Unlocking LinkedIn's Algorithm: The Expert's Guide to Boosting Engagement

LinkedIn Editor in Chief Dan Roth recently made waves in an interview with Entrepreneur, revealing that LinkedIn has once again changed its news feed algorithm - including a change to what makes posts go "viral" going forward.

Roth said LinkedIn's latest algorithm changes are in large part a reaction to the fact that LinkedIn status updates got "too personal" during the pandemic - something platform users aren't fans of.

(In fact, yours truly was featured in a New York Times article about that very topic!)

With these big changes to LinkedIn's algorithm, understanding how to navigate this new terrain is more important than ever if you want your content to be visible on the site.

In this article, we'll delve into the intricacies of LinkedIn's latest algorithm changes and provide actionable strategies to help you maximize your LinkedIn presence.

WATCH: LinkedIn Algorithm Changes & Posting Tips

The Challenges:

LinkedIn's recent algorithm changes have left many users in the dark. The platform's shift from promoting viral content to prioritizing "knowledge and advice" has left many scrambling to adapt.

The challenges are manifold:

1. Understanding the New Algorithm: LinkedIn's new algorithm is complex and multifaceted. It prioritizes posts that share knowledge and advice, rewards meaningful comments, and considers the author's authority on the topic. Understanding these nuances is the first step to leveraging them for success.
2. Creating Relevant Content: With the new algorithm, content must be relevant to a distinct audience. This requires a deep understanding of your target audience and the ability to create content that resonates with them.
3. Establishing Authority: LinkedIn now considers whether the author of a post is an authority on the topic they're posting about. Building this authority takes time and consistent, high-quality content.
4. Engaging Meaningfully: The new algorithm rewards posts that receive meaningful comments. This requires not only creating content that sparks discussion but also actively engaging with these comments.
5. Sharing Personal Perspective: LinkedIn rewards posts that offer a unique perspective or insights. This requires a level of authenticity and vulnerability that many are not used to sharing on a professional platform.

These challenges can have significant impacts on your LinkedIn success. They can lead to decreased visibility, lower engagement, and ultimately fewer leads. But fear not, for every challenge presents an opportunity!

Let's delve into how you can overcome these obstacles and leverage LinkedIn's new algorithm for success.

Overcoming the Challenges:

1. Post Knowledge and Advice: Establish yourself as a thought leader by sharing valuable insights, tips, or expertise in your area. This could be a blog post, a video tutorial, a PDF or slide "carousel," or a simple tip or trick. For example, a marketing consultant might share a post about the latest SEO strategies, while a real estate agent could share advice on buying a first home.
2. Engage with Meaningful Comments: Create posts that invite discussion. This could be a question, a controversial statement, or a thought-provoking idea. Once the comments start rolling in, actively respond and engage with your audience. For example, a business coach might post a question like "What's the biggest challenge you're facing in your business right now?" and then engage with the responses. (Bonus tip: LinkedIn polls can work well for generating lots of comments AND qualified, intent-based leads!)
3. Post Content Relevant to a Distinct Audience: Create content that is specifically tailored to your target audience. This could be industry-specific advice, tips for a particular job role, or insights into a specific market. For example, a financial advisor might share tips on retirement planning for Indiana-based healthcare executives in their 50s.
4. Author Authority: Consistently post content related to your area of expertise and make sure your LinkedIn profile clearly showcases your skills and experience in this area. For example, a digital marketing expert might regularly post about the latest trends in digital marketing and have a profile that highlights their experience and success in this field.
5. Share Personal Perspective: Share your own thoughts, experiences, and insights in your posts. This could be a personal story, a lesson you've learned, or your unique take on a popular topic. For example, an entrepreneur might share their journey of starting a business, including the challenges they faced and how they overcame them.

Parting Thoughts

LinkedIn's new algorithm may seem daunting, but with the right strategies, it presents a wealth of opportunities. By understanding and adapting to these changes, you can boost engagement, generate more leads, and ultimately grow your business. Remember, the goal is not necessarily to go viral, but to demonstrate expertise, provide value to your audience and place yourself as a solution to the issues you're posting about.

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