One of the most powerful elements of LinkedIn are the connections you’ve made with people and the relationships you maintain. There is a lot of content in the form of articles, text, graphics posted daily on LinkedIn. The LinkedIn algorithm is trying to make the newsfeed more attractive and user-friendly. LinkedIn marketing isn’t as a big deal if you know the algorithm.
Behind-The-Scene Sneak Peak of LinkedIn Algorithm
Whenever you post an update on LinkedIn, here’s what happens behind-the-scenes. There are three categories in which your content can be divided. As soon as you post an article or image, the bot puts it in any of the three types. The aim is to get your post in the “clear” category and to avoid spam. After checking the credibility of your post, the LinkedIn algorithm also determines the usefulness & relevance of the post. And here’s when the fun part begins! How to beat the LinkedIn algorithm.
How Can You Beat LinkedIn Algorithm?
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 cutting (or amplifying) your contents’ reach is an integral part of using LinkedIn as a channel for content marketing.
Recently, a visual workflow was published by LinkedIn, which shows how the LinkedIn algorithm actually works. Have a look at this:
1. Beginning with Initial Filter
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. If your content gets placed in the “low-quality” category, you may still have hope. It could still move on to the next stages.
2. Testing Session
The second part is actually the 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. At first, it is shown to a smaller group of people.
At this phase, your post needs to avoid users “hide” your content from their feeds. or mark the post as “Report as spam.”
ProTip: Avoid an annoying or offensive post. Don’t over post. Stop posting irrelevant content. Create your unique. Insightful enough to pitch the people. Try to make it focused on the audience and niche of the profile.
How to Avoid Spam Filter?
The initial engagement of your post will decide whether it is good enough to pass the LinkedIn algorithm’s spam filter. Make sure that the users don’t hide your post from their newsfeed or flag it as spam. And to avoid this, you need to consider the following question before posting:
- Are you posting too much content?
- Is this post offensive to any person or entity?
- Are the people in your circle interested in this post?
- Why this post is so relevant to post?
- Is it relevant to the profession of your circle?
LinkedIn is more of a professional networking circle, as compared to Facebook or Instagram. People share stuff related to their professional lives more on LinkedIn.
3. Content Scoring
Consider this phase as the Hogwarts house points! 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 has two points. A “share” shows that the content is popular, so 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.
4. 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 to send your content 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 Do LinkedIn Marketing Right?
1. Content Scheduling
Content scheduling is one of the most important things here. Timing is everything! You need to post the right content at the right time. There are many LinkedIn management tools or say social media management tools, such as Social Champ which allows you to maintain your profiles. These tools are not only time saving but also give you the best content suggestions & analytics. To do LinkedIn marketing professionally, you need to work professionally with these tools. Social media posting tools will help you in taking the right steps can get more engagement on posts.
2. LinkedIn Messaging
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 2019 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.
Related Article: “Top LinkedIn Tools For 2018“
How to Make LinkedIn Algorithm Feasible for You?
Well, it is not really tricky to get a successful LinkedIn marketing in 2019 all you need is just newer ideas to make your content recognized on a professional level.
1. Acknowledge the Content-Type that LinkedIn Craves
Linkedin sources are reasonably 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, accessible 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.
2. 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 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“
3. Build your Audience StrategicallyRelevance, credibility, followers, and connections play a big part in the LinkedIn algorithms 2019. Click To Tweet
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 own profile and Company Page as entirely as you can. And keep them updated. Add connections, encouraging employees to indicate they work at your company. Here’s what else you can try:
- 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. 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.
4. 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 at 9 a.m. – 5 p.m.
According to yet another LinkedIn article, the best time to post is going to depend on the tests you perform. The location, time zones, and people’s daily habits affect when they’re on LinkedIn. Which 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.”
5. 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, relevant 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?“
In a NutShell,
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.
Start experimenting with posts on LinkedIn! Start spending time on LinkedIn feed!
Happy Linking! Stay Connected!