LinkedIn’s Algorithm Works Just Fine, You’re Just Using It Wrong

Well, there is a lot of uncertainty when it comes to the broken LinkedIn algorithm. But it isn’t only the platform, instead users are not able to grab the base of it.

Today, every platform out there starting from Google to Instagram to TikTok, are algorithm-driven. So, LinkedIn places the content depending on the interaction of users. Also, engagement is the sole signal, just like other social networks.

Now, you may be confused about LinkedIn being a B2B focused platform but its algorithm is that of most social platforms. The platform has numerous content types which keep the conversations going, earning reactions, and bring more repeated views.

However, if you notice a decline in reach or impressions, the blame is not on the algorithm, as it doesn’t change overnight. But instead, the cause of this decline is that the attention is getting more competitive and the relevance of content expectations is at its peak as well.

Why is LinkedIn’s reach declining?

The reach on LinkedIn doesn’t get affected overnight by anything; instead, it includes different factors hampering performance shifts. Check out some of the major ones below:

• Content fatigue: So, say your LinkedIn posts aren’t getting engagement, then the distribution is said to be less. Here, the algorithm is doing the job.
• Crowded feeds: There are a huge number of users who are publishing content, which is leading to an increase in competition for the limited space in the feeds of users.
• Paid content is prioritized: Attention is monetized, and LinkedIn is in the game just like other platforms. So, paid campaigns end up with more inventory.

So, keep a check on your content strategy and see if you are adding real value for users. Also, check if your content is created to keep a conversation going or for interaction. Also, stop blaming the LinkedIn algorithm for it.

Also Read: Snapchat Launches ‘Buddy Passes’: Boost Subscriptions with Friends

How does the LinkedIn algorithm actually work?

So, LinkedIn brings the content which is more engaging on the surface as per its algorithm. It keeps an eye on the user interactions with different formats such as videos, text posts, polls and others. The more engagement, the more it will get priority.

Hence, the LinkedIn posts that drive traction in the first 60 to 90 minutes are said to appear more on user feeds.

Other important signals upon which the algorithm of LinkedIn depends on comprises the reactions of users ,such as likes, meaningful comments that start a discussion, shares, and reshares, along with metrics such as click-through rates and dwell time.

What is working the best on the LinkedIn platform?

LinkedIn’s best content keeps switching from time to time, but some stay consistent. Check out those of a few below:

Authentic Storytelling: So, users crave the honest and authentic content, including behind-the-scenes, employee features, which are mostly doing well on the platform, human-centered stories instead of the promotional content. The goal is to let the users engage with real people and real stories rather than the PR.

Interactive Content: Most interactive content on LinkedIn isn’t long posts or videos ,but those includes surveys, polls, and open-ended questions. These also bring more engagement, mostly when the prompt input is done quickly just after posting.

On-Time or Polarizing Topics: Most controversial content drives more engagement, but it also brings along reputational risks. However, use this with strategy and not as an easy way to gain visibility.

What about the LinkedIn company pages?

LinkedIn company pages are still working the best on this platform despite not being optimized for organic reach. The platform gives priority to personal profiles as engagement happens more naturally via individual connections and interactions.

So, company pages are still valuable and they enhance credibility for the organization & their employees. It also supports SEO and visibility across the search platforms, which serves as a centralized space for employee advocacy. Also, it acts as a perfect destination for job seekers exploring your brand.

In this case, the company content must keep a check on engagement, not announcement-type posts. It also prioritizes insightful, BTS, and educational posts instead of promotional messaging.

Also Read: Instagram to Welcome Retention Chart & Skip Rate in Reels

Best practices to increase LinkedIn company page reach

Some of the best practices to enhance reach are listed below:

• Remember to abide by the 80/20 rule, which means 80% of content should be value-driven and not more than 20% should be sales-oriented.
  Use native formats such as videos, PDFs, and long-form text posts, which perform better than any other external links.
• Also, ignore the posting of the links with strong outbound CTAs in almost every post, as LinkedIn doesn’t prioritize sending users off-platform.
• It may be that posting provocative content may bring short-term metrics, but it comes at a risk of long-term trust and brand equity. So, once credibility is gone, it will be tough to rebuild.

Conclusion

LinkedIn’s algorithm is just not understood by most users because it is not broken or flat, but instead it is the mirror of user behavior. This reflects the behavior in the LinkedIn competitive world.

So, in order to drive more reach, engagement, and more, users and marketers have to drive engagement based on relevance. Also, focusing on offering value, forming trust, and sparking dialogue will drive the algorithm eventually.