5th Algorithm Insights 2024 Edition

It is here. The 2024 LinkedIn Algorithm Research report, produced by Richard van der Blom with Just Connecting and sponsored by our company, BlissPoint.?

Much of this newsletter edition contains a nearly word-for-word copy of the report. This is done to keep the clarity of information from Richard van der Blom chard van der Blom’s work.

The italicized text in this summary usually represents my personal observations from the report.

The algorithm report was originally scheduled for release in October 2023. However, a significant algorithm update in September prompted a delay to thoroughly assess its effects.

LinkedIn? periodically updates its algorithm, often to accommodate new functionalities, like the recent AI-powered features or to align with the changing preferences and actions of its users.

These adjustments may also be designed to clear space in our feeds to highlight these new offerings, such as the rollout of Collaborative Articles.

Audience Behaviour on LinkedIn?

In the past, LinkedIn? was known for its significant desktop/laptop usage among members.?

However, current trends show that when browsing the feed and interacting with content, mobile usage is high at 88%, compared to 12% for desktop/laptop.

In contrast, 83% of people prefer to edit their profile on a desktop/laptop versus 17% on mobile.

This is a huge difference, and these numbers are important because we need to consider how our information is displayed differently on a mobile device.?

This is important for your Banner Image. If you cram your banner image full of text, funky fonts, and numbers, it is difficult to read on a mobile device. This means 88% of the people seeing your content can't read the banner image.

Make sure you look at your profile through a mobile device after editing on a desktop.

The Magic of Text-Only Posts

Text-only posts on LinkedIn? have retained their potency for impact. The focused simplicity of

text alone can drive high engagement when executed skillfully.

Text-only posts constitute 16% of all content on LinkedIn?, prized for their ease of creation.?

Content creators who favor text-only posts have observed superior performance compared to other formats like Document Posts.?

However, text-only posts perform less impressively for company pages, garnering only 0.46 times the median reach.

Here are some insights:

• The optimal length for a post is between 150-200 words.

• Posts shorter than 150 words tend to see a 25% reduction in reach.

• Structuring posts into brief, readable paragraphs, no more than four lines each can enhance both readability and engagement by an additional 15%.

• Thoughtful formatting, including the use of white space, can improve performance by 25%.

• Posts with short sentences, under 12 words long, perform 20% better.

• Remember, 88% of people are consuming LinkedIn content on their mobile devices, so ensuring readability is key.

The Power of Visuals

Photos featuring people can lead to a 20% increase in reach or up to 60% if the photo includes you.

That means selfies generate 3x more reach than a group photo and 6x more reach than a stock photo or infographic.

While some people may be hesitant to share a selfie because they see it as self-promoting, recognize that people want to see your face and what you are doing because this is your LinkedIn profile, not anybody else's.??

Another tip is vertical photos are the most effective, especially since 88% of users are browsing on mobile devices. Horizontal and square photos will look small on a cellphone.?

Document Posts

Document/slide posts continue to do well but have seen a drop in reach. They are currently 1.6 times more than Text+Image posts, down from their peak of 2.2 times in November 2022.

Here are some tips for creating slides for document posts:

• Aim for approximately 12 slides.?
• Slides with 25 to 50 words hit the sweet spot for performance.?My recommendation is 30.
• Ensure the post's text associated with the slides is fewer than 100 words.

Polls

Do

• Incorporate relevant keywords organically to improve visibility and searchability within LinkedIn?'s platform.

• Leverage timely and topical content that aligns with current events or trending conversations to increase relevance and urgency.

• Encourage interaction by inviting your network to share their thoughts, which can foster a community around your content.

• Maintain an authentic and conversational tone to foster optimal engagement.

• Begin with a strong, thought-provoking hook to compel readers to click “see more.”

Don’t?

• Don't neglect the power of a strong closing statement. While hooks are important, a memorable conclusion can reinforce your message and encourage further reflection or action.

• Avoid posting large blocks of text without clear breaks, as they can be daunting and discourage readers from engaging with the content.

• Refrain from using ambiguous calls to action. Be clear and specific about what you want your readers to do next, whether it's to comment, share, or follow a link.

• Steer clear of jargon and overly complex language that may deter readers from finishing the post. Engagement duration is crucial.
• Keep it simple. One post should convey a single message or story.

Articles and Newsletters

LinkedIn? Articles serve as a vital tool for delving into topics deeply, enabling professionals to establish themselves as thought leaders.?

While their reach may be low on the platform, they are invaluable for search engine optimization (SEO) and enhancing newsletter content.

Just 4% of posts on LinkedIn? are articles, with 34% incorporated into newsletters. Despite ranking near the bottom with 0.57 times the median reach, articles integrated into newsletters see a nearly fourfold performance boost compared to standalone pieces.

Recently, Google has begun indexing LinkedIn Articles, giving them a longer-lasting and wider reach beyond LinkedIn.

Videos?

To boost engagement, focus on producing videos with high-quality visuals and clear audio, which can lead to a 50% increase in viewer interaction. The quality of your video production is a direct reflection of your brand, influencing viewer perception and trust.

Here are some insights:?

• Including subtitles enhances accessibility, catering to those with hearing impairments and users who watch videos without sound, potentially increasing viewership by 40%.?85% of us have our sound turned off by default for social media.

• Videos between 1-2 minutes long can improve conversion rates by up to 30%.?

• Opt for a vertical format to gain up to 15% more reach compared to a square and 25% more than a horizontal format.

• Capture your audience's attention in the first seconds to prevent losing 30% of potential viewers.?

• Native LinkedIn? video uploads are crucial, as external YouTube links can cut reach by 50% and conversions by 20%. Vimeo links also see a reduced reach, although less.

Matching Content with the Right LinkedIn? Formats

LinkedIn? provides a variety of content formats, yet it's crucial to recognize that not all formats are equally effective for every content objective.?

In the following section, the report presents a comprehensive matrix. This matrix shows the best match between different types of content and the most effective LinkedIn? formats for each, guiding you toward achieving the best possible engagement and impact for your messaging.

Methodology

This dataset was sourced exclusively from AuthoredUp and Just Connecting customers and relations, with strict adherence to data privacy norms and ethical standards. Notably, we refrained from employing any automation or scraping techniques for data collection in compliance with LinkedIn? 's policies. The dataset includes posts in over 25 languages, predominantly English, German, and Spanish.

Conclusion

This newsletter only covers the highlights of this year's report, which spans over 120 pages and delves deeper into the behaviors, preferences, and trends shaping LinkedIn? engagement.?

I encourage all professionals to leverage these insights for success in the ever-changing landscape of LinkedIn?.

To access the full report, please visit https://blisspoint.pub/2024Algo.

About the Author

Richard Bliss is the founder and president of BlissPoint, a social media consulting company that helps improve executives’ online communications and sales teams’ social selling behaviors. A LinkedIn Top Voices Influencer, experienced executive communications manager, and social media coach, Richard has helped thousands of people master social media tools and become fluent in social conversations, building their platforms and confidence to reach their audience and define their brand effectively.