TGC #45: Free playbook – The LinkedIn algorithm in 2024

I sent at the middle of this year an issue about the LinkedIn algorithm and the way I’m seeing the future of the platform for creators.

I noticed a lot of interest in the topic so I decided to end this year with a free playbook about the LinkedIn algorithm in 2024.

(Yep, this will be the last issue in 2023. The next one: January 12th, 2024)

It’s a mix of the research I did a couple of months ago, a new one recently, and the things I observed during this period.

Please be aware that this isn't about hacks – it’s about understanding the way LinkedIn is trying to build the platform so you can be ahead.

1. Your strategy in 2024 shouldn’t be about virality

I’ll quote Dan Roth, Editor in Chief at LinkedIn:

“When things go viral on LinkedIn, usually that's a sign to us that we need to look into this because that's not celebrated internally.”.

The idea is pretty simple: if a piece of content gets viral, then maybe it wasn’t very specific, so that’s why virality won’t be rewarded.

Probably nobody will be penalized for this, but it’s a good sign to focus on a specific message to a specific target market.

2. Educational content should get both visibility and clients

It seems LinkedIn is trying to “stand out” in the world of social media platforms and focus on educational content.

“For us, the most important part of the equation is: Do we believe we're helping our members be and feel more productive and more successful?”.

So make sure your goal will be about helping people grow, learn something new, become a better version, etc.

3. Subject-matter experts could grow exponentially

“We are looking to see that you are building a community around content, and around knowledge-sharing that you are uniquely qualified to talk about.”.

It seems LinkedIn will use your profile as a reference to see if you’re qualified to talk about a certain topic or not.

This is an interesting move to show the right type of content to the right people. Here you can see an example too:

“He has zero background in geology, so what would happen if he posted on LinkedIn about how to be a great geologist?”.

“LinkedIn has an obligation to be like, 'Hey, this is not the highest quality content, Dan has none of the skills in this area, and we have not seen him have success with geology content in the past’.”.

4. Expect to see waves in your reach, based on the content

LinkedIn is trying to make its content as relevant as possible to your audience – this means that not everyone should see all of your posts.

For example, if you’re sharing something about your family, that piece of content may be relevant only to your closest connections, because they have the biggest chance to have more context.

But if your next post will be about B2B marketing, then it can be valuable and of high interest to a different category.

5. The death of “Great post!”

“Great post!”, “Awesome”, or “Interesting” would no longer be considered as a positive engagement signal.

The goal should be to try to get valuable comments from your community and turn those comments into conversations.

“Our system is like, 'This is a conversation, and people want to be part of this conversation. Show this to more people.”.

Another interesting aspect is that it’s important who engages with your content too.

If your post is about SEO, and a lot of SEO professionals engage with that piece of content, LinkedIn takes it as a positive signal.

The LinkedIn algorithm is definitely not perfect at the moment (and probably will not be in the next 6 months).

But it’s pretty clear what the path LinkedIn is trying to follow with these “rules”.

Personally, I won’t expect miraculous results, but in the long run I think creators considering these will only have to win.

P.S.:

I want to thank you for being part of my community in 2023. I will try to deliver much more in 2024 to reward your support.

I wish you a Merry Christmas and a Happy New Year!

We’re increasing our pricing at Demand Hive starting January 1st, 2024.

So this might be your last chance to solve your growth problems using proven strategies and marketing leadership, 30% to 50% cheaper.

Book an intro call with me here, let's meet each other, and see if this might work for you – no obligations.