Eager to optimize your LinkedIn marketing strategies? It's time to pay attention - LinkedIn has recently fine-tuned its algorithm, addressing user concerns about their feeds being bombarded with irrelevant, non-professional content.
Jason Feifer of Entrepreneur shares this news after interacting with the LinkedIn team regarding their updates. Although you can read Feifer's comprehensive overview, here are the key takeaways:
- LinkedIn is clamping down on non-professional content, especially those aiming to exploit the system. This move was triggered by a surge of Facebook-style content seeping into LinkedIn during the pandemic. As LinkedIn's algorithm traditionally promoted highly engaging posts, even viral content from other platforms found its way in. LinkedIn is now rectifying this issue.
- Prioritizing first-degree connections: LinkedIn asserts that users frequently express that the most valuable content comes from their direct contacts. Consequently, users can now expect more updates from their direct connections and followed users in their feeds.
- Spotlighting expert advice and knowledge: LinkedIn's algorithm identifies user interests based on profile information and activity. If other members within your niche are interacting with your posts, it's a robust signal that you're sharing valuable and relevant material. Also, in-depth comments and conversations help boost your post reach, so remember to respond to your post's comments.
- Identifying opinions and advice: LinkedIn's system aims to identify insights rather than mere reposts. While the platform hasn't divulged much about this process, sharing your expertise is the key takeaway.
LinkedIn's ultimate aim is to categorize content into relevant topics, enabling it to present content to interested users. Hence, sharing expert opinion is more likely to get amplified compared to generic observations. Moreover, the more you share, the better LinkedIn can understand your interests, your profession, and your audience.
While LinkedIn’s attempt at penalizing engagement bait and boosting relevant content sounds promising, its efficacy remains to be seen. The task of countering junk and spam content on a technical level is no cakewalk. Yet, categorizing members into topical buckets might be a viable solution.
The results look promising with LinkedIn citing a 42% increase in shared content between 2021 to 2023, and a 27% surge in overall content viewed. Despite this, LinkedIn's quest for effective topical filtering continues.
Overall, understanding LinkedIn's current goals can offer valuable insights to guide your strategy.