One of the most powerful elements of LinkedIn are the connections you’ve made with people and the relationships you maintain. Brands are finding themselves at the mercy of algorithm changes from the likes of Instagram and Twitter. Maintaining a LinkedIn profile is not a big deal to welcome a greater engagement, this leads even greater things in case of social media marketing and promotions. Content scheduling is one of the most important things here, social media management tools, such as Social Champ allows you to maintain your profile updated in easiest time-saving way but what we are discussing here, is some other things to enrich your professional networking as the LinkedIn marketing landscape on its algorithm and then what steps can we take to a wide engagement on posts after these algorithms.
A simple way to reconnect is by commenting on updates from people in your network. See an interesting conversation? Add a comment with your thoughts or share a great article you read on 2018 trends with your connections via LinkedIn Messaging.
Your content is essentially being served up to a SMALL batch of people who you are connected to as a test and if those people ENGAGE, it’s then passed along to the real people to determine whether it should continue to be shown to the masses.
Summarized, the process for determining what shows up in the LinkedIn feed is this:
- Content is classified as Image/Text/Video/Long Form/Link.
- Depending on the classification, content is then distributed to a sample size of people.
- Once placed in front of these people, different actions have different weights to determine whether the post should be either demoted because it’s low quality or shown to more people because it’s high quality.
Editors review the content to see if it’s worth distributing beyond that users’ network.
Related Article: “Top LinkedIn Tools For 2018“
How do LinkedIn Algorithms work?
The LinkedIn algorithm is not the same as Edgerank (Facebook algorithm), but there are some similarities. LinkedIn has implemented a four-step process for content distribution across its network as a way to reduce the chances of spam or inappropriate content. Understanding the steps that LinkedIn takes before reducing (or amplifying) your contents’ reach is an important part of using LinkedIn as a channel for content marketing.
Beginning with Initial filter
Once the content goes through this initial filter, it’s met by an initial sample of users who influence the likelihood of the contents’ reach with likes, views, hides, and flags. At that point, the content is then scored from a quality perspective before being passed along to human editors who determine whether or not the content should continue to be displayed or be demoted.
Every time you post an update to LinkedIn (even if it’s an image), a bot immediately places the content into one of three categories:
You want to be in the “clear” category. But if for some reason your content gets placed the “low-quality” category, you may still have hope, and could still move on to the next stages.
The second part is actually audience testing process. Once your post has been categorized by the robots, it is then sent to a selection of your audience to see how popular the content is. It is NOT sent out to everyone that you are connected too, just a small number of your friends. Once your post has been categorized by the robots, it is then sent to a selection of your audience to see how popular the content is. It is NOT sent out to everyone that you are connected too, just a small number of your friends.
Post with a determined audience is essential to avoid having users “hide” your content from their feeds. Making an annoying or offensive post, over posting or irrelevant. Create your content unique, insightful enough to pitch the people. Try to make it focused on the audience and niche of the profile.
Content Scoring, a computerized popularity check
Once placed in front of a selection of your friends, different actions have different weights in the algorithm. For example, a “like” may only have one point, whereas a comment takes more effort, therefore, it has two points. A “share” shows that the content is popular so will be awarded three points. The score of the post will decide its future or its fate. It will either be demoted because it’s low-quality or be shown to more people because it’s high-quality
Real People Assessment
If you start to get engagement on your post then it is passed along to “real people at LinkedIn” who then read each and every post and make a decision as to whether your content should be sent out to more people, or whether this is the end of the line. If the content is working really well then the Editors will also send the content to people outside of your network. It will start to appear in “trending content” on the app, or topical content in the news feed etc.
How to make these Algorithms Feasible for You
Well, it is not really difficult to get a successful LinkedIn marketing in 2018 all you need is just newer ideas to make your content recognized on a professional level.
Acknowledge the Content-Type that LinkedIn craves
Linkedin sources are fairly clear on what they want the focus of their platform to be: the professional world. Instead of animated GIFs, Ellen videos and personal screenshots, the LinkedIn algorithm aims to show users news, job posts and timely, popular content that be of value to someone’s career (whether as a business owner or employee), be relevant to the industry in which you operate in, offer a tip related to business growth, or a career. It can be images, videos, LinkedIn article posts, external webpage links or text updates.
Also, remember that part of the LinkedIn algorithm is designed to find a factor of relevance to the audience a post is being shared with.
Use the LinkedIn Publisher tool
There’s no doubt that LinkedIn is pushing posts that originate from their Publisher tool, which end up on LinkedIn Pulse, now integrated with the homepage feed. It’s made for users to publish as individual authors (not hiding behind a company name). You or your employees can write blog posts through Publisher and share them to your network.
“The Editor-in-Chief at LinkedIn explains that Publisher posts show up in the feed for your connections and followers based on time. So, be sure to follow our engagement tips above, to keep the post circling through the LinkedIn algorithm.”
Related Article: “How To Become The Best LinkedIn Marketer“
Build your audience strategically
Relevance, credibility, followers, and connections play a big part in the LinkedIn algorithms 2018, it goes without saying you should be growing your personal or business audience (or both) on LinkedIn. Make sure your profile is public, so more people can find you, add you and see your posts.
Whether you run a personal profile or a Company Page on LinkedIn, be sure to fill out your personal profile and Company Page as completely as you can, and keep them updated. Adding connections, encouraging employees to indicate they work at your company or following others and attracting followers are can be done as
- Participate in LinkedIn Groups, or host your own.
- Give and receive recommendations.
- Join conversations and be active on the network, generally.
- Promote your LinkedIn profiles and Company pages on your website and in other appropriate spaces
Share other users’ posts, and they’ll probably share yours
LinkedIn is primarily a social network, so it helps to be social, be kind to others by sharing their posts, or embedding their videos on your site. You would be surprised at how many will like your share, comment to say thanks, or re-share your posts to give you credit on their network. These actions increase your profile reach. Plus, if you’re striving to be a LinkedIn Influencer, making friends on LinkedIn is a good idea. However, Publisher posts get even more exposure outside the homepage feed on LinkedIn. They are shown on your profile and as highlights emails to your connections and followers (if they are signed up for them)
Choose A Right-time to Post
Choosing perfect timing to make a post is really important. If you’re posting at 2 a.m., when most of your network is asleep (time-zone nuances aside), your post can be up for hours before receiving likes or comments, no matter how good it is. LinkedIn is a professional network, and most people work 9 a.m. – 5 p.m.
According to yet another LinkedIn article, “the best time to post is going to depend on tests you perform. This is because location, time zones, and people’s daily habits affect when they’re on LinkedIn—and that differs in any given audience segment.
In fact, 50% of LinkedIn users check their accounts through mobile devices, implying you have as much of a chance of reaching people after hours as you do during the workday.”
Optimize your content for engagement
The content you post on LinkedIn should be optimized for engagement and quality. Below are LinkedIn’s actionable tips for producing the best content for its network. It can have puns or funny jokes to make professionals laugh—usually at their industry, useful, career-related tips, impressive industry or company stats. Keep it short and include a link, image, or video. A/B testing on social media with tools and analytics on LinkedIn is essential to monitor the content performance. It is better to keep revising and experimenting until you figure out what works best for your audience (and in your industry) on LinkedIn.
Related Article: “How To Post Effortlessly On LinkedIn With Social Champ?“
Over the long haul, understanding this framework should help you understand why so many people who once had thousands of likes on their posts are now complaining that they are only generating a handful. It’s because the tactics and strategies that they were using are now being classified as low-quality content.
Engagement is critical to the LinkedIn algorithm and is dependent on relevancy, the reach of your network, the times they are checking LinkedIn and your credibility with that audience. Using the LinkedIn Publisher platform is a good idea. Sometimes, you can republish posts from your blog, but not always, and only when you know what you’re doing while reciprocity wins on any social media strategy, including LinkedIn. Use analytics and experiments to refine your LinkedIn marketing strategy, further improving your algorithm hacks.
With that said, start experimenting with posts on LinkedIn, and start spending time on the LinkedIn feed, to get acquainted with the audience you’ll be interacting with.