn updates and the only piece of advice we’ll give you is this.
“Focus on value”.
The more valuable your content is the more value you bring to the table, the more value you bring to the table the more value you get from your prospective clients.
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