Understanding LinkedIn's Algorithm in 2023
LinkedIn can seem like an impenetrable jungle, and it’s not always easy to get people to appreciate good content on the platform. Furthermore, LinkedIn’s algorithm has always been harder to understand than those of both Facebook and Instagram, and for many, creating content for LinkedIn has been like groping in the dark.
But why is it actually so important to understand LinkedIn’s algorithm? LinkedIn is a brilliant platform for networking and sharing your expert knowledge—whether your focus is on personal branding or general branding. That’s why I’ve set out to crack the code to understanding LinkedIn’s algorithm in 2023 and turn you into an outstanding LinkedIn creator.
Is your target audience seeing your content?
We’ll start off slowly and steadily by focusing on your target audience. Who is your target audience? And does your target audience align with the type of content you produce? LinkedIn’s new algorithm works by showing users the type of content they frequently engage with—that is, share, like, and comment on.
Therefore, if you focus on posting content about marketing, your content will most likely be shown to users who engage with marketing content.
Tip: The more niche-specific your content is, the easier it is for LinkedIn’s algorithm to help your content appear at the top of the right feed.
Goodbye and thank you to irrelevant content
We’ve all been there. We see a viral trend, and the urge to jump on the viral bandwagon is strong, BUT—and this is a big but! With the new algorithm update, you’ll be penalized for posting irrelevant and viral content.
Viral content is therefore more likely to harm your visibility than to do any good. The algorithm prioritizes relevant content over viral content, so you risk seeing your engagement rate drop—which ultimately harms your visibility.
LinkedIn's new update thus rewards posts and content that provide useful information.
Networks and followers are the be-all and end-all
With LinkedIn’s new algorithm update, your network and followers have never been more important. Your network and followers are, in fact, the first step in getting your post seen.
That's why it's important to create content that your network will engage with. This increases the likelihood of getting as many views as possible.
Likes, shares, and comments
A very simple part of the equation for understanding LinkedIn's algorithm in 2023 is the word "engagement."
High engagement on your post is rewarded with a high ranking in LinkedIn's feed. High engagement in the form of likes, shares, and comments helps LinkedIn's algorithm determine whether your post contains relevant and useful content.
That’s why it’s important to respond to your network’s comments on your post. Furthermore, high engagement will also ensure that your post reaches a second tier—that is, non-followers who see your post because their network has engaged with your content.
Tip: You can take advantage of LinkedIn features such as PDFs, carousels, or in-feed videos to increase the likelihood of higher engagement.
LinkedIn’s Trinity—Relevance, Expertise, and Engagement
LinkedIn’s new algorithm uses three metrics: relevance, expertise, and engagement. You should therefore ensure that your content appeals to all three metrics to create the best possible conditions for maximum exposure.
Relevance = How relevant is your post to a targeted audience?
Expertise = the sender's expertise on the given topic
Engagement = the number of comments, likes, and shares on your post.
How to Become an Amazing LinkedIn Creator
Being a LinkedIn creator is similar to being a keynote speaker at a conference. You’re at the conference for two reasons:
- To give a presentation—on LinkedIn, this means sharing expert knowledge in a post.
- To network with others—engage with your network’s content and build connections on LinkedIn.
If you were to give a presentation at a conference, you would always make sure that your presentation is relevant to the conference and the attendees. On LinkedIn, this means that your content should be relevant to your niche and target audience.
On average, you have 3 seconds to capture your target audience’s attention before they scroll past your post. Your content must therefore provide enough value to your target audience that they feel compelled to engage with your post.
But how do you create enough value in a post? Don’t worry—I’ve put together a list of helpful tips, of course.
Overall, LinkedIn aims to show the right content to the right audience. This is similar to how LinkedIn’s new algorithm seeks to categorize content.
You can improve the categorization of your mail by making sure that:
- Your post offers a unique perspective on a popular topic.
- Your expert knowledge is supported by practical examples in your post.
- Your post is easy to understand.
- Your post encourages engagement through CTAs. For example, you can encourage your target audience to share their opinions and views in the comments section.
- Use a maximum of 3 hashtags—or fewer—and make them specific. Once again, the niche rule is key, since hashtags help the algorithm categorize your content.
- Tag other relevant people in your content—people who share your niche and can drive engagement by offering relevant perspectives on your post.
Ready for your new LinkedIn adventure?
So where exactly should you start on your new LinkedIn journey? Let me briefly summarize the three most important points:
1. Focus on sharing knowledge and helpful advice:
LinkedIn's new algorithm update will reward relevant content that provides useful insights to the target audience.
Tip: If you can combine your personal experience with professional knowledge, you're well on your way to gaining significant exposure.
2. Prioritize relevant content over viral content
It may be tempting to ride the viral wave and do what everyone else is doing, BUT LinkedIn won’t reward you for this—quite the opposite. Your content should focus on reaching a relevant target audience rather than taking a scattergun approach to reach everyone.
The more niche-oriented your content is, the better LinkedIn's algorithm will categorize you and ensure high visibility.
Tip: The more you share, the better LinkedIn will understand who you are, what you do, and what kind of content you post.
3. Your network and followers are more important than ever
The people who are exposed to your content are, first and foremost, your network and your followers. If they aren’t interested in your niche, your engagement rate will most likely be low—and as a result, your impressions will also remain low.
That’s why it’s important to make sure your network and followers are interested in the same niche as the content you produce. Your network’s interests are key to the algorithm’s understanding of how to categorize you.
Tip: The algorithm’s main job is to get your content in front of the right people. You can therefore be sure that your content will reach a wide audience as long as you optimize your posts and maintain a steady level of engagement.
Learn Even More
Whether you're a generalist or a specialist in marketing, our experts have put together a number of helpful tips for you on our blog.
