How does the LinkedIn’s Algorithm Work in 2023 – The Dark Arts

by | 2 Aug 23

In this piece, I will distil the essential insights about the LinkedIn algorithm from the LinkedIn team itself and offer actionable advice on how you can utilise this information in your content.

Decoding the LinkedIn Algorithm

Unlike other social platforms like YouTube and Instagram, LinkedIn’s primary content source is your Feed. This is the first thing you see when you log into LinkedIn, making it the gateway to all the information on the platform.

With a user base exceeding 900 million members and daily posts reaching into the millions, or even billions, there’s one clear takeaway: relevance is king.

The underlying principle of LinkedIn’s algorithm is straightforward – if you generate content that resonates with a specific audience, they’re likely to see it. This works both ways for audiences and creators. Your feed will primarily consist of the type of content you frequently engage with. So, if you’re consistently interacting with marketing-related posts, you’ll see more of such content on your feed.

Similarly, if your posts are often about marketing, then those who have shown interest in this field will inevitably see more of your content. The more specialized your content, the better the algorithm can funnel your posts to the top of the relevant feeds.

Understanding this context sets the stage for all updates – it’s all about ensuring the right content reaches the right audience.

Algorithm Influence Unaffected by Virality

LinkedIn has made some significant changes to its algorithm. Previously, the platform’s algorithm would boost the most engaging or viral content. This was a time when professional and personal lives began to merge on the platform, leading to an influx of more personal content, similar to what you might find on Facebook.

This shift in content style led to an increase in both membership and engagement. However, it also resulted in a surge of irrelevant content appearing at the top of users’ feeds. With the recent updates to the algorithm, such viral content is now more likely to decrease your visibility and engagement rather than enhance it. The reason being, it may start appearing in feeds where it isn’t relevant, thus not garnering much engagement beyond reactions.

So, if you’re looking to optimize your LinkedIn posts for maximum visibility and engagement, focusing less on virality and more on relevance and quality might just be the key!

Sources: Entrepreneur, Social Media Today, Hootsuite

Amplify Your Reach: Posts Now Prioritised for Connections and Followers

In response to user feedback, LinkedIn has prioritised the visibility of your posts to your existing network, underscoring the value of cultivating a high-quality professional network. If you’re seeking engagement, your content must add value to your connections and followers.

LinkedIn’s updated algorithm for 2023 has added an exciting twist – it rewards informative and insightful posts by extending their visibility beyond your immediate network. This means even LinkedIn users who aren’t directly connected to you could find your valuable content gracing their feeds.

Sources: Buffer, LinkedIn, Search Engine Journal, Social Champ

LinkedIn Prioritises Showcasing Specialist Content

LinkedIn is set to emphasise more content from experts. This move aims to spotlight professionals’ insights and advice in their respective fields. For users, the algorithm identifies relevant expertise by analysing their profile information and activity.

For content creators, the algorithm evaluates the shares and engagement your content amasses to indicate that your content is in demand. Comments, particularly comprehensive responses and ongoing conversations, also contribute to your ranking in the algorithm. Use LinkedIn’s features, such as carousels or in-feed videos, to enrich your posts with more detail.

Remember, LinkedIn is about sharing content, sparking meaningful conversations, and building relationships. So, focus on creating content that resonates with your audience and encourages interaction. This strategy can help improve your visibility and establish you as an expert in your field.

Sources: Karen Tisdell, Jo Saunders, Lillian Cotter, LinkedIn Help, Nataraj Sasid, Hubspot

LinkedIn’s New Measures for Success

LinkedIn now assesses content using three key metrics: Relevance, Expertise, and Engagement.

Relevance:
How well the post aligns with a specific audience’s interests.

Expertise:
The depth of the author’s knowledge in the topic area of the post.

Engagement:
The existence of “meaningful comments” from individuals who have shown prior interest in your post’s theme.

As a content creator, your goal should be to craft content that resonates with a targeted audience, highlights your knowledge, and sparks authentic interaction. I’ll guide you on how to do this.

What you need to do as a LinkedIn creator

As a LinkedIn creator, consider the platform as a professional conference. Your goal should be twofold:

1) Deliver an insightful keynote (create and share expert content)

2) Engage in meaningful networking (interact and forge new connections)

Your content should be:

Relevant to your niche and audience, just like a conference presentation tailored for its attendees

Designed to offer maximum value in minimum time (think of the brief moment you have to catch someone’s attention before they scroll past)

LinkedIn’s mission is to deliver the right content to the right audience, so it’s vital to craft posts that:

  • Offer a unique take on trending topics
  • Showcase your expertise through practical advice and real-world examples
    Are reader-friendly and easy to digest
  • Include clear CTAs to encourage responses (e.g., “Drop a comment if…”)
  • Use a maximum of three relevant hashtags
  • Incorporate niche-specific keywords (use keyword research tools)
  • Tag individuals who can contribute to the conversation or have similar interests

When crafting these posts, remember to:

Share knowledge and advice:
With LinkedIn’s algorithm update, the platform returns to its roots as a professional network. Share your experiences, insights, and tips from your professional journey.

Prioritise relevance over virality:
Your content should resonate with a specific professional audience rather than aiming for mass appeal. If your passion lies in Middle Eastern architectural kitchens and you write about this, the algorithm will help the right people find your content.

Focus on quality over quantity of followers:
Those who follow you or share similar interests will primarily see your posts. Ensure your LinkedIn network consists of individuals likely to engage with your content.

Round Up

The LinkedIn algorithm prioritises getting your content seen by the right audience. So, as long as you fine-tune your posts and maintain active engagement with comments and responses, you can be confident in your growth potential.

Moreover, it’s important to note that scheduling content does not negatively impact your visibility. The only downside comes when you pay attention to your scheduled content. So, why not seize the opportunity to draft a slew of fresh, pertinent content for your LinkedIn audience, using tools like Buffer to help streamline your process?

Sources: LinkedIn Marketing Blog, Influencer Marketing Hub, Buffer

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