LinkedIn’s New Algorithm Doesn’t Want You To Go Viral— Why this is GOOD news…????

If you've been seeing some changes in your LinkedIn posts' reach and have been wondering what's going on, you're not alone. The platform's algorithm has undergone some changes, and Dan Roth, LinkedIn's Editor in Chief, recently shared some insight into why.

In this article, I’m breaking down the main changes, how they affect content on LinkedIn, and strategies to help you succeed when using the LinkedIn platform.

Why LinkedIn Changed Its Algorithm

LinkedIn has been around for nearly 20 years and has seen tremendous growth in recent years. With over 930 million users worldwide, it's no wonder why LinkedIn is taking steps to maintain its reputation as a professional networking platform. According to Dan Roth, the reason behind the most recent algorithm change is to ensure that the platform is fulfilling its core intent, which is to help members develop their skills in their area of expertise.

LinkedIn has always been about connecting professionals and helping them find opportunities to grow in their careers. That said, the platform has taken steps to ensure that its algorithm provides more value to its users.

The Algorithm Change Is Designed NOT to Have You Go Viral

While going viral may seem like the ultimate goal on social media, LinkedIn has changed its algorithm to “discourage” this. According to Roth, viral posts more suited for platforms like Facebook and Instagram, such as personal posts and selfies, are not aligned with LinkedIn's core intent. The platform aims to help its members develop skills in their areas of expertise. So, the algorithm has been tweaked to help professionals offering experience shares and advice stand out.

The whole theme of their algorithm shift is "authority and knowledge," a noted shift from "attention and vanity" that some complained started to sully the platform and its intent. "Going viral" is neither a good strategy nor a strategy suited for LinkedIn. Identifying the people we can help/serve, producing content to do exactly that, and engaging them meaningfully is a much better strategy, and the algorithm is rewarding that now.

The Algorithm Emphasizes Specific Things to Help You Stand Out

The algorithm now checks that your profile and content align with the same area of expertise when you post content. If your profile is not aligned with your content, your content will be downplayed.

LinkedIn also encourages users to address a specific group of individuals with their posts. The more precise you are about your target audience, the more people the algorithm will help you reach. The platform is now discouraging superficial tactics like engagement pods and seeking engagement that sparks meaningful conversations and thoughtful insights.

Finally, LinkedIn is ensuring that your posts reach more of your followers. Many users complained that they would follow and “link in” with people, only to see viral posts from people they aren’t even following pop up on their feed. This is fantastic. I’ve already received an influx of activity on old posts as LinkedIn repurposes them to my followers.

The Importance of Focusing on Authority and Value

With these algorithm changes, LinkedIn is focusing more on authority and value than on popularity and attention. This is excellent news for professionals committed to adding value to their connections and showcasing their expertise. The platform wants to ensure that users provide valuable content and build authority in their respective fields. This approach benefits everyone on the platform, as it helps elevate the quality of shared content.

Strategies to Help You Succeed on LinkedIn

If you're looking to make the most of the algorithm changes on LinkedIn, you can do a few things to ensure that your content stands out. Here are a few strategies:

1. Align Your Profile and Content with Your Area of Expertise

As mentioned earlier, the algorithm now checks that your profile and content align with the same area of expertise when you post content. Make sure that your profile accurately reflects your professional skills and experience. This will help you to establish credibility with your audience and build your authority in your field.

2. Be Specific with Your Target Audience

LinkedIn encourages its users to address a specific group of individuals with their posts. Be specific about who you're talking to and what you want to achieve with your content. This will help you to reach the right people and get your message across effectively.

3. Create Valuable Content

LinkedIn is looking for engagement that sparks meaningful conversations and thoughtful insights. Focus on creating content that provides value to your audience. Share your expertise, offer advice, and provide solutions to the challenges that your target audience faces in their professional lives.

4. Engage with Your Connections

Engaging with your connections on LinkedIn is crucial to building your authority and establishing credibility in your field. Take the time to respond to comments, share relevant content, and participate in group discussions. This will help you to build relationships with other professionals and grow your network.

5.?Stop Mass Tagging

You will be penalized for “mass tagging” which means adding a bunch of mentions in your post or the comment section without context as to why you’re tagging that person. Instead of just tagging “@Kait?LeDonne,” at the end of a post about personal branding, for example, you’d do well to say, “@Kait?LeDonne, you write a lot about blending your personality and professional expertise into a seamless brand — what are 2 tips you’d add here to do so?”

Embrace the Algorithm Changes and Take Your LinkedIn Game to the Next Level

LinkedIn has made some significant changes to its algorithm, and it's important to adapt your content strategy to ensure that you're making the most of these changes. Education and value should reign supreme, and I’m so glad to see the focus where it rightly belongs on the platform.

By aligning your profile and content with your area of expertise, being specific with your target audience, creating valuable content, and engaging with your connections, you can establish yourself as an authority in your field and build your professional network.?

The Recap:

1. LinkedIn changed its algorithm to focus on professional skill development.

2. It discourages viral posts and prioritizes valuable content and advice.

3. Emphasis shifted from "attention and vanity" to "authority and knowledge."

4. To succeed, align your profile, create valuable content, and engage with a specific target audience.

5. Avoid mass tagging and embrace the changes for better LinkedIn performance.

A business-defining question for consultants and coaches...

What's the difference between personal brands with 10,000+ LinkedIn followers and a steady stream of leads in their inbox and?professionals who have no idea where their next client is coming from?

?If you guessed?"copywriting skills" and "mastering hooks,"...you'd be wrong.

?If you guessed?having a best-selling book or being a celebrity CEO...you'd be wrong.

And if you guessed?"Ninja-like sales messages,"...you'd still be wrong.

While all these things have their place, you're overlooking the core power source of a profitable brand...

Consistently publishing content?that solves your audience's challenges.

That, my friend, is THE differentiator between in-demand professionals?making??bank??and those throwing marketing spaghetti to a wall, hoping it sticks.

So, if this is so simple, why's it so damn hard?

3 reasons:

1. Lack of clarity-?you?don't know how to translate your brilliance into a clear, concise, valuable message.

2. Lack of structure?- you don't know how to create content in a way that attracts the most eyeballs and interest.?

3. Lack of accountability?- even if you're clear on who you are, who you serve, and what makes for viral-worthy posts, you lack discipline and focus to create consistent content at scale.

If this resonates, join us in?Content Labs , a weekly 90-minute "writer's room" from 1-2:30 pm ET on Fridays. Log in each week, sharpen your unique value proposition, receive content prompts from me, then craft your next 5-10 days of content?for LinkedIn. Never be without a post again!?