Are you wondering, as I have been, why your LinkedIn views, ‘likes’ and comments have dropped off in recent months? Was I losing my LinkedIn friends and followers and becoming a LinkedIn Norman no-mates?
I recently discovered that LinkedIn changed its algorithms earlier this year. As a result, reach has dropped by approximately 50% for most creators. You may already be aware of these changes, but if, like me, you’ve been taken by surprise, here’s a summary of the key things you may find it helpful to know. It’s certainly got me rethinking my approach to the content I create and how I share it on the platform.
If you’re fairly new to LinkedIn or are unsure about how to approach it, I hope this post will encourage you to explore ways to enhance your professional profile.
LinkedIn now values expertise over entertainment
If your content invites conversation, discussion, or if you share your personal experiences to benefit others, your posts will be given priority. LinkedIn aims to encourage users to engage in discussion with posts, rather than just receiving ‘likes.’ Viral content, posted to provoke a response rather than conversations, is not considered to add value to the platform and will receive fewer views.
However you chose to present your content, whether formally, through personal anecdotes or stories, it’s your knowledge and expertise that count.
Small is good
The emphasis has shifted to give greater prominence to smaller creators who provide consistently valuable insights. That’s good news if you’re a creator who is trying to get noticed. Authentic engagement will raise your profile more than vast numbers of likes with little reader interaction.
Reasons for the changes
There has been a proliferation of low-quality content on LinkedIn in recent months. Many users have found this frustrating. These kinds of posts should fade, leading to more personalised curated content likely to arrive in your feed.
If your content is attention-grabbing but not useful, the algorithm will penalise you by not prioritising your post. Make sure your posts provide engaging content and add value to your followers. This will also help to enhance your personal brand.
As an Individual creator, you’ll have an edge over big brands. Sharing learning and perspectives to benefit others within your sector will increase your reach. Large organisations will need to become more engaging and engaged with readers and humanise their content to be considered relevant by LinkedIn.
10 Tips on how to make the most of LinkedIn’s new algorithm:
- Treat your post as the start of a discussion or conversation rather than simply sharing information. Ask others for their perspectives or input.
- Hashtags are useful but keep yours to 3-5, max. These will help attract people who are interested in these topics. If you use more than 5 hashtags, LinkedIn will penalise your post.
- You should post regularly but don’t over-do it. If you post multiple times in 24 hours, your newer posts will get less reach. Ideally, post consistently, 2-3 times per week.
- Your post may be de-prioritised if you ask for likes, shares or follows.
- If you have a useful link, post it into the comments, not the body of the post. LinkedIn doesn’t like readers to be directed away from the platform.
- I discovered there is a ‘golden window’ of two hours immediately after you post. If your first degree connections respond well to your post, LinkedIn will share it more widely. 15+ word comments on posts are valued more highly than shorter ones. Make sure you take time to respond to each comment.
- The best times to post content to maximise engagement: 8-10.00am, 12-2.00-pm and 5-7.00pm. Post mid-week, Tues-Thursday.
- Make sure your post features an image. Posts with an image attract more engagement than those without. Personal photos significantly outperform stock photos.
- Mobile-friendly vertical videos perform much better than other video formats. 1-2 minutes is the optimal length. Make sure you include subtitles/captions as not everyone watches videos with audio.
There are further helpful in-depth tips at www.botdog.co if you’re a LinkedIn keen bean and would like to learn more.
What are your tips for increasing engagement? What’s worked for you? Do share, so we can all benefit from the LinkedIn hive mind.