Big changes in LinkedIn Algorithm! Creators or brands - Who will win the game?

LinkedIn is against viral content. Yes, I am not exaggerating at all. Before we dive into the latest changes in the algorithm, let me share the comment made by Dan Roth, Editor in chief of LinkedIn.

“When things go viral on LinkedIn, usually that’s a sign to us that we need to look into this because that’s not celebrated internally”

So, what content does LinkedIn like most:

· Posts that are grounded in knowledge and advice

· Posts that speak to the desired audience in your fan base in the first place

· Posts that reflect your expertise

· Posts that have meaningful comments from the desired audience

· Posts that have your opinion and perspective with advice

· Posts that is written in your core subject area and that help LinkedIn evaluate you as a professional

So virality is not a factor in the algorithm of LinkedIn.

Let’s come to the point. What changes happened on the LinkedIn feed?

· If you post on LinkedIn, it is more likely that your followers will see your post first

· Posts that share “knowledge and advice” are now prioritized throughout the platform

This is the counterbalance to the change above — and it’s a primary way that your posts can reach people outside your fanbase as well.

Before, LinkedIn’s algorithm amplified the most engaging (viral) content. When work and personal lives merged a few years ago, the platform saw an influx of personal content reminiscent of what you’d see on Facebook. With the change in posting style, membership and engagement grew, but also caused a lot of irrelevant content to float to the top of users’ Feeds.

The new LinkedIn system uses certain metrics to evaluate content: Relevance, Expertise, and Engagement.

Will this change affect the brand? And how?

Yes, the algorithm may limit the reach and engagement of your brand’s post — if the content lacks certain elements like industry insight, rationalization about industry perspective change, information that adds value addition to the audience’s life etc.

The algorithm would influence the way content is prioritized in users’ feeds. It would make it harder for your brand to reach the existing fan base as well as a wider audience. So, it clearly indicates that LinkedIn wouldn’t favour salesy content that contains the promotion of a product or service. No?

Even the cost and effectiveness of sponsored content and ads may vary based on the platforms’ priorities and users’ behaviour under the new algorithm.

Then? What do you suggest here for the brand? Should brands need to be more strategic in creating content to align with the new algorithm’s preferences? LinkedIn has become a ‘Pay-To-Play’ platform for brands.

You can’t always go with paid campaigns. What can you do straightforwardly to increase reach, visibility and engagement to your brand posts?

You can leverage employee advocacy without breaking the bank.

Allocate the right employees to share your brand’s content and engage with it with a significant perspective. You need to develop a structured approach to mobilize the ideal employees for sharing and engaging with your brand’s content. This practice should aim to promote the brand and its content through employees who possess the appropriate perspective.

By doing so, you can greatly enhance your brand’s reach and bolster its credibility. Thus, it may influence the new algorithm of LinkedIn.