How to Reach a Wider Audience on LinkedIn by Your Posts

LinkedIn, the most popular social platform in the business world, applies a very selective algorithm while showing member posts to other members. You may not get effective outcomes from your social media activities, unless you create your contents in line with this algorithm. In this article, we share some tips for your LinkedIn posts to reach wider audience.

How does the LinkedIn algorithm work?

When you prepare a post and publish it, LinkedIn assigns a quality score to your content through an AI-based algorithm before anyone sees it. Basically, the quality score is defined by the words, pictures, hashtags in your content, as well as previous reactions of your audience to similar posts.

After assigning your quality score, LinkedIn then pushes your post to a small sample of your followers and waits to see if they engage. If you get high engagement from your audience, then your post will be pushed to wider audience.

Do all engagement types have the same weight?

Clicks, likes, re-shares, comments do not have the same impact. In general, LinkedIn values comments more. In other words, as the number of comments to your post increases, the possibility of your post to be pushed to more people will increase. Therefore, it would be useful to end your posts with a question to encourage your followers to comment.

Is there any correlation between the number of posts and engagement?

Yes. However, it may be different than what you think. Sharing too many posts may cause your posts to be shown less. LinkedIn prefers to show contents from different sources to its members, instead of contents from the same person/company who shares too many posts every day. When you share a post every day, even more than one post a day, may have a negative impact on the views of the posts.

Is there any correlation between the time of posting and to how many people it is shown?

We can say both yes and no. Rather than the time of posting, engagement within the first hour of your posting is more important to LinkedIn. If you get high engagement within the first hour of your posting, then LinkedIn will push your post to wider audience. Thus, it would be better to share a post when your followers are the most active.

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