How the Latest LinkedIn Algorithm Update Can Boost Your Top Content Over Time

LinkedIn executives Tim Jurka and Dan Roth shared in a recent interview that new features and algorithm changes are in the works. These updates aim to help users connect with specific audiences long after they have posted their top content. The discussion was featured on Entrepreneur.com, where they discussed strategies to increase engagement on the platform.

Here are the highlights from the discussion.

Suggested Posts – A Major Algorithm Shift

LinkedIn is working on a new feature called "suggested post" to showcase relevant content to specific audiences even after some time has passed since it was first shared.

According to Jurka, the current situation is that content on the newsfeed fades away quickly. The goal is to gather all the professional knowledge available on LinkedIn and ensure it can be easily accessed whenever it is needed.

LinkedIn's suggested posts feature is considered one of the major algorithm changes the platform has seen in years. This new feature changes how content is shared by keeping older posts visible if they are still deemed relevant.

Currently, LinkedIn is testing this feature on a small group of users. While the executives have not given a specific timeline, it is uncertain when this feature will be available to a wider audience.

How LinkedIn Will Choose Posts To Suggest

Here’s how suggested posts will work:

LinkedIn's algorithm recognizes content as special when you share a thoughtful post about a specific topic. This means that your post could continue to show up in the feeds of users interested in that topic, even if they don't follow you.

The goal is to actively match users with relevant content based on their needs at the moment rather than simply displaying the most recent posts.

Addressing Claims Of Declining Organic Reach

Some content creators say it has become harder to gain reach on LinkedIn since algorithm changes began last year.

LinkedIn says the company’s priority is targeted value over mass reach.

Cautions Against Algorithm “Hacks”

The executives emphasized that organic reach on the platform has always been unpredictable. They stressed the significance of building meaningful connections over focusing solely on metrics such as views or followers.

LinkedIn advises users to be wary of reports that claim to have cracked LinkedIn's algorithm, as the signals are constantly evolving. Instead, Roth suggests that the best strategy is to share genuinely helpful knowledge.

Takeaways For Marketers

Here are some ways digital marketers can adapt their LinkedIn strategy based on these algorithm changes.

Emphasize Quality Rather Than Quantity

Marketers should shift their focus from producing a large number of posts to creating truly unique and high-quality insights that offer value. With LinkedIn valuing content that is informative and remains relevant over time, it is important to prioritize quality over quantity.

Focus on Niche Communities

When it comes to LinkedIn, reaching a large audience is not as crucial as it used to be. It is more effective for marketers to interact with specific professional groups and establish meaningful relationships with targeted segments, rather than simply sharing content widely.

Embrace Long-Form Content

Lengthy, in-depth posts are prime targets for LinkedIn’s suggested post and newsletter features. Marketers should experiment with long-form content and series.

Monitor Analytics Closely

Keep a close eye on audience analytics to see what content resonates. Let data guide your strategy rather than following hypothetical “hacks” or best practices.

Experiment with Different Content Formats

LinkedIn has expanded its content options to include newsletters, audio, and live video. It is important for marketers to experiment with different formats and analyze the results to determine what resonates best with their audience.

Additional Features and Offerings

It's important to focus on delivering real value and expertise to specific professional groups instead of sharing generic and spammy content. Quality is now more important than quantity.

LinkedIn is looking into incorporating newsletters and audio features to enhance their content offerings. This shows their shift towards becoming a platform for professionals to share knowledge, rather than just a social network. A key part of this strategy is ensuring the longevity of older content through suggested posts.

FAQ

How will LinkedIn’s suggested post feature enhance content visibility?

The new suggested post feature on LinkedIn aims to prolong the visibility and impact of important content on the platform. Instead of prioritizing recent posts, this feature promotes content based on its relevance. This means that valuable insights and knowledge can continue to be seen by users for a long time, potentially reaching interested individuals months or even years after they were first posted. The main benefits include:

• Increased longevity of content, allowing impactful posts to show up in user feeds long after they were originally shared.

Content creators who specialize in niche topics will now have greater visibility as their posts will be matched with users who have an interest in those specific areas.

LinkedIn is moving away from temporary content towards becoming a hub for valuable professional knowledge that lasts. The goal is to help create lasting connections between the content shared and the needs of the users.

Exploring Content Formats for Maximum Audience Engagement on LinkedIn

Marketers can experiment with different content formats on LinkedIn to boost audience engagement as the platform continues to evolve. Some of the formats to consider are:

Long, informative articles and posts tailored to specific professional groups can benefit from using the suggested post feature.

Sending out newsletters is a great way to keep in touch with followers who are interested in staying connected.

Audio and video content, such as live broadcasts, are great for engaging users who enjoy interactive and personal formats.

By experimenting with these formats and closely monitoring engagement analytics, marketers can discover the best mix that connects with their communities.

Featured Image: tovovan/Shutterstock

Editor's P/S:

The article provides valuable insights into LinkedIn's upcoming algorithm changes and their potential impact on content creators and marketers. The introduction of "suggested posts" is an exciting development that aims to increase the visibility and longevity of quality content. This shift aligns with LinkedIn's focus on fostering meaningful connections and providing users with tailored, relevant information.

The article emphasizes the importance of providing genuine value and expertise to specific professional groups rather than relying on generic or promotional content. It also encourages marketers to experiment with different content formats and monitor analytics to refine their strategies. Overall, the article highlights the need for content creators and marketers to adapt to the evolving LinkedIn landscape and focus on creating high-quality, engaging content that resonates with their target audience.