Do you wonder how the LinkedIn algorithm works in 2022? Don’t worry. You’re not alone! It is a common question our team is asked.
LinkedIn is booming right now in terms of B2B company development, user growth and new features for marketers. According to the Social Media Usage Statistics for 2022, LinkedIn engagement has increased by 53%, and users are more likely to engage with sponsored content after seeing an elevated share.
The above means an excellent opportunity for B2B businesses looking to increase social media ROI. However, let’s not forget that as the platform becomes more prevalent, the algorithm makes it even harder to stand out from competitors and attract audience attention.
So, if you want your LinkedIn content marketing campaign to work for you, you need to understand how the LinkedIn algorithm works and how it’s evolving.
Keep reading below. We will help you to understand the mystery of the LinkedIn algorithm. In addition, we’ve prepared some tips on how to beat the algorithm and a 30-minute live webinar to answer all your questions!
How the LinkedIn Algorithm Works
The LinkedIn algorithm is a set of instructions and rules designed to resolve a problem or accomplish an end goal based on user behaviour and content consumption. Its end goal is to prioritise relevant content, make the newsfeed more attractive and user-friendly, and keep people on the platform for longer.
Like all other social networks, LinkedIn relies on an algorithm to determine what a user’s feed may look like, what type of content suits them or how to find jobs and connect with others.
In a few words, the LinkedIn algorithm also works like Google. It helps other users to find you, much like Google enables your website to reach other people organically.
It has some similarities to the Facebook algorithm, but they are not the same.
LinkedIn’s algorithm favours relevancy over recency, so it’s able to display job listings, articles, videos and content that best fits with what the user is looking for.
The above also helps encourage user engagement and the virality of a post despite the number of connections.
Thanks to the LinkedIn algorithm, your posts have the potential to reach more people and generate thousands of views, leads and conversions – a real asset for your business.
Learn more about why social media is an asset for your business.
Top 3 Ranking Signals of the LinkedIn Algorithm
LinkedIn uses its ranking signals system to determine the content order, what should be displayed, how often, and to whom.
This means that LinkedIn will present your content following the following three ranking factors.
- Personal Connections
- Interest Relevance
- Engagement Probability
You have probably seen that LinkedIn classifies connections on degrees (first, second, third, and fourth+) when determining who or what is most relevant to your interests. This means that the more closely you’re related to a connection, the more likely you will see their content.
The number of connections also determines your opportunities to reach more people.
Furthermore, the LinkedIn algorithm also considers who you’ve interacted with via comments, likes, and reactions. By following this, LinkedIn can show your content to people outside your network who align with your interests. These can be connections beyond the first degree of your existing connections.
Image via LinkedIn
The algorithm determines and measures your interests based on the groups and pages you follow, and the type of hashtags, content and people you have engaged with the most. This way, you can discover relevant content and more meaningful connections.
Suppose your post mentions other companies and uses prevalent hashtags or topics that align with other users’ interests. In that case, LinkedIn will reward you by displaying your content outside your network based on your online behaviour.
Engagement is a metric that is mostly represented by likes, comments, shares, or any interaction a user has with a piece of content. It’s a fundamental indication to determine what users like and want to see on the platform.
On LinkedIn, engagement is measured in two ways:
- How likely is it that a user will engage with your post?
- How much engagement is the post itself receiving in general?
The first factor is based on previous user behaviour and what they have engaged with in the past.
The second centres on the fact that if the content is receiving a lot of engagement (comments, likes, and shares), LinkedIn perceives it as highly relevant and assumes that others likely engage with it too.
Although it’s important to mention that LinkedIn is looking to phase out the above engagement metrics and make changes within its algorithm.
Metrics such as likes, comments and shares are becoming less relevant. They lead to strategies where there is an encouragement of not genuine engagement and bring less profit for the platform.
Instead, the LinkedIn algorithm is looking to lead toward more quality content. Which is across its paid ads, content frequencies, LinkedIn marketing solutions, and less organic engagement as we have seen recently with changes in the Facebook algorithm over the last few years, which focuses on more sponsored and quality content.
Tips on How to “beat” the LinkedIn Algorithm
Sounds obvious, right? Believe it or not, there are thousands of posts out there that are not relevant to their audience.
Those posts are like spam for LinkedIn and noise for its users.
Audience research and then the definition of content pillars should be the first steps before you start posting. They will guide your content strategy and help you become relevant to your audience.
The goal here is not to rush to start posting without not knowing your audience, what they like or how they will react to something.
And don’t forget about the type of post or the format either. A LinkedIn post could be relevant, but if it’s not represented in the best form, you can waste many opportunities.
- Videos and GIFs get the best engagement.
- Native videos perform better than embedded videos via a service such as YouTube.
- Short text posts are best for quick tips or to cover a specific topic. Always include emojis to make the post more attractive.
- Posts with images. An image always works better than a thousand words.
Promote your posts.
When we say ‘promote your LinkedIn post’, we’re talking about::
- Tagging relevant companies or your employees.
- Including relevant hashtags. At Attention Experts, we recommend between 5 to 8 per post.
- Using a clear Call to Action.
- Encouraging your team to share and engage with the post.
Post at the right time
Use content analytics tools to see the best times to post.
Content schedule tools like Attention Nest provide insights and analytics on the best time to post, depending on the platform.
You can’t just post at a specific time because it’s the best time for you. You need to schedule your post according to when your audience is active on each platform.
Creativity and value always win!
Content that is unique and gives value to your audience engages more than just a single rushed post published to get the job done.
Avoid just sharing a post. Instead, add valuable insights, ask questions, and spark conversation.
If you want to do a thought leadership post, try to mention someone relevant or tag new people who you think are likely to engage with the topic.
When LinkedIn notices that you’re genuinely trying to engage with more people, it gives you a better ranking with the algorithm.
Build your audience strategically.
Connections and the relevance between them are crucial for the algorithm.
Promote your profile and LinkedIn page in relevant groups and appropriate spaces such as your website, other social networks and your email signature.
Add connections you think would be highly interested in your industry or content.
Additionally, join conversations, give and receive feedback, follow people in your niche, use company hashtags, be an active member, and encourage your employers to do the same.
Finally, ensure your profile is public, and you haven’t left any information without filling out your profile or company page.
Remember: timing is everything!
Try new formats
Get creative and experiment with different new post types. Don’t stick to the same single image or link posts. Give contrast to your company or personal feed.
The LinkedIn algorithm rewards those early adopters to new format releases. Additionally, your audience will feel more attracted to your content and innovative style.
Optimise with LinkedIn Analytics
Always measure your efforts! Pay attention to the performance of your posts, what works and what doesn’t. This includes the purpose of the content, the post format, or the specific time you posted.
To optimise your LinkedIn strategy, you can use LinkedIn analytics tools. We recommend focusing on unique impressions, engagement rate and post-type metrics.
By following these metrics, you can refine your content strategy, focus on what matters and avoid repeating the same mistakes.
Define your voice, and tone, and avoid corporate messages, whether you’re a company page or a personal profile.
When you do this, you will naturally drive more engagement and build genuine relationships. In addition, your audience will be more likely to talk to you on social media because they will feel there is a real person behind each post.
Be approachable and friendly. Introduce your employers to your audience, give them a role, and share your company culture and values.
Activities like “Employee Spotlight”, “Meet our new member”, “Say hi to…”, “Employee of the month”, or thought leadership videos from employees give a personal touch to your messaging and brand.
Support organic content with sponsor campaigns
You may have already seen sponsored posts and auto-playing video ads in your LinkedIn feed, right?
Like Facebook did some years ago, LinkedIn is now looking to generate higher revenue and become the #1 advertising platform for B2B marketers.
So, if you want to make the LinkedIn algorithm work for you, we encourage you to support organic content with paid campaigns. Then, the algorithm will reward your actions.
More reach, better engagement, lower CPM and higher CTR. It’s a WIN-WIN.
How We Can Help You Further with your LinkedIn Strategy
If you’ve read to this point, you’re likely very interested in growing your business through Social Media Marketing. If so, you should join our next FREE webinar to learn more about Social Media Marketing & ROI.
Each month our Growth Director, George Hawwa, presents a 30-minutes webinar to cover a new topic in the social media space. You will have the opportunity to learn, ask questions live and grow your business.
Wondering what our current topic is? Check out the upcoming webinar HERE.
George is in charge of Attention Experts’ overall growth and best practices. George shares some accolades: being named in the ‘Top 30 leaders under 30’ in 2007 by Entrepreneur Australia Magazine and having won ‘Outstanding Young Entrepreneur of the Year’ for 2018 at the NSW Business Chamber Regional awards.
He also currently lectures at Sydney University on social media strategy to Postgraduate students at the Centre for Continuing Education. In addition, George is a sought-after speaker and educator on social media strategy and business.
Make sure to REGISTER NOW!
And if you need help with your social media strategy. You can also give us a call for a FREE Strategy Session. Our number is (02) 8069 9764 (02) 8069 9796 if outside Australia), or message us on Facebook at www.facebook.com/attentionexperts. You can also book a meeting with us via our website.