Navigating LinkedIn's new algorithm: Embracing the shift to knowledge-based content

LinkedIn has introduced significant alterations to its algorithm, influencing the visibility of posts in our feeds. The update is a direct response to user feedback and changes in platform usage, particularly since the commencement of the pandemic.

These algorithm adjustments are aimed at curbing the influx of personal and family photos typically found on other social platforms and discouraging users from exploiting the algorithm to increase likes, followers, and shares. As a result, some posts may now receive less visibility, while others that hit the correct algorithmic signals gain a broader audience.

"People are finding more value in their feeds," Alice Xiong, Director of Product, LinkedIn Search, says.

Since the algorithm updates, LinkedIn has seen an 80% reduction in feedback requesting diverse content in user feed surveys.

So what implications does this have for future content creation? How can businesses ensure optimal reach for their posts?

Businesses must mould their content to align with the updated algorithm's preferences, favouring sharing insights, opinions, or advice.

"We hope to see you cultivate a community centred around knowledge-sharing that showcases your unique expertise," Dan Roth, Editor in Chief, VP at LinkedIn, advises.

This significant algorithmic shift will likely impact how businesses share posts, necessitating creative strategies for success. But how?

On a personal level, maintaining a vibrant network remains vital. "People value content grounded in knowledge and advice, especially from people they know and trust," says Xiong.

So far, user responses to this algorithm update have mainly been positive, with LinkedIn noting a 10% increase in users viewing posts from individuals they follow.

Think Audience First

Roth elaborates, "I like to think of every piece of content as having its total addressable market. The question is, who are you trying to reach?" The LinkedIn platform is also calculating this factor. It reviews each post and assesses its relevance to different audiences.

The way you construct your post will determine its reach. For example, a personal update might only be relevant to your closest connections, attracting fewer impressions. Alternatively, a post about "The influence of Marketing & AI on the payments industry" could resonate with a broader audience. LinkedIn's algorithm will present that post to people interested in that type of content.

"Advice for creators is to consider the unique knowledge they can share to help others," says Xiong, "this will likely ensure your content reaches the right audience."

LinkedIn also monitors the consistency of the content its users share. LinkedIn's algorithm notices when a user without a background in a particular field suddenly posts about it. In these cases, impressions and reach are limited compared to a person with better authority.

Comments: Quality over quantity

Previously, LinkedIn amplified posts with high comment volumes. This led to the creation of 'engagement groups,' where users agreed to quickly like and comment on each other's posts to boost their reach. With the new changes, LinkedIn reduces these tactics' reach and rewards meaningful comments. The algorithm can swiftly differentiate genuine from insincere comments.

Author authority

No when you post on LinkedIn, the platform isn't just evaluating the merit of your post. It also assesses whether you have authority in the topic you're discussing.

"Having professional profiles of record," Roth points out, "helps us ensure that we deliver the right content to the right people."

These alterations have already begun to impact our feeds, and feedback indicates an improved user experience. 98% of posts related to professional knowledge were deemed valuable, even if they were from people outside the user's direct networks.

Infusing posts with personal perspective

An example Xiong shares from her personal experience helps illustrate this point. "I once shared a post that combined a humorous sign with some empowering advice, remarkably attracting over 2 million impressions". Xiong explained.

"My post was a successful mix of share, opinion and advice."

The LinkedIn algorithm considers these types of decisions when categorising and prioritising posts. Adding your unique insights or perspectives to your posts can significantly increase their visibility and engagement.

The vision of success on LinkedIn

Roth and Xiong encourage users to focus on reaching the right audience, not just expanding their follower count. LinkedIn is like a digital workplace; just as one conversation isn't relevant to every employee, a single post shouldn't aim for universal appeal. Roth argues, "If something isn't going viral in the workplace, it shouldn't go viral on LinkedIn."

Adapting to change

So what does this mean for your social posts?

The limited reach of impressions to some posts will remain low unless we adapt to align with the platform's evolving interests. The focus now is "more knowledge-based content and fewer selfies" and less gaming the system.

Now is the time to nurture more profound connections with our audiences by embracing the positive shift towards share, opinion and knowledge-based posts.