src=”https://buffer.com/resources/content/images/2023/07/joshua-sortino-71vAb1FXB6g-unsplash–1-.jpg” alt=”How LinkedIn’s Algorithm Works in 2023, According to The LinkedIn Team”>
LinkedIn’s algorithm was always a little mysterious – but not anymore. The algorithm underwent recent changes and Alice Xiong (product management director and editor-in chief) sat with Entrepreneur to explain the changes.
This article will highlight key points from our team’s interview on the LinkedIn algorithm, and provide practical tips to help you apply this knowledge in your content.
Understanding the LinkedIn Algorithm
LinkedIn, unlike Instagram and YouTube, feeds you content from a single place: your Feed. This is the first page you see when you enter the LinkedIn URL.
There’s no avoiding it, with over 900,000,000 members and millions of posts per day, if we don’t say billions. Relevant content is the key.
The algorithm promises that your content will be seen if it is relevant to the audience you are targeting. It’s the opposite for audiences. What they interact with will be what they see.
You’ll get more marketing-related feeds if you engage with content. Your target audience will see more content if you post about Marketing. The more specific your approach, the better your content will be ranked by the algorithm.
All updates should be viewed in this context, as they are all designed to get the right content in the hands of the right audience.
The algorithm does not take into account virality
LinkedIn’s algorithm used to amplify the most engaging content (viral). In the past few years, when work and personal life merged, LinkedIn saw an influx in personal content similar to what you would see on Facebook.
The change in posting style increased membership and engagement, but it also caused irrelevant content to rise to the top of the users’ Feeds. With the algorithm updates, it’s more likely that viral content will hurt your visibility and engagement rather than help it. It might end up in Feeds it isn’t relevant to, which means it won’t get much engagement other than reactions.
Now, your connections and followers can see all of your posts before anyone else
It is an update that was requested by users, who find content from their current network to be the most valuable. It also means the quality of your existing network is even more important. If you want engagement from your connections, they need to value your content.
LinkedIn’s new algorithm rewards posts that are rich in knowledge by expanding their reach beyond the immediate network. It means that your posts could be seen by users who are not connected to LinkedIn but might find them useful.
LinkedIn will now highlight expert content
Platform wants to showcase more of the knowledge and advice that experts have to offer. The algorithm identifies the expertise that is most relevant to users based on profile information and user activity.
It looks at engagement and sharing of content as a sign that people are interested in it. Commentary, particularly in-depth responses, and ongoing conversations also improve your position in the algorithm. Use LinkedIn features like the carousel or in-Feed video to give your posts more depth.
LinkedIn’s new metrics of success
Content is evaluated by the new LinkedIn system based on three metrics: relevance, expertise, and engagement.
- Relevance : The relevance to a specific audience of a post
- Expertise : The author’s knowledge of the subject matter.
- Engagement : The presence “meaningful comments” by people who are historically interested in the topic of your post.
You should design content as a creator that appeals not only to a certain audience, but also highlights your expertise and encourages real engagement. Here’s how.
What you should do as a LinkedIn Creator
Start treating LinkedIn as you would treat a conference at work. You’re on LinkedIn to:
- present a keynote and share expert content
- engage and make new connections with others
Your presentation should:
- Be relevant for the conference and its participants.
- Provide as much to your audience within the three seconds that you are given.
LinkedIn wants: to serve the right content, to the right audience. This means categorizing the content better. Your posts will be better classified if:
- Share a unique perspective on a popular topic
- Demonstrate your expertise through examples and advice
- Is easy for you to read?
- With CTAs (e.g. “Comment below if …”)”, encourage responses .
- Use no more than three hashtags
- Use keywords to find the niche topic.
- Tag other people,especially when they are posting about similar topics and can add additional insights.
When creating these posts you should:
- Share knowledge and advice. LinkedIn’s algorithm update is a return to its former form. Share with your network more details about your work, including the mundane. The new algorithm will reward content that is based on your own career experience and includes advice at the end.
- Prioritize relevance above virality : Your content must share insights with a professional audience rather than trying to appeal to the masses. The algorithm will ensure that the right people are exposed to your content if you write about Middle Eastern kitchens.
- The quality of your followers is more important than ever. In simple terms, anyone who has an interest in the topic will be able to see what you have posted. Your LinkedIn network should be full of people who are likely to engage with what you post and share.
The more you post, the better LinkedIn understands who you are and what you do. They will also know who is interested in your posts.
Your niche interests and knowledge is in high demand
LinkedIn’s updates to its algorithm are great news for creators who have niche expertise and interests but don’t know how their work will be received by the general public. It’s not necessary to game the system or try to beat it. Just go with it.
You can grow as long you keep your engagement up through comments and responses.
Another great thing is that scheduling content will not be penalized. Only abandoning scheduled content will. Buffer can help you get an early start in creating new content that is relevant to your LinkedIn audience.
