How LinkedIn Algorithm Works: Quick Guide for B2B Marketers

LinkedIn is undeniably a "temple" for any B2B marketer nowadays. As a result, understanding how this platform works in detail is essential for those who wish to achieve success in this "magical" social media and business platform. In this article, we will look at how the LinkedIn algorithm works and offer advice on boosting your marketing strategy with the right moves on the platform.

What Do We Know about LinkedIn Algorithm?

LinkedIn is much more than just a platform for uploading resumes; it has its "own mind," which is simply known as "algorithm."

The Linkedin algorithm takes several parameters into account when determining what sorts of posts will be shown in the users' feed.  It works on a massive scale and it has the potential to effect billions of posts of LinkedIn’s 645+ million members every day and makes the feed more visually appealing plus user-friendly.

Through this algorithm LinkedIn provides visibility for corporate or personal brands in networking, lead generation, and gaining followers.

Let’s have a closer look.

How Does the LinkedIn Algorithm Work?

Tens of thousands of posts are posted in LinkedIn each second. But, how come, while some of these go "viral," others are only seen by a small number of people? It all comes down to the algorithm.

Who Are You and What Are Your Interests?

According to Pete Davies, LinkedIn's former senior director of product management, the algorithm works “…with the goal of showing you the content and conversations that you care about.”[1]

So we can say that LinkedIn displays a post in your feed because you are linked to, follow, or one of your connections liked, commented on, or shared it.

Similarly, when you open your profile on LinkedIn, it searches for recent changes from your connections, such as pages, groups, individuals, hashtags we follow, and even the most recent conversations in the community. That explains why you always see your connections’ activities.

It’s like:

In other words, the volume of engagement a post gets directly determines how many people see it. As the post gets likes and, more importantly, comments, it reaches an increasing number of people. This cycle also continues as long as the post gets engagement.

We now have the insight that LinkedIn values interaction in our pocket. Is there anything else?

Which Category Is Your Post Going to?

We know that the platform considers the degree of connections, - first, second, third - who you are and who you interacted with. However, the story begins with the "initial filter."

In basic, initial filter reduces the chances of spam or inappropriate content by placing the posts into one of three categories: Spam, low-quality content, and high-quality content. However, this classification is not the deciding factor. Following categorisation, the audience testing process comes into sight.

In case your post is labeled as "low-quality," it is shown to a smaller set of people. To go through this phase, the post must not receive "hide" or "report as spam" reactions. In other words, this is the phase at which you prove that your update is not offensive, annoying or spam-like.

The fate of your post is determined in the audience testing process by the number of likes, comments, and shares. If the post does not go popular (i.e. has few likes, comments, or shares), it is demoted and tagged as low-quality. In the reverse scenario, it is shown to an increasing number of users. Even better, the post may be identified as trending content and sent to users outside of your network.

In the upshot, the LinkedIn algorithm has these primary goals: To prioritize relevant content that motivates users to continue using the platform & to invest in the platform through advertising, as well as to encourage engagement.

How to Beat LinkedIn Algorithm?

As we mentioned before, LinkedIn, which actually values personal connections and relevant content, categorizes posts into 3 groups. The main question is how to prevent producing spam or low-quality content.

Here is a quick list to get beyond the low-quality content:

  • Never use multiple links. External links are likewise not recommended.
  • Never tag more than 5 people at a time. Choose those you are sure will respond.
  • Never post more than once per 3 hours.
  • Never use hashtags like "follow," "comment," or "like.” Instead of that try using niche hashtags (3 is the limit).
  • Never choose topics that are not niche or "worth talking about."
  • Never underestimate the power of text-based posts; it outperforms anything else on LinkedIn.

We also know that "if your content does well in the first hour following publication, it is far more likely to perform well over the week." Posing questions to encourage engagement and interact with other posts during this time period allows you to make the most of the golden hour.

At this point, it's important to note that regardless of the number of connections,  your posts have the potential to reach a much larger audience, even generating thousands of views, likes, and comments. Just “play” according to the algorithm:

https://www.brandwatch.com/blog/linkedin-algorithm/

What Should You Post on LinkedIn?

The good news is that high-quality content receives attention across all platforms, including LinkedIn. So the golden rule is to give something that makes you standout.

Especially in B2B, some firms tend to talk about their business or products all the time. Although promoting the services & products seems like a good idea, it does not always grab people’s attention. The right step is to post based on the connections' interests. The algorithm also provides people with material that is relevant to them.

As previously mentioned, the algorithm "wants to see" that people leave comments on posts. As a result, it's a good idea to pose questions to your audience in the comments section.

The other piece of advise addresses external links. All social platforms, including LinkedIn, would like you to spend as much time as possible on their platform. That also means that native images, posts and videos tend to “viral” than external ones.

[1] https://news.linkedin.com/2019/January/what-s-in-your-linkedin-feed--people-you-know--talking-about-thi

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