How does it work?
Just like Facebook, Twitter and Instagram, LinkedIn has developed an algorithm to determine who sees your status updates and articles in their feed. But how does this LinkedIn algorithm actually work?
If you post a status update or articles, a spam filter determines who gets to see your content. However, LinkedIn is unlikely to mark your content as spam.
- A bot checks the content and categorises it as: ‘Spam’, ‘Low-quality’ or ‘Clear’.
- The bot records your likes, comments and shares. If other LinkedIn users mark you as a spammer or hide you on their timeline, the LinkedIn algorithm will start to work against you. So it is extremely important to think carefully about your post: is it interesting enough? Are you posting too much? These are all things that can contribute to how the LinkedIn algorithm works.
- Your content is given a ‘virality’ check. This doesn’t just check the number of likes and comments: it also checks the people who like your post. This is how posts that are liked by hundreds of spam networks are caught by the spam filter. In this phase, the filter also investigates whether your post is relevant to your followers. It determines whether your post will be featured at the top of the feed or the bottom.
- Your content is viewed by people at LinkedIn. They decide whether your post is worth displaying to lots of people or not. There are rumours that LinkedIn can boost your post if it is really astoundingly good. This means it is possible for posts that are a few weeks old to appear above new posts.
In summary: LinkedIn does everything to encourage the battle for likes, comments and shares from relevant people.
How do you make sure that as many people as possible see your LinkedIn posts?
Seven tips that can give LinkedIn posts a boost:
- Make sure your company page is up to date. Connect with people you know and follow people in your sector.
- Go for business-related content. It really doesn’t need to be a long, boring text: feel free to add a relevant image or video. This encourages people to read your post or article.
There are many contradictory articles about adding images and links to LinkedIn posts. We just went straight to LinkedIn and asked them whether this has much impact on the LinkedIn algorithm, and they assured us that it doesn’t. They told us that the only thing that matters is good content. We are going to play around with this a bit more to find out for ourselves if it is true.
- Add a (business-related) play on words or joke, a link or a few tips. This will ensure that more people like your post.
- Post your article at the right time. In this article, LinkedIn advises users to post updates at about 8 pm during the working week. They claim that this is the when most people make time for important decisions, even if they are at home then. Experiment, and find out what time works best for your posts.
- Share relevant articles by other people. That makes it just that bit more likely that they will share yours.
- Why not publish an article or blog post on LinkedIn now and again? Click on “write article” and get writing. This post will be shown on your connections’ and followers’ feeds. It will not only be shown on the LinkedIn homepage feed, but also on your profile, in highlight emails to your connections, notifications and channels.
- Last but not least: promote your own articles.
- Use @mentions to tag people on LinkedIn
- SEO and content marketing tactics are important on LinkedIn as well as websites. So consider your choice of words carefully.
- Don’t hesitate to ask for more followers. For example: ‘Follow us for more updates on this topic next week.’
- Share your article on other social media such as Twitter and Facebook.
- Post your article to LinkedIn Groups you belong to. This will enable other members (including the ones who aren’t 1st-degree connections) to see your article.
- Sponsor your articles to generate more leads.
- Make sure other people can comment on your blog post, and respond to their comments.
- Test, test, test! Play around with different images, titles and copy. Then decide what works best and what generates the most likes.
Commitment is extremely important for the LinkedIn algorithm. Experiment with our seven tips and figure out which ones work best for your target audience. Success guaranteed!
This month we will be looking at the four big social media channels that are – or can be – the most relevant in a B2B context. Follow us on LinkedIn and stay up to date!