How LinkedIn’s New Algorithm Update is Rewarding Great Content
With more than 575 million members, LinkedIn is now a fundamental marketing platform for business professionals and is growing in popularity every year. The platform is proving to be a particularly good source for discovering leads, with HubSpot reporting that LinkedIn is 277% more effective at generating leads than Facebook and Twitter and 43% of marketers reporting that they have obtained at least one customer from LinkedIn.
The upshot? If you haven’t incorporated LinkedIn into your marketing strategy yet, now is the time to start…
So, what about existing LinkedIn users? Take note: there is a new algorithm update that you need to be aware of to stay on top of your LinkedIn game…
This summer LinkedIn deployed a new algorithm to favour more personalised content by changing how different posts are ranked in users’ feeds by tailoring content to people’s professional interests. The update follows the company’s new framework ‘’people you know, talking about the thing you care about,’’ which aims to generate more conversations and business activity.
The new LinkedIn algorithm is comprised of four different ‘filters’;
1. Level of quality
Rather than giving more weight to viral posts, the new algorithm will judge the quality of the content posted based on whether it is broad, low-quality content or informative and high-quality content.
2. Level of engagement
If your post has been deemed as high-quality content, LinkedIn will display the post in your connections’ newsfeed and the algorithm will monitor the level of engagement (likes, comments and shares) and prolong the post’s visibility over time if people are engaging with the content.
The algorithm will determine the perceived credibility of the user posting the content. If a user posts regularly and generates positive conversations, LinkedIn will take this into account when it comes to how long and how frequently your post is displayed.
4. Human editors
Whilst the first three filters are managed by sophisticated technology, the fourth revision is carried out by human employees. LinkedIn editors now have the ability to decide if a post should be highlighted in a specific topic channel that a community of members are interested in. Therefore, if the content is defined as highly relevant, high quality and with the ability to drive conversations, it will appear in the newsfeed of people and communities you are not even connected with. Pretty cool right?
For more advice on your LinkedIn strategy or if you need help managing your social media marketing, contact TWI on 01473 326 907 or email email@example.com.
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