Mastering the LinkedIn Algorithm: Your Guide to Maximising Reach and Engagement

I have recently been doing a deep dive into how LinkedIn works for content creators and specialists like me. Perhaps one of the most interesting and informative pieces of advice I have found on the subject is a recent blog post by Hootsuite writer Christina Newberry . The post is called ‘How Does the LinkedIn Algorithm Work? [2024 Changes Explained]’ (link in comments).

This article is a summary of all the key points mentioned in the Hootsuite post, plus some additional thoughts on the subject.

Read on to discover how to use LinkedIn to increase network engagement and content reach.

In the vast universe of social networks, LinkedIn stands out as a unique platform. Unlike other social media channels, LinkedIn’s algorithm is specifically designed to prioritise relevance over virality. This difference fundamentally alters how content should be crafted and shared. As we approach 2025 (already!), understanding these nuances is crucial for anyone aiming to make an impact on LinkedIn. Here’s how you can navigate the LinkedIn algorithm and optimise your content for maximum reach and engagement.

Understanding the LinkedIn algorithm

The LinkedIn algorithm is a sophisticated recommendation system that curates the content each user sees in their feed. With over 950 million members and billions of posts processed daily, the algorithm’s primary goal is to enhance user experience by presenting high-quality, relevant content. This focus means that LinkedIn isn’t the place for viral content but rather a platform for sharing professional knowledge and updates.

How the algorithm works

Spam detection

The algorithm determines if a post violates LinkedIn’s spam guidelines. Content designed to artificially boost engagement, such as reaction polls, chain letters, or excessive and irrelevant comments, is filtered out.

Engagement testing

Posts that pass the initial spam check are then evaluated based on engagement signals. Meaningful interactions, especially comments from professionals in relevant fields, are highly valued.

Content delivery

The visibility of a post is influenced by three main signals:

1. Identity: Posts are more likely to be seen by first-degree connections and those who share similar professional backgrounds.
2. Content relevance: The algorithm assesses the content's relevance based on its performance and the professional interests of users.
3. Member activity: Users' past interactions with similar topics and people influence the content they see.

Recent changes to the LinkedIn algorithm

In June 2023, LinkedIn rolled out significant updates to its algorithm. These changes, driven by user feedback, focus on surfacing knowledge-sharing content and strengthening connections among users. Now, your content is more likely to be seen by your immediate network, emphasising the importance of providing valuable professional insights.

Strategies for success on LinkedIn

To leverage the LinkedIn algorithm effectively, here are some key strategies:

Make it relevant

• Share content that aligns with both your expertise and your audience's interests. LinkedIn favours posts that demonstrate professional knowledge and advice.

Use rich media

• Posts with images get twice as many comments, and videos get five times the engagement.

Optimise posting times

• Schedule your posts when your audience is most active. Generally, 1 p.m. on Mondays is a good starting point, but tailor this based on your specific audience's behaviour.

Promote (but don’t shout)

• Share your posts with relevant groups on LinkedIn. Share your posts (via LinkedIn social buttons or direct links) to your other social media platforms and sites. Use headlines that capture attention but aren’t ‘spammy’. Tag individuals and companies, use strategic keywords, and share with your newsletter subscribers.

Use relevant hashtags

• Use specific branded hashtags, like #detailmastery, which can create communities around your content. Don’t overdo hashtags and make them specifically relevant to the focus of your post/article – Use 3 to 5 hashtags per post. Using too many hashtags can make your post look spammy and unprofessional, but too few might tap into the algorithm’s capabilities.

Avoid outbound links

• LinkedIn prefers to keep users on the platform. Posts without outbound links perform better, so if you need to share a link, place it in the comments.

Engage with your audience

• Ask questions that provoke thoughtful responses. Engage with the comments to foster active discussions.

Create content that is unique and valuable

• Share unique perspectives and insights. Original posts with your professional take will resonate more and encourage engagement. Offer value to your audience with content and advice that is robust, actionable, and relevant.

Network strategically

• Connect with professionals in your field and keep your profile updated. A robust network enhances the reach and relevance of your content.

Do your research

• Research and analyse what types of posts perform best using tools like Hootsuite Analytics. Use these insights to refine your content strategy.

Is your content suitable for LinkedIn?

• Keep your posts professional and relevant. While authenticity and humour are welcome, the focus should remain on professional insights and updates. Keep emojis to a minimum if you must use them. Remember, LinkedIn is a ‘professional’ networking community. Check out other top-performing posts to get a feel for what works.

Take action

• As we head into 2025, mastering LinkedIn's unique landscape will be essential for anyone looking to make a significant professional impact.

Navigating the LinkedIn algorithm requires a strategic approach that balances relevance, engagement, and professional value. By understanding the algorithm and leveraging these strategies, you can ensure your content reaches and resonates with your target audience.

By following these tips, you can optimise your LinkedIn content to not only reach a wider audience but also foster meaningful professional connections and discussions. Happy posting!

Feel free to share your thoughts and experiences with the LinkedIn algorithm in the comments below. Let’s continue the conversation and learn from each other!

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See comments below for source links and a free download from Hootsuite about growing your LinkedIn audience.

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