The LinkedIn Algo

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Back in the day, you posted on LinkedIn and all your connections would see it.

In those early days, the LinkedIn algo mapped your "social graph." Only the people in your direct circle would see your stuff - and vice versa.

Then TikTok changed all that.

The Chinese designed an entirely new approach to social media algorithms. Their innovation was so successful that all the American platforms quickly copied it.

Including LinkedIn.

But how does it work?

How It Works

Today's version of the algorithm is governed by the "interest graph."

Instead of showing your posts to your direct connections only...it shows your post to ANYONE with an interest in the topic of your post. It no longer matters if you are formally connected with them or not.

Effectively, your social circle is no longer the determining factor in your content distribution. Many old-timers on LinkedIn are surprised to learn this.

But that's not all.

This version of the algorithm ALSO scrambles the chronology of your posts. Meaning, it doesn't strictly respect your posting times. Which is why you sometimes see posts from connections a full 30 days AFTER they actually posted it.

The Ugly Truth

The truth is that MOST of your followers will never see MOST of your posts.

Only about 20% of your followers (1st connection) get shown your post in their feed, according to the latest LinkedIn data. Of course that varies with things like engagement, content type and profile activity.

But the point remains.

There is now an ALGORITHM standing between you and your community-building effort on this platform.

There's one very simple reason this is happening.

Money.

A New Business Model

LinkedIn shifted their mix when they realized that ad revenue makes for a better business model than just being a repository for employee resumes/CV's.

The general idea is this:

"Organic reach" gets ratcheted-down....users get frustrated...and then they PAY to have their content reach more folks.

Before you crucify LinkedIn....it makes business sense FOR THEM. Because Facebook proved this model long before we ever called it "Meta."

So what should you do?

What To Do Now

Many content creators have made a religion out of "de-platforming" folks from LinkedIn (and all the socials.)

You should too.

Strategize a "funnel" to get folks to your newsletter, educational platform, podcast or any other proprietary base.

In these changing times, eyeballs and attention are shifting.

Places like Slack, Discord, Kajabi, Maven and Skool have risen in prominence because they foster that missing connection. Rather than just maximizing user consumption, they enable Creators and their Community to collaborate together.

Directly and unencumbered.

Content Strategy

Designing custom strategies to grow your business in this evolving environment, is precisely what my content firm does.

But here are some general DO's and DON'Ts for normal folks.

If you're just?looking to grow your digital presence, then keep these in mind:

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o??? DO:? Focus on your true fans to create community. That's the first goal of any real business.

o??? DO:? Prioritize depth of connection over subscriber count.

o??? DO:? Promote your business values to attract the right prospects.

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o??? DON'T:????? Create content JUST for the algorithm.

o??? DON'T:????? Use dashboard metrics to measure your "success."

o??? DON'T:????? Take business advice from anyone not running YOUR business model.

Hit me if you need help.

And let's share knowledge to help each other out.

Because financial freedom isn't free....

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Marc Angelos is the founder of Anvictus Communication.

Anvictus provides content strategy and development for online entrepreneurs and business executives.