LinkedIn’s Algorithm Update: Yes, it's better. Yes, you need to change how you post.

LinkedIn’s Algorithm Update: Yes, it's better. Yes, you need to change how you post.

If you’ve noticed some changes in your LinkedIn feed, you’re not alone. LinkedIn has recently undergone a significant shift in how content is prioritized and discovered, with an algorithm update designed to give LinkedIn users more of the content they want and less of what they don’t. But before all my fellow marketers start fervently outlining a brand-new LinkedIn strategy document, consider this: The change in algorithm is actually a positive. It gives us the chance to focus on ultimately enhancing user experience and creating more meaningful content as users engage more with longer form deep dives over trendy posts. Plus, if users are reading more content on LinkedIn, there's a higher chance they'll engage with ours.?

?According to LinkedIn's Senior Director of Product Management, Bonnie Xiong, these changes have already resulted in a nearly 40% increase in views of content that provides knowledge from people outside of users' networks. This move towards promoting 'knowledge-sharing' content is based on several factors: whether the post speaks to a distinct audience, whether the author is writing about their core subject area, whether the post generates meaningful comments, and whether the post presents a perspective.?

For instance, a post about B2B marketing would likely be shown to people within that community. Similarly, LinkedIn also evaluates the author's authority in the posted subject area, as well as the quality of comments the post receives. Posts that spark meaningful conversations rather than just accrue likes are prioritized. Moreover, posts that offer a unique perspective or insight, rather than just generic information, are more likely to be promoted.?

After deep-diving into these algorithm changes, I've identified a few key trends and strategies that can help marketers adjust to this change and stay ahead of the curb:?

?1. The Selfie Era is Over:?

In this update, selfies have been downgraded in the algorithm's ranking. While personal branding remains important, the focus has shifted towards valuable content over self-promotion.?

2. Experience, Expertise, Authoritativeness, and Trustworthiness (EEAT) Take the Lead:?

Content showcasing EEAT has been upgraded in the algorithm’s ranking. Content lacking expertise or failing to highlight our knowledge or point of view will be downgraded. It's essential to validate our posts with our expertise and demonstrate why we're authorities in our field.?

3. Rise of Educational Content:?

Educational content now rises to the top of users' feeds. This change means we need to share insights and actionable tips to establish our brand as a go-to resource in our industry.?

4. Expertise is Front and Center:?

LinkedIn will now evaluate both your posts and your profile to determine if you possess expertise in the specific areas you share content about. Ensure your profile accurately showcases your qualifications and experience to align with the content you share.?

5. Audience Optimization is Key:?

We need to optimize our content for our specific audience more than ever before. Build content around pillars that resonate with your audience and align with your expertise.?

In light of these changes, here are some actionable strategies:?

• Revisit your content strategy and verify its alignment with your demonstrated expertise.?
• Update your LinkedIn profile to accurately mirror your qualifications and experience.?
• Devise a content plan that prioritizes educational content and actionable insights.?
• Study your audience and customize your content to cater to their needs and preferences.?
• Regularly review and adjust your content strategy based on engagement metrics and feedback.?

Embracing these changes and modifying our strategies accordingly can equip us to not only survive but also flourish in the evolving landscape of LinkedIn. Let's seize this opportunity to deliver more value to our audience, reinforce our expertise, and ultimately drive increased engagement with our content.?

Source: https://www.entrepreneur.com/science-technology/linkedin-changed-its-algorithms-heres-how-your-posts/454728 ?

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