When you decide to start a LinkedIn page for your business, you soon discover you have a lot to learn about how the platform works.
Given 42% year-over-year increase in content shared from 2021 to 2023, it's clear that more and more people are drawn to this channel and they see the impact it has on the growth of their online community and their bussiness.
Today we will start by laying the foundation for a top-notch LinkedIn marketing strategy, by getting into the nitty-gritty of the LinkedIn algorithm.
Ready? Let’s jump in!
LinkedIn Algorithm - Tips & Tricks On How To Master It
1. What is the LinkedIn algorithm
2. How does the LinkedIn algorithm work
3. What types of posts are favored by the LinkedIn algorithm
4. What are LinkedIn ranking signals
5. How to master LinkedIn algorithm when developing your marketing strategy
1. What is the LinkedIn algorithm?
LinkedIn is one of the largest social media platforms, with over 900 million users worldwide, as of 2023.
This is where great professionals promote their products and services, connect with industry peers, discuss their projects and recruit new hires.
Since LinkedIn is on path of constant growth, it’s your time to grow alongside it and use it as a tool for boosting brand awareness.
If you're wondering how LinkedIn works, the answer may sound like a social media cliché (but it's true): with the help of an algorithm.
The LinkedIn algorithm is developed to initiate and search for the most relevant content to distribute across its vast network.
When a LinkedIn user scrolls through their feed, the algorithm offers them results based on their preferences, previous comments, discussions, shares and followers.
In just a split second, the LinkedIn algorithm is able to display at the top of the page posts that are significant for the user.
Therefore, based on the LinkedIn algorithm, this is how your posts reach more people, according to the keywords you use and SEO techniques you implement.
2. How does the LinkedIn algorithm work
Now that we have defined what is LinkedIn algorithm, let’s see how it works to be able to take full advantage of it.
The LinkedIn algorithm is a system that decides what content is prioritized in users’ feed and how much reach your posts get from viewers.
Your LinkedIn feed gets sorted based on three filters: personal connection, relevance and engagement potential.
LinkedIn algorithm will make a clear distinction between meaningful content / conversations and purely promotional posts, favoring the former.
3. What types of posts are favored by the LinkedIn algorithm
Getting a grip of how the LinkedIn algorithm works helps you learn the rules of the game and start playing
It is time now to find out what types of posts are favored by LinkedIn algorithm to make sure your LinkedIn marketing strategy works as planned.
Let’s see which are the types of LinkedIn posts that the algorithm gods look most favorably upon:
- Posts that share expert knowledge and advice
Following a time when the line between personal and professional got blurry and LinkedIn posts got more personal, now the algorithm is strongly favoring content that offers value in the shape of expertise and professional advice.
To identify which posts fit into this category, the algorithm checks for:
- poster authority
- unique perspective
- meaningful comments
- Industry news and important events
To prove to your followers you are on top of the latest trends in your industry, being ready to share your thoughts on some breaking news, you need to constantly do research.
If you post about what’s trending, users will know that you are aware of the latest studies, facts and everything in between when it comes to a certain topic.
Be careful not to fall into the trap of always following trends, though, as that might signal to the platform that you are chasing virality.
- Native documents
When it comes to content formats, native documents are a clear winner, judging by our latest LinkedIn Benchmarks study. They generate 5 times more clicks than any other type of content shared on this platform.
- Employee-focused posts
Another type of content favored by the LinkedIn algorithm is employee-focused content. By posting this type of content, any brand proves to have a human side.
Your employees can easily become your brand ambassadors.
You can share photos of your team making your dream possible, pictures from competitions you went to together or even some photos from your latest teambuilding.
Your employees are a mirror of your brand and you should be able to showcase that. This type of posts will increase your LinkedIn engagement.
- Video content
We’ve learned from other (more video-heavy) social media platforms like TikTok and Instagram, that videos are one of the most engaging type of content.
Our latest LinkedIn Benchmarks study also confirms that video content brings you the highest amount of engagement on LinkedIn.
If you produce authentic, informative videos, your chances to attract more follower grow exponentially.
Another way to efficiently use video content that is favored by LinkedIn algorithm is by going live. LinkedIn Live allows you to establish a fruitful connection with your community.
During live broadcasts, you can conduct Q&As about your products and services with those who are interested.
- Celebration posts
After you build a community on LinkedIn who is always interested in the updates you post, you should also share your accomplishments, not only your struggles.
By showing users how your brand prospers, you prove how proud you are of your team and your common efforts.
Posts about awards winning and accomplishments attract users to congratulate you.
4. What are LinkedIn ranking signals
Besides the fact that most marketers worry for the LinkedIn algorithm, you should know that it works based on LinkedIn ranking signals.
Ranking signals establish what should be displayed first on users’ feed depending on their interests and set the content order.
This ranking system works on three ranking factors: personal connections, interest relevance and engagement probability.
When you connect with people on LinkedIn, you will see that LinkedIn algorithm classifies your connections based on your interests and what is more relevant for you.
Your connections are split into four layers and the first one contains people with whom you interact the most.
Another important aspect to keep in mind is that the value of your account’s reach is strongly connected to the number of connections you have on LinkedIn. The higher the number of connections, the higher the reach.
The LinkedIn algorithm also keeps count of your interactions, looking at who you’ve been exchanging comments and reactions with.
LinkedIn will also show your posts to people with which you share some common interests.
The LinkedIn algorithm figures out what are your interests based on the pages, accounts and groups you follow, the content you've been sharing and hashtags you use.
It also keeps track of the people you have engaged with the most, offering you an opportunity to reveal meaningful content.
LinkedIn displays your posts outside your network if you mention other companies and add relevant hashtags to your posts.
When it comes to LinkedIn, engagement relies on how likely is for a user to engage with your post and how much engagement can a post receive.
For a user to engage with your post, it depends on the previous behavior of the user, being related to the rest of the posts they have engaged with lately.
When a post has an increased engagement, it means that LinkedIn will perceive it as relevant for users and will display it to more people.
5. How to master the LinkedIn algorithm when creating your marketing strategy
Developing a LinkedIn marketing strategy can feel like a real challenge when you think you have to please the algorithm gods so that your content reaches the right people.
Here are a few tips on how to master LinkedIn algorithm and increase your brand awareness.
Post relevant and original content
Even if this may sound like an cliché, it is really important to post content that is relevant to your followers.
Designing content for the sake of virality might work on other social media channels, but it doesn't apply to LinkedIn. In fact, as of late, this platform doesn't take too kindly to content that tries to fool the system and go viral fast.
Original content that offers new data to users is bliss. This is the type of content which will determine users to comment, react and engage with the posts.
Make sure you don’t just post something for the sake of not missing a day of posting. It is more valuable if you post meaningful content, not mere background noise.
You’d want your posts to offer readers an “aha!” moment. Know your audience first and then adjust your content to their likings.
Keep in mind the fact that videos get the highest engagement rate, especially when it comes to native videos.
Some marketers would say that building a brand is not necessarily hard. What is even harder is to build your own voice and identity so that people recognize you by your ideals and goals.
When users discover your human side, they will establish stronger connections with your brand, being more likely to interact with it, asking for help, for more details or advice.
Encourage this type of behavior in your followers to be able to develop your own community. Post about your employees, let followers know when you have a new team member and try to offer your posts a personal touch.
Develop your network
To make sure your brand is really succeeding in the marketing world, you wouldn’t want to know that you just have a few followers.
Instead, try to build a solid and loyal community that will be by your side even in your darkest times.
Promote your LinkedIn content
Promoting your LinkedIn organic content will help you increase brand recognition and your overall engagement. There are some useful strategies that could help you.
Include a call-to-action in your post, relevant hashtags and also consider tagging your employees or companies you talk about.
This way, your content will reach more people, getting to the feed of more LinkedIn users.
It is important to not post content just to make sure you can check that task off your list.
Quality content is what will make the (marketing) world go round. And that’s what you want to obtain with your brand’s page.
Stay away from simple reposts. They won’t bring you the engagement you are aiming for. It is better if you post short texts, instead of reporting.
Consider asking your followers questions about a popular topic of your interest and offer valuable insights.
Don't seek virality
Like I mentioned before, LinkedIn frowns upon viral content, so creating posts with the sole purpose of achieving short-term virality is not a sustainable strategy on this platform.
You should opt for a slow and steady growth across the board - including engagement, reach and follower count.
Avoid using outbound links
This social media platform doesn’t like it when you use outbound links in your posts. The LinkedIn algorithm does not favor posts with external links since it doesn’t like it when you leave the network.
That is the main reason why the algorithm won’t prioritize and show these types of posts to your followers.
However, if you really want to share a link from another social media platform, consider placing it in the first comment of your post.
Use LinkedIn analytics to optimize your strategy
To make sure your LinkedIn marketing strategy unfolds as planned, it is best to use LinkedIn analytics to check your performance.
A third-party tool like Socialinsider could help you find out what’s working and see what efforts you need to make to remain on the right track.
To do that, you can keep an eye on your key metrics:
See which post types generate the most engagement, so you know what to prioritize in the future:
If your posts aren't getting the right number of engagement or impressions, maybe you're posting at the wrong time. Check the best time to post by engagement and impressions respectively, and change your posting schedule to match.
Or find out more about your follower seniority and function, so you can adjust your tone of voice based on who's listening:
In order to grow your brand, it is advisable to use LinkedIn algorithm to your advantage, making SEO work wonders for you.
In the fast-forward digital world, acing LinkedIn posts is really important. This will help you build a healthy and functioning marketing strategy to grow your brand.
To make sure the LinkedIn algorithm favors your posts, always keep an eye on the latest updates and check your analytics to make sure you are on the right track.
Frequently Asked Questions
1. What is the golden hour of the LinkedIn algorithm?
The golden hour of the LinkedIn algorithm covers the first 60 minutes after a post is shared. In that timeframe, the algorithm scans the content shared and categorizes it as either spam, low-quality content or clear (good to go). It also check its performance in terms of reach and engagement.
2. Did the LinkedIn algorithm change in 2023?
Yes, the LinkedIn algorithm underwent a series of changes in 2023. Now, your content has a higher chance to reach your existing followers. At the same time, LinkedIn prioritizes knowledge-rich content so that it has a larger reach, beyond your connected network.
3. What is the best time to post on LinkedIn?
According to a recent study, the best times to post on LinkedIn are:
- Wednesday between 8–10 AM
- Thursday at 9 AM and 1–2 PM
- Friday at 9 AM
However, it's worth doing your own research to see when your competitors are most active on this platform and how well that's working for them.