Understanding LinkedIn's algorithm 2023
LinkedIn can seem like an impenetrable jungle, and it's not always easy to understand good content on the platform. Furthermore, LinkedIn's algorithm has always been more difficult to understand than both Facebook and Instagram, and for many, producing content for LinkedIn has been like groping in the dark.
But why is it so important to understand LinkedIn's algorithm? LinkedIn is a brilliant platform for networking and sharing your expertise - whether it's personal branding or general branding. That's why I set out to crack the code to understand LinkedIn's algorithm in 2023 and make you an excellent LinkedIn creator.
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Does your audience see your content?
We start slowly by focusing on your target audience. Who is your target audience? And does that audience match the type of content you produce? LinkedIn's new algorithm works by showing the type of content that the user engages with most often - that is, shares, likes and comments.
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 your content is, the easier it is for LinkedIn's algorithm to help your content to the top of the right feed.
Goodbye and thank you to irrelevant content
We all know the feeling. We see a viral trend and the urge to jump on the viral wave is high, BUT - and it's a big but! With the new algorithm update, you will be penalized for posting irrelevant and viral content.
Viral content is therefore more likely to harm your visibility than contribute to something good. The algorithm prioritizes relevant content over viral content, so you risk your engagement rate dropping - which ultimately hurts your visibility.
LinkedIn's new update rewards knowledge posts and content with useful content.
Networking and followers are key
With LinkedIn's new algorithm update, your network and followers have never been more important. Your network and followers are the first step in exposing your post.
That's why it's important to create content that your network will engage with. This increases the likelihood of getting the most exposure possible.
Likes, shares and comments
A very simple part of the equation for understanding LinkedIn's algorithm in 2023 is the word engagement.
Because 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 to know if your post contains relevant and useful content.
It is therefore important that you respond to your network's comments on your post. Furthermore, high engagement will also ensure that your post reaches the second tier - non-followers who see your post because their network has engaged with your content.
Tip: You can use features from LinkedIn such as PDF, 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 need to ensure that your content appeals to all three metrics to create the best possible conditions for high exposure.
Relevance = how relevant is your post to a targeted audience?
Expertise = the sender's expertise on the given topic
Engagement = the presence of comments, likes and shares on your post.
How to become a great LinkedIn creator
Being a LinkedIn creator is comparable to being a keynote speaker at a conference. You are at the conference for two reasons:
- To give a talk - on LinkedIn this translates to sharing expert knowledge in a post.
- To network with other people - engage with your network's content and make connections on LinkedIn.
If you were to give a talk at a conference, you always want to make sure that your talk is relevant to the conference and the participants. On LinkedIn, this translates to your content being relevant to your niche and target audience.
You have an average of 3 seconds to grab your audience's attention before they scroll away from your post. Your content must therefore provide so much value to your audience that they have to engage with your post.
But how do you create enough value in a post? Don't worry - I've put together a number of great tips.
LinkedIn generally wants to show the right content to the right audience. This is similar to how LinkedIn's new algorithm wants to divide content into categories.
You can achieve a better categorization of your post by ensuring that:
- Your post shares a unique perspective on a popular topic.
- Your expert knowledge is supported with practical examples in your post.
- Your post is easy to understand.
- Your post encourages engagement through CTAs. For example, you can encourage your audience to share their opinions and views in the comments section.
- Use a maximum of 3 or fewer hashtags - and make them specific. Again, the niche rule is key as hashtags help the algorithm categorize your content.
- Tag other relevant people in your content - people who share the same niche and can drive engagement by sharing relevant perspectives to your post.
Ready for your new LinkedIn adventure?
So where exactly should you start on your new LinkedIn adventure? Let me briefly summarize the three most important points:
1. Focus on sharing knowledge and advice:
LinkedIn's new algorithm update will reward relevant content that creates useful knowledge for the target audience.
Tip: if you can blend your personal experience with professional knowledge, you're well on your way to high exposure.
2. Prioritize relevant content over viral content
It can 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 needs to focus on targeting a relevant audience rather than shooting from the hip to reach everyone.
The more niche your content is, the better LinkedIn's algorithm will categorize you and ensure high exposure.
Tip: The more you share, the better LinkedIn gets at understanding who you are, what you do and what content you post about.
3. Your network and followers matter more than ever
The people who are exposed to your content are primarily your network and followers. If they have no interest in your niche, your engagement rate will most likely be low - and therefore your exposures will remain low.
It is therefore important to ensure that your network and followers are interested in the same niche as the content you produce. Your network's interest is crucial to the algorithm's understanding of your categorization.
Tip: The algorithm's main job is to get your content to the right people. Therefore, you can be sure that your content will reach high exposures as long as you optimize your posts and maintain engagement.
Get even smarter
Whether you're a generalist or a marketing specialist, our specialists have put together some great advice for you on our blog.
