LinkedIn’s algorithm shift: more focus on insightful long-form content
LinkedIn is coming up with a new feature ‘Suggested Posts’. What did it say lately? Read on:
In most social media platforms content lives and dies on the newsfeed very quickly. But, LinkedIn wants to make sure all its insightful content surfaces whenever its niche audiences need it.
Hence the algorithm updating. The goal is to actively match users with relevant content based on their needs at the moment rather than simply displaying the most recent posts.
LinkedIn doesn’t want to be just another content creator platform. Rather it wants to be an active content match-making platform. Its new algorithm is set to recognize what individual users are interested in, and then surfacing relevant posts regardless of when they were created.
If you have quality posts with insightful, long-form, and in-depth content, LinkedIn will make it alive by suggesting them to niche audiences long after publishing.
With these algorithm changes, LinkedIn also wants to address the claim of declining organic reach. Their priority is targeted value over mass reach.
What marketers should do:
- Creating more ‘knowledge and advice’ driven content
- Engaging with niche professional groups and building strong connections with key subsets rather than spraying content across the platform
- Embracing long shelf-life content and its series
- Having writers’ core expertise, amplifying posts that drive meaningful conversations in the comments, and more
What not to expect:
- Mass reach — it has become less important in today’s LinkedIn world
- Hypothetical hacks to crack the algorithm — instead, keep a close eye on your audience analytics to see what content resonates.
LinkedIn is against virality as they clearly stated in its previous algorithm update. Read on to know what they brought in the previous algorithm changes.
