The DAY LinkedIn shifted the Algorithm …

I will never forget this day - not because it was as impressive as the day when LinkedIn hosted a townhall meeting with President Barack Obama or as exciting when LinkedIn re-introduced the Power of Polls,

No - the real reason the day LinkedIn changed their algorithm was so memorable is because it was a painful reminder that nothing lasts forever - not even what felt like a winning streak of nearly two years when every other post went viral on the world's leading business network and I had earned 7.5 million content views in just ten months.

How did the LinkedIn Algorithm change exactly?

This was my last viral post (viral posts being defined as having earned more than 100,000 views at the time – you may see the other 30 plus at https://upfluencer.today/ )

And what we came to understand a little bit later was that it wasn't our audience that had changed - it was the LinkedIn algorithm that had changed the effect given to a certain type of posts.

In other words every time LinkedIn introduces a new type of post such as text posts, video or even poll posts as of late, it gives the new content type a massive unfair advantage up to a point - this point arriving when enough users have adopted the new post type - and in my case this happened when embedded news links had been widely adopted on LinkedIn and the initial boost vaporized into thin air.

Here's the Good News

As dramatic as the overnight drop of engagement was on LinkedIn - a massive 74% across the board - there was good news to be had in that we learned quickly that it wasn't our audience that had changed, but rather the algorithm that had changed the weighting attributed to certain types of post.

Over the past two years, LinkedIn his performed three major algorithm updates and 90 plus minor feature updates such as introducing polls, the LinkedIn Newsletter end LinkedIn LIVE (the latter two being actively promoted by the NEW LinkedIn algorithm).

What does this mean for you going forward?

What this means for you is that once you have deciphered what content your audience really wants on LinkedIn (in other words the four types of Jobs that your Clients have to get done - which is another matter for another newsletter day), it is a matter of identifying the right content type to serve your content the way the NEW LinkedIn algorithm promotes at the time being - whether this might be the espresso, cappuccino or cortado way (please indulge my coffee metaphor as I have been a coffee lover for the longest of times :-)

For example, whereas previously you might have had good success with sharing embedded news about topics of interest to your audience on LinkedIn, now you have to repurpose the very same information in a new format that is favored by the NEW LinkedIn algorithm such as polls or the LinkedIn newsletter. -

The Next Step to attracting Clients

Equally important to writing content that attracts your most valuable clients on LinkedIn, is leveraging your content in order to start conversations that matter with decision makers on LinkedIn

To discover "How to develop Strategic Relationships on the NEW LinkedIn", please join our upcoming MasterClass (complementary access)

• on Thursday, 10th March
• at 1500 SAST (GMT+2)
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