Mastering LinkedIn's New Algorithm

A Guide for Professionals

As the CEO of Linkability.us , I've noticed a refreshing change on LinkedIn, the world's largest professional networking site. After years of bending to the viral content phenomenon, LinkedIn is making significant strides to restore its professional roots. Through key algorithm changes, the platform now emphasizes quality over quantity and knowledge over virality. For me, this shift couldn't come soon enough. In this article, I'll explore these changes and what they mean for you, the user.

LinkedIn's new algorithm approach distinctly differs from other platforms where virality is king. According to Daniel Roth, LinkedIn's editor-in-chief, the platform focuses on promoting content that is informative, relevant, and rooted in knowledge. As the founder and CEO of Linkability, I have a deep-rooted relationship with LinkedIn. In the realm of Digital Marketing and B2B Social Media, we're akin to connoisseurs of LinkedIn. So, hearing about their shift to a more professional focus, I can't help but crack a grin. We've got Facebook for our cat videos, after all. Here's to LinkedIn stepping back into the business spotlight where it belongs!

The Motivation Behind LinkedIn's Algorithm Changes

Let's delve into the reasons behind these changes. LinkedIn's activity has expanded exponentially in recent years, reporting a 42% increase in content shared and a 27% increase in content viewed between 2021 and 2023. An influx of new users has also been recorded, with three professionals joining the platform every second.

During the pandemic, a trend of users sharing more personal content, similar to Facebook posts, was noticed. This sparked complaints from users desiring a feed more relevant to their professional lives. Thus, LinkedIn decided to re-engineer its algorithm to accommodate its users' needs more fittingly.

Major Changes Focusing on Relevance

There are two major alterations to LinkedIn's content distribution strategy:

1. Increased Visibility for Your Followers: LinkedIn is now giving your posts more visibility among your followers. The reasoning is straightforward: users find content most valuable from people they know and respect. Since this change, LinkedIn has reported a 10% increase in people viewing posts from individuals they follow.

2. Prioritizing Informative Content: LinkedIn is now pushing content that provides "knowledge and advice." The platform assesses the informational value of a post and shares it with users who might find it beneficial. This update has led to nearly a 40% increase in users viewing informative content from individuals outside their network.

These changes imply that LinkedIn's algorithm now scrutinizes whether a post provides valuable insights and presents it to users who might benefit from the information.

How LinkedIn's Algorithm Defines Knowledge and Advice

The challenge lies in how LinkedIn's algorithm discerns which posts contain genuine knowledge and advice. LinkedIn's approach to determining knowledge and advice is based on several metrics:

1. Relevance to a Specific Audience: Every post is evaluated for its relevance to a specific audience. For instance, a post about B2B marketing will be shared within that community. The key for creators is sharing knowledge to assist their target audience.

2. Expertise of the Author: The author's credibility is a critical determinant in evaluating the post's value. LinkedIn's algorithm will limit the reach of your post if you're discussing a topic outside your area of expertise.

3. Quality of Comments: LinkedIn now focuses on meaningful engagement based on the quality of the comments. Posts with substantial comments contributing to a discussion are more likely to be promoted by the algorithm.

4. Unique Perspective: Posts that offer personal insights or opinions, rather than generic information, are more likely to be promoted.

Redefining Success: LinkedIn's Vision

LinkedIn's perspective on 'success' has undergone a significant transformation. In this new paradigm, accumulating likes and followers isn't the primary aim. LinkedIn encourages its users to focus on reaching the right audience with their content, solidifying the shift toward quality over quantity.

To succeed on LinkedIn now, focus on creating quality content that is relevant and valuable to your target audience.

LinkedIn Algorithm Changes: What's No Longer Working

Previously, savvy LinkedIn users found ways to increase their visibility and engagement by gaming the system. However, these methods may not be as effective with the recent changes.

LinkedIn Engagement Pods, informal groups of LinkedIn users who interact with each other's posts to boost engagement levels, are likely to lose their effectiveness. With the new focus on meaningful engagement and substantive comments, gaming the algorithm in this way might not yield desired results.

LinkedIn carousel posts have also gained attention in recent years. These posts allow users to share multiple images or slides within a single post, providing an interactive way to share content. However, LinkedIn has decided to curb the overuse of carousel posts and no longer allows multiple images in a single post.

Finally, we may be saying goodbye to selfies on LinkedIn. Once a debated topic, it appears that the algorithm changes will decrease the reach of these types of posts, in line with the platform's shift back to professional content.

9 Ways to Gain Visibility Without Trying to Game LinkedIn's Algorithm

With these changes in mind, here are nine strategies to leverage LinkedIn's algorithm changes and deliver meaningful content:

1. Understand your audience.

2. Share expert knowledge.

3. Stay in your lane.

4. Encourage meaningful engagement.

5. Be consistent.

6. Incorporate personal insights.

7. Respond to comments.

8. Leverage different content types.

9. Keep virality in check.

LinkedIn's algorithm changes mark a shift in focus from popularity to relevance and quality. This refreshing change on LinkedIn is the start of a new chapter for seasoned users. As we move away from the clutter of viral content and lean towards quality professional content, we can anticipate an even more valuable networking platform. With the renewed focus on industry-specific information, expert knowledge, and relevance, LinkedIn can become an even more efficient tool for professional growth.

Remember, LinkedIn was always about making valuable connections and expanding your professional network - not for showcasing your vacation selfies or getting the most likes on your post. This shift is a much-needed reminder of the platform's original purpose.

As professionals, we are responsible for ensuring that we contribute to maintaining the platform's integrity. We should strive to share content that adds value to our network, fosters meaningful conversations, and aligns with our professional goals. In my opinion, this is how we can truly leverage LinkedIn to its full potential.

As someone whose life's work revolves around enhancing digital connections, I welcome LinkedIn's decision with open arms and a chuckle. Here's to fewer viral videos and more meaningful professional discourse. I'm certain that LinkedIn, staying true to its professional roots, will continue to be an indispensable resource for professionals around the globe. Onward and upward, LinkedIn!

And if we ever feel the urge for a bit more lighthearted content, well, there's always Facebook. Or TikTok. Or Snapchat. The cat videos will always be just a click away.

The Moving Forward Newsletter is a bi-weekly advice column by Kim Peterson Stone, the CEO of Linkability.us where we give you a peek behind the curtains into what it takes to put together campaigns that help you grow your business and career on LinkedIn and in Real Life. 

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