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LinkedIn’s New Algorithm Gives Smaller Businesses a Bigger Chance
Ilya Nasedkin • 2 July 2019
LinkedIn has taken a page out of Google’s book and reconsidered its stance on context. The algorithm behind the platform’s content feed, which was once dominated by the LinkedIn elite, has been tweaked to ensure that the posts that each user sees aren’t just chosen for their popularity… it’s more important that the posts are relevant.
Why Change?
While
LinkedIn reports that user engagement on the whole is on the up, the figures don’t
appear to be evenly distributed across all accounts. This suggests that viral
posts that have, until recently, been heavily promoted through most feeds
aren’t exactly pressing everyone’s buttons. So the platform has decided to mix
things up a bit, making context and relevance more prominent aspects in
determining what posts users see in their feeds… and perhaps even more
importantly, what posts users don’t
see
pop up. Algorithm Changes
The
LinkedIn algorithm has been changed to more carefully consider the sorts of
posts that each user is not only most likely to want to see, but also what
posts they’re most likely to interact with in an effort to boost engagement
levels across the platform. LinkedIn hopes that in boosting access to relevant
and interesting posts from smaller businesses that are often overshadowed by
network influencers, these accounts will have the motivation they need to
continue creating and publishing great content.The
new algorithm determines good candidates for posts by looking at:●LinkedIn connections●Direct interactions●Current and past colleagues●Shared interests and communitiesSo
what do these changes mean in terms of website promotion, and building a strong
online presence? Well, it’s good news. It means that LinkedIn is providing
greater support for smaller, younger, and less visible businesses by taking
away the strong obsession with major influencers and giving accounts with fewer
followers an opportunity to be seen… and not just to be seen, but to be seen by
the right people.But
it doesn’t come served up on a silver platter. Content contributors trying to
boost brand awareness and visibility will still need to put a bit of effort to
help LinkedIn’s new algorithm ensure it’s able to match each post with the most
relevant audiences. Tips for Success
●Create engagement-worthy content:
LinkedIn chooses which posts appear in which feeds based on who is
statistically most likely to engage with the content. Users won’t engage with
posts if the content doesn’t spark any sort of reaction.●Include hashtags: Hashtags are a good
way of letting LinkedIn more easily determine the context and meaning of your
post, and ‘learn’ what it’s about to deliver it to the most relevant users. But
don’t get hashtag happy… 3 is enough.●Be unique: If LinkedIn can see 100
different posts all covering the same topic, the power struggle comes back into
play. Instead, try to cover niche subjects or take an alternative approach to
popular topics to stand out from the competition.
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