Understanding the LinkedIn Algorithm: Insights from the Algorithm Report

The LinkedIn landscape is constantly evolving, with its algorithm playing a pivotal role in determining the visibility and engagement of content on the platform. As professionals increasingly rely on LinkedIn for networking, branding, and thought leadership, understanding how the algorithm works becomes essential for maximizing reach and impact. The 2022 Algorithm Report offers an in-depth analysis of these mechanisms, providing actionable insights for content creators, companies, and individual professionals alike. This newsletter dissects the key findings of the report, examining how the latest changes in LinkedIn's algorithm affect user engagement and content reach.

1. The Shift in LinkedIn’s Algorithm: A Focus on Active Content Creators

One of the most significant changes observed in the 2022 report is LinkedIn’s increased emphasis on active content creators. Unlike previous years, where the algorithm offered a relatively balanced reach across users, the 2022 update prioritizes consistently active users. This shift reflects LinkedIn's broader strategy to encourage frequent content creation and engagement, thereby keeping users on the platform for longer periods.

According to the report, content creators with a large follower base and consistent posting schedules are now more likely to appear multiple times within a single scrolling session. This change represents a move towards favoring high-frequency, high-engagement accounts over less active users, which has led to a notable drop in reach for the latter group. The report indicates that 99.9% of all users have experienced a 15% drop in reach and a 10% decline in engagement, while active content creators have seen increases in both metrics by 20-25%.

This shift highlights the importance of not only growing your follower base but also maintaining a consistent posting schedule. For professionals and companies looking to leverage LinkedIn effectively, this means that sporadic posting is no longer sufficient. Instead, a deliberate strategy focused on frequent, high-quality content is essential for maintaining visibility in the feed.

2. The Impact of Engagement Timing and Dwell Time

Engagement timing has always been a critical factor in content success on LinkedIn, but the 2022 report sheds light on the nuanced changes in this area. The importance of engagement in the first 90 minutes after a post goes live cannot be overstated. This initial window acts as a critical test phase for LinkedIn’s algorithm, determining whether a post will be shown to a broader audience or limited to a smaller circle of connections.

The report introduces a two-phase engagement model:

• Fast Growth Phase (First 90 minutes): The algorithm closely monitors engagement during this period. High engagement rates lead to broader distribution in the subsequent hours.
• Sustained Growth Phase (90 minutes to 8 hours): Engagement during this period contributes to the post’s longevity and its potential to gain traction over several days.

Dwell time, which was previously a dominant factor in the algorithm, has seen its influence wane, especially for content formats like Document Posts, Videos, and Multi-picture posts. While dwell time remains important for text posts, the report suggests that the algorithm now places greater emphasis on immediate interaction metrics such as likes, comments, and shares within the initial engagement window.

This shift implies that content creators should focus on crafting posts that not only capture attention quickly but also encourage immediate engagement. Calls to action, thought-provoking questions, and interactive elements like polls can significantly boost the likelihood of early engagement, thereby enhancing the post's reach.

3. Content Format: The Rising Importance of Document Posts and Polls

The 2022 Algorithm Report also highlights the differing impacts of various content formats on reach and engagement. Notably, Document Posts (Slide Decks) have emerged as one of the most effective formats, with reach increases ranging from 2.2x to 3.4x compared to average posts. This trend underscores the growing preference for visually engaging, easily digestible content that can be consumed quickly.

Polls, despite their decline in frequency, remain a powerful tool for increasing reach. The report notes that polls with only two answer options generate the highest engagement, as they are easier for users to participate in. Additionally, polls on individual profiles outperform those on company pages by 50-60%, making them a valuable format for personal branding and engagement.

On the other hand, formats such as video posts have seen a decline in both reach and engagement, particularly when not captioned. The report suggests that captioned videos perform 35% better in reach and 25% better in engagement than non-captioned ones. This finding aligns with broader social media trends, where accessibility features like captions are increasingly important for user engagement.

4. The Role of Hashtags and Tagging in Post Performance

Hashtags and tagging remain integral to LinkedIn’s content strategy, though their impact has evolved. The report advises using between 3 to 10 hashtags per post, with a mix of popular and niche hashtags to optimize reach. Interestingly, while hashtags in comments are searchable, they do not influence the reach of the post itself. Moreover, the position of hashtags within the text (whether in the middle, at the bottom, or in a vertical/horizontal row) does not significantly affect engagement.

Tagging, however, has become more complex. The report emphasizes that while tagging relevant individuals or companies can boost post reach, the opposite is also true—tagging users who do not engage with the post can significantly slow down its growth. The recommendation is to limit tags to no more than 15 per post to avoid penalties from the algorithm.

These findings suggest a more strategic approach to hashtags and tagging, where content creators must carefully consider the relevance and likelihood of engagement from those they tag. Additionally, developing a personal or company hashtag can create a consistent brand presence on LinkedIn, further enhancing reach.

5. Engagement Strategies: Maximizing the Value of Comments and Shares

Among all forms of engagement, comments are the most valuable for boosting post reach, according to the report. Each comment can increase the reach of a post by 4% in the poster’s network and 3% in the commenter’s network. Furthermore, longer comments (over 12 words) have twice the impact of shorter ones, making thoughtful, in-depth comments a powerful tool for engagement.

The timing of comments is also crucial. The report advises against commenting on your own post first, as this can slow down its growth. Instead, responding to comments within the first hour of posting can result in a 20% increase in reach. Additionally, adding multiple comments as the author after 24 hours can relaunch the post in the feed, leading to an average of +25% extra growth.

Shares and reposts, while still valuable, have a different impact. Posts shared by others within the first four hours can see up to 30% extra growth, but reposting your own content is less effective, providing only 4% additional reach. This finding indicates that while shares can significantly boost visibility, they should be complemented with strategic comments and interactions to maximize their impact.

6. Company Pages vs. Personal Profiles: Different Strategies for Different Goals

The report also compares the performance of company pages and personal profiles on LinkedIn, revealing some key differences in how the algorithm treats content from these two types of accounts. Organic reach for company pages has dropped for the third consecutive year, now sitting at around 2.4% of followers. However, engagement from non-employees can still significantly boost the reach of company posts, especially when combined with employee advocacy strategies.

Interestingly, the report notes that polls and document posts perform better on personal profiles than on company pages, while videos and external links fare better on company pages. This suggests that companies should focus on leveraging their strengths—such as using video content and links to drive traffic—while encouraging employees to share and engage with company content to extend their reach.

7. The Future of LinkedIn’s Algorithm: Anticipating Further Changes

As LinkedIn continues to evolve, staying ahead of algorithm changes will be crucial for professionals and companies looking to maintain and grow their presence on the platform. The 2022 Algorithm Report offers valuable insights into the current state of LinkedIn’s algorithm, but it also hints at potential future changes. For instance, the diminishing importance of dwell time and the growing emphasis on immediate engagement suggest that LinkedIn is moving towards a more dynamic, real-time engagement model.

Moreover, the report’s findings on content formats, engagement strategies, and the differences between company pages and personal profiles indicate that LinkedIn’s algorithm is becoming increasingly sophisticated in how it evaluates and promotes content. To succeed on the platform, content creators must be agile, regularly updating their strategies to align with the latest algorithmic trends.

Strategic Adaptation for LinkedIn Success

In conclusion, the 2022 Algorithm Report provides a comprehensive overview of how LinkedIn’s algorithm has evolved and what this means for users looking to maximize their reach and engagement. By understanding these changes and adapting your content strategy accordingly, you can improve your visibility on the platform, whether you are an individual professional or managing a company page.

Key takeaways include the importance of consistent posting, the value of immediate engagement, the effectiveness of certain content formats, and the nuanced role of hashtags and tagging. As LinkedIn continues to refine its algorithm, staying informed and adaptable will be essential for maintaining and growing your presence on the platform.

For those who are serious about leveraging LinkedIn as a tool for professional growth and brand building, the insights from this report are invaluable. By strategically adapting your approach to content creation and engagement, you can navigate the ever-changing landscape of LinkedIn’s algorithm and achieve your desired outcomes.

This newsletter reflects the academic rigor and analytical depth required to understand the complexities of LinkedIn’s algorithm, while also providing practical advice that aligns with your style of writing. It should serve as a valuable resource for your LinkedIn experience.