Recommendations for LinkedIn success

Illustration of a diverse LinkedIn community with professionals from various industries, ethnicities, and backgrounds engaging with each other through comments, likes, and shares, symbolized by speech bubbles, thumbs up, and the LinkedIn logo in a vibrant, inclusive atmosphere.

Understanding and leveraging the LinkedIn algorithm can significantly enhance your visibility and engagement on the platform. The LinkedIn algorithm is designed to prioritize relevant, engaging content that fosters professional interactions. Here’s a comprehensive guide on how it works and strategies to gamify the algorithm to your advantage.

Understanding the LinkedIn Algorithm

The LinkedIn algorithm prioritises content based on several factors:

  • Relevance over Recency: LinkedIn focuses on showing the most relevant content to each user, rather than the most recent posts. It evaluates content through initial engagement and the strength of the poster’s network.
  • Engagement: Posts that receive early engagement, especially in the form of comments, are more likely to be shown to a wider audience.
  • Content Quality: High-quality, original content that sparks conversations and engagement is favored.

Types of Content

  1. Articles and Long-Form Posts: LinkedIn values insightful, informative content. Share industry insights, professional experiences, and thought leadership pieces.
  2. Videos and Images: Visual content tends to engage users more effectively. LinkedIn’s native video platform often sees higher engagement rates than external links to videos.
  3. Polls and Questions: Interactive content like polls or posts that pose questions to your network can drive higher engagement rates by encouraging responses.

Posting Frequency

  • Consistency is Key: Regular activity on LinkedIn is crucial. Aim for a consistent posting schedule, but avoid spamming. A general guideline is 1-2 posts per day.
  • Best Times to Post: Engagement rates can vary based on your audience, but typically, posting on weekday mornings is recommended for maximum visibility.

Content Types and Engagement

  • Photos and Videos: Visual content, particularly photos, dominates LinkedIn in terms of engagement and frequency. Photos account for nearly half of all engagements. Videos, while less frequent, are highly effective, with brands seeing about 42 video views per 100 impressions on average. Video content, especially short-form and LinkedIn Live videos, significantly boosts engagement, offering 5x more engagement than other post types and up to 24x more engagement for live streams​​​​.
  • Articles and Long-Form Content: Long-form content, specifically in the range of 1900-2000 words, garners the most views, likes, comments, and shares. Incorporating listicles and “how-to” guides can also enhance engagement, with “how-to” posts performing notably better​​.
  • Polls and Interactive Content: LinkedIn Polls engage audiences effectively, allowing them to share opinions and providing valuable insights to the poster. This type of content can significantly increase interaction on your posts​​.

Engagement Metrics

  • Average Engagement Rate: The median engagement rate by impression for brands on LinkedIn is around 4.73%, with smaller accounts typically seeing higher engagement rates due to a more close-knit group of followers. The engagement rate by follower on a per-post basis for the median brand is 0.41%, with about a fifth of brands earning engagement rates above 1%​​.
  • Impressions and Follower Reach: On average, brands see about 8.63 impressions per 100 followers per post. Smaller and mid-size accounts generally earn more impressions per follower compared to larger ones​​.

How to Gamify the LinkedIn Algorithm

  1. Optimize Your Profile: Ensure your LinkedIn page is complete, as pages with complete information receive 30% more weekly views. Active companies on LinkedIn see a significant increase in page views and engagement
  2. Engage With Your Network: Regularly engaging with your network’s content can encourage reciprocal engagement. Comment on, like, and share relevant posts from your connections.
  3. Encourage Interaction: End your posts with a question or call-to-action to encourage comments and discussions. Engagement, particularly comments, can significantly boost your content’s visibility.
  4. Utilize LinkedIn Groups: Participate in or create LinkedIn groups relevant to your industry. Sharing and engaging with content in these groups can increase your visibility and establish your authority in your field.
  5. Monitor Analytics: Use LinkedIn analytics to monitor the performance of your posts. Analyzing what type of content performs best can help you tailor your strategy to match your audience’s preferences.
  6. Timing Your Posts: Experiment with posting at different times to find when your audience is most active. Utilize insights and analytics to refine your posting schedule for maximum engagement.
  7. Leverage Trending Topics: Tap into trending topics and hashtags relevant to your industry. This can increase the likelihood of your content being discovered by users interested in those topics.
  8. Share Diverse Content: Mix up your content types to keep your profile engaging and dynamic. This can also help you understand which content types your audience prefers. Experiment with a variety of content types, including videos, photos, long-form articles, and interactive polls, to discover what resonates best with your audience.

By understanding and adapting to the LinkedIn algorithm, you can significantly enhance your visibility, engagement, and influence on the platform. Remember, the goal of LinkedIn is to foster professional and meaningful interactions, so focus on creating valuable content that resonates with your professional network.

Jonathan Prescott – follow me on LinkedIN

CDAIO, Cavefish

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