LinkedIn have recently spilled the beans on some key algorithm insights as to how their platform works and what it prioritises. The platform has 810 million users and counting, and their algorithm has to process billions of posts every day, so it takes in all sorts of factors.
So how can you up your game and make your posts shine?
1. LinkedIn is prioritising content from first-degree connections
LinkedIn says that users regularly tell them the most valuable content comes from people they know, so users are now seeing more updates from direct connections and users that they follow in their feeds, rather than 2nd or 3rd degree connections.
2. Understand the best practices of posting
There are some basic elements to keep in mind when posting on LinkedIn…
- Use 2-5 hashtags;
- Don’t include outbound links in your posts where possible – LinkedIn want to keep users on the platform, not take them away;
- Sprinkle in relevant keywords, but only where it makes sense to;
- Make thought pieces easy and breezy to read. Forget about large chunks of text, break them up with emojis and paragraph breaks.
3. LinkedIn is looking to highlight expert knowledge and advice
So how does LinkedIn know what expert insight is? The system is now looking to identify users’ interests, based on their profile info and activity, and if other people within your niche are engaging with your posts, that’s a strong signal that you’re sharing material of relevance and value.
4. Comments matter the most
Research now shows LinkedIn ranks comments as the most valuable type of engagement, over likes and even sharing. But not just one word answers, but in-depth replies and conversation are what will help to improve your post reach (pro-tip: respond to comments on your updates).
5. Short native videos work best
It’s important to post a range of content, but LinkedIn likes short-form videos. So spice up your strategy with some bite-sized videos. Apparently, people are 20% more likely to hit that share button for videos over any other type of content.
6. Post during weekdays, not weekends
Weekends are for chilling, not LinkedIn! Most users scroll through the platform during the week rather than weekends. So, when you’re planning your LinkedIn posts, save them for the weekdays. Also avoid bank holidays or large public holiday dates.
7. Utilise tagging as much as possible
Content which tags a person or an organisation performs very well on LinkedIn. So tag away where it makes sense to. Not only does the person you’ve tagged see the post, but all those who are connected to the person have a chance of it appearing on their feeds too.