Understanding The Algorithm: LinkedIn
Note: this is the transcript of a Just Quickly podcast episode. For accessibility the same information is available for listening on the Just Quickly podcast, and for reading on the EJG Creative website.
Over the next couple of episodes, I want to take you inside how the algorithm of each social media platform works because while they are a pain in the arse, you do need to know how to work with them, instead of against them.
You probably hear the word “algorithm” thrown around a lot when it comes to social media marketing, but to put it simply it is the set of rules and calculations that the platform uses to decide what content to show in what feed. Each social platform has a different algorithm and by knowing about it you are able to use its rules to your advantage.
I want to start with LinkedIn because I think a lot of local businesses overlook this platform, but it can be a valuable resource and if you stay tuned to my socials I’ll chat more about what your local business can use it for over the next couple of days. The platform is no longer just for job seekers and corporate CEOs, it is a professional platform that is widely used by over 275 million people.
Dan Roth, who is the editor in chief at LinkedIn has given an interview to Entrepreneur about how the algorithm in the platform works, because in the last few months, it has changed and what once worked, now probably won’t.
One of the main points to come out of the chat was that LinkedIn does not want viral content, he was quoted as saying “When things go viral on LinkedIn, usually that’s a sign to us that we need to look into this because that’s not celebrated internally.” In the previous algorithm and in lots of social media platforms the most engaging content (ie. viral) was amplified and given more of a voice and reach. That is not the case on LinkedIn anymore - in fact, viral content on the platform is more likely to hurt your visibility and engagement.
Okay.. so what content does LinkedIn want then?
Dan told the podcast that there are three measures of success for LinkedIn content:
Relevance. How relevant your post is to a distinct audience.
Expertise. How much expertise do you, as the author, have in the area you are posting about?
Engagement. In particular the presence of “meaningful comments” on your post from people who have shown interest in the topic of your post.
LinkedIn wants you to focus on sharing your knowledge and advice to help the platform return to its more traditional roots of being a professional network. Posts that prove themselves to be rich in knowledge and expertise will be rewarded with extended reach.
Other features that LinkedIn is looking for in your content to categorise it better:
A unique perspective on the topic you’re writing about.
You have shared examples and advice within your post.
Your content is easy to read and understand.
You’ve added a call to action that encourages engagement from your readers, for example, “Comment if..” or “Tag someone from your network that…”
You have used three or fewer hashtags.
You have included keywords in your post that are related to the topic.
You’ve tagged people that are relevant to the post.
The platform ultimately wants you to produce relevant content, show off the expertise that you hold and engage with people. Focus on sharing your knowledge with your network, they are more important than ever right now, but the quality of them is more important than the quantity of them. And don’t forget to prioritise posting relevant content over going viral.
