It would be great if all of your posts were delivered to all of your contacts, but it doesn’t work that way. LinkedIn’s algorithm determines how widely your posts will be seen. Their mantra is “people you know, talking about the things you care about.”
From a user’s standpoint, it makes your newsfeed much more relevant and enjoyable. From a poster’s standpoint, it makes understanding LinkedIn’s logic really important. Here are eight tips for helping the algorithm work in your favor.
1. Engage Others Generally
When you comment on or share other people’s posts, they notice, and become more likely to engage your posts in return. If you spend more time giving, you’ll get much more in return.
2. Engage Others Strategically
When you engage with a prospect, key client, or referral alliance, it signals to LinkedIn that you know each other. Since LinkedIn prizes “people you know,” this is a powerful way to make sure these key contacts see your future posts.
3. Generate Comments, and Engage with Them
Comments are weighted more heavily than likes in LinkedIn’s algorithm. More comments equal more reach. Generate them by posting content that asks a question like, “Which of these options would you choose” or “What’s been your experience with this?”
4. Reply to Your Comments
When people comment on your posts, comment back to them every time and as quickly as possible. You may even want to do this more than once. Your first comment back could be “Thanks for sharing.” Then you might add another that says, “I hope you and your boys are doing well.” Every interaction helps trigger the algorithm.
5. Solicit Engagement Directly
Ask your friends and colleagues to engage with key posts when they launch. When it happens soon after your post goes live, it tells LinkedIn this is a post worth spreading.
You can also tag people in your post. That said, don’t “spam tag” people. Only tag people that are relevant to the and with whom you’ve built some online rapport.
6. Post Content That is Worthy of Engagement
This may be the most important tip on the list — if you’re auto-posting a bunch of canned content, good luck. This is the strategy of 90% of the advisors we see and it’s not effective. Raise your game with better graphic design and more personal posts.
7. Keep People on the Network
It’s important to understand how these networks make money… serving ads. They can only do this if people stay on their social network. Thus, your goal is to create content that delivers its full value on the social network. This is content that doesn’t require the viewer to leave the scroll.
If you are constantly posting third-party articles driving people away from the network, LinkedIn will throttle your reach.
8. Dwell Time is Critical
LinkedIn rewards posts with high “dwell time.” This metric measures how long someone spends looking at an update.
“At a high level, each update viewed on the feed generates two types of dwell time. First, there is dwell time “on the feed,” which starts measuring when at least half of a feed update is visible as a member scrolls through their feed. Second, there is dwell time “after the click,” which is the time spent on content after clicking on an update in the feed.”
Thus, your objective is to create content that hooks the viewer and keeps them for as long as possible.
Understanding the LinkedIn algorithm is critical if you want to get the most reach out of your posts. The goal is to release consistent, high-quality content and for it to actually appear in the newsfeeds of your clients, prospects, and centers-of-influence. This type of awareness and thought-leadership strategy takes effort but pays big dividends in the long run.