The algorithm that LinkedIn uses to determine what content is shown to whom is in many ways a mystery. However. There are plenty of publicly available details and insights to help you shape your content strategy —including recent revelations from LinkedIn itself.
Understanding the LinkedIn algorithm and how it works
LinkedIn uses a complex algorithm to select and display content to users based on many factors. Because the ultimate goal is to encourage users to engage. Spend time on the platform. And return regularly. LinkedIn is highly incentivized to ensure that members consistently find content that is personally relevant. interesting. and valuable to them .
This is a good guideline for your LinkedIn content strategy. To better ensure that your audience (and therefore the LinkedIn algorithm) perceives your content as relevant. Interesting. and valuable. There are a few best practices to follow.
Keys to gaining reach on LinkedIn
Based on studies. documentation. and first-party updates. here are six key approaches and tweaks to help your content gain traction with the LinkedIn algorithm.
It’s easy for brands to see the appeal of a post or piece of content going viral on social media. In reality. the business impact of all this explosive but ephemeral reach is often uncertain. And on LinkedIn. the pursuit of virality can actually be counterproductive. as LinkedIn’s algorithm is specifically designed to prevent content from going viral.
This doesn’t mean that a resonating
Post can’t achieve significant reach and engagement in a short period of time. but LinkedIn is very sensitive to viral spam and has phone number library significant measures in place to detect and even predict it.
One of the simplest signals LinkedIn uses to verify authentic and meaningful content is the characteristics of the members who engage with it. By evaluating users based on network characteristics and activities. the system tries to learn: Are these real people actually engaging with this content?
With this in mind. it’s great to encourage your employees to interact with branded content shared on LinkedIn (just not the same few employees each time) and create things that compel people in your target audience to engage.
Avoid using outbound links if possible
I mentioned earlier that the main goal how technology is creating more opportunities for marketing today of LinkedIn’s algorithm is to keep users on the platform. This. of course. conflicts with the outbound links that drive those users away from the site. It’s an uncomfortable reality for marketers who would like to drive this traffic to their own websites or landing pages.
LinkedIn posts with outbound links can still get reach. but it puts you at a disadvantage. Studies have found that posts without links have an average of 6x more reach than posts with links. Posts without links also get significantly more aruba business directory engagement and comments. despite being shared less frequently.
Consider reserving the majority of your off-page CTA content for paid campaigns where you can buy clicks and reliably drive traffic .than going off LinkedIn. such as following your brand’s LinkedIn page or contributing to a conversation.