What is LinkedIn?
LinkedIn is a social media platform where business-minded people congregate. There are close to 600 million business professionals on the site, broadening their networks and contacts, sharing their CV’s, head-hunting, and sharing content.
Companies and brands can make use of this platform if they are a B2B seller or if their target market is the business world. The platform offers companies and brands the opportunity to reach a highly qualified or specialised target market, and the algorithm ensures you’re reaching only the people who will find your content relevant. Be sure to include a marketing strategy for LinkedIn in your social media strategy for 2019.
How does the algorithm work?
The LinkedIn algorithm does not post content in chronological order. What’s most important in the algorithm is native, organic content prioritised by relevance rather than by recency. That means LinkedIn users will see content on their feed that is relevant to them, and not necessarily all the most recent content. Users do have the option of sorting their feeds by most recent content, should they wish.
LinkedIn recently released this graphic to help us understand how their algorithm works:
When you post content, here’s how it gets processed by the algorithm. First, the LinkedIn algorithm assesses your content to determine if it’s spam or low quality. If not, you pass this first filter and your content appears in the feed.
At this stage, LinkedIn’s bots check your content to see how users are engaging with it. If your audience likes, comments, reads, and enjoys it your content passes to the next level. The more engagement the better. On the flip side, your audience could also mark your content as spam, report it, or hide it. These kinds of responses will demote your content. In fact, if your content is reported or hidden frequently, the algorithm may even filter it out altogether.
After a short period, we get to step three. LinkedIn decides whether to keep showing your content in users’ feeds by looking at your network. They decide if it is spam, or if users are enjoying the content. Based on this assessment, your content could either be shown to more users or displayed less frequently.
If your post passes these three phases, you will have made it to part four. Here actual humans will look at your post to decide if they should keep it around, include it on a channel, or gain insights for future algorithm updates. Basically, they’re trying to figure out why your post has done so well.
The longer people engage with your content, the longer it will stay up. It could stay up for WEEKS if your content performs exceptionally well. This is a benefit you won’t find on other social media platforms, so the rewards of creating great organic content that connects with your network are big on LinkedIn.
How can I ensure my content works on LinkedIn?
Consider the below factors when creating and posting content to increase the success of your content ion LinkedIn:
- Regularity. Post regularly, but not at the exact same time each day. You don’t need to post 20 times a day, but you shouldn’t post once a week either. The LinkedIn algorithm looks for spammy behaviour, so your content could be penalised if it looks like a bot is posting it.
It all comes down to these four things: Quality. Timing. Relevance. Engagement. To ensure the LinkedIn algorithm is working for you and not against you, you need to prove that your content is engaging for your audience and relevant to their interests. Your content should be high quality and NOT SPAMMY.