2022 Updates to the LinkedIn Algorithm
June 05, 2022
2022 Updates to The LinkedIn Algorithm
The algorithm. Let's talk about it. A term that is often thrown about in the online world but one that few truly understand. It's ever changing and picky, leaving others enraged about what content is prioritized and promoted online. The same goes for LinkedIn. With around 66.8 million users on the platform in 2022, LinkedIn has to be picky with what content gets the most impressions.
So, what do we know about the algorithm? And what can we do to really beat out competition online? Social media efforts are fruitless without actual users viewing, interacting, and remembering your content and brand.
Today, we're going to review what we know about LinkedIn's algorithm changes in 2022 so that you can stay in the newsfeeds of your network and increase your digital footprint!
What Is The LinkedIn Algorithm?
The "Algorithm" is LinkedIn's formula to determining what your feed looks like as a user, no matter what the source is (Company page, user, topic, etc.). This algorithm works on a large scale, determining how the newsfeed displays for millions of users. While the concept of the mysterious "algorithm" can be daunting (just like "the cloud") - knowledge is power. The more you know about LinkedIn's algorithm, the more you can increase your digital footprint online!
How The Algorithm Divides Content
There are three categories that your content can be divided into on LinkedIn. Whenever you post to the platform, a bot organizes your post into one of these three buckets: spam, low-quality or clear. You want your content to be organized in the clear category so that you can maximize your reach! Once your content is deemed credible, LinkedIn will then test your relevance and usefulness before choosing to display it to their users.
What Happens When You Post to LinkedIn
1. Passing Through the Initial Filter
Whether you are posting an image, text or video to LinkedIn, your content will be placed into one of the three categories mentioned in the previous section. Focus on producing authentic organic content so that you too can be sorted as a "clear" source and pass this first checkpoint. If your post is placed in the "low quality" category, don't lose hope. It could still pass through to other levels in the posting process!
2. Beta Testing Session
After your content is categorized, your content will then begin a beta testing period. This is where bots will determine how popular your content is among your audience. Essentially, they beta test performance by displaying it to a small fraction of your followers. In this phase, the main goal of your content is to avoid users "hiding" your content from their newsfeed. This happens when someone reports your content as spam to the platform. It's also important that your post receives enough engagement to qualify as not spam. Before posting, ask yourself if you are posting too much content, if your post is offensive, or if your post is relevant to your online audience.
3. Content Scoring
Now for the fun part! During the content scoring process, this is where LinkedIn decides how popular your post is. The way your followers interact with your posts have a large effect on how your post scores, overall. Comments weigh more than likes in the grand scheme of points, and a share will get your post in front of a whole new network of individuals. This score will ultimately play the largest role in how your post performs, but you have to pass the first two steps to really maximize the benefits of content scoring. The key theme here is to ensure that LinkedIn deems your post as high-quality!
4. Real People Assessment
Once you have generated a significant response in step #3, your post will successfully arrive at the last step in the algorithm's process! This is where your post is placed in front of "genuine" LinkedIn users. They read every post and decide whether to share your content to more users. If your content is doing well, the users will decide to share your content with those outside of your internal network. This is when you are displayed as "trending content" on the LinkedIn app or when you appear in their topical newsfeed.
How Do I Work with The Algorithm to Be Seen More?
1. Research Your Optimal Time to Post
Do you know when your network is most likely to interact with your content on LinkedIn? It's important to consistently test out new theories so that you can see when you receive the most success rates. Keep in mind the locations, time zones, and daily habits of your followers when sending out that post.
2. Lean Into LinkedIn's Favorite Content
LinkedIn is just like any other business, and they have a business goal in mind that they'd like to further. Their focused niche is in the professional world, meaning they prefer personal posts revolving around news, careers, and timely content relevant to business for both owners and employees. Know which industry that you operate in and focus on how you can help others grow in whichever lane makes since for your company. This can be done through visual content with images or videos, or articles, both curated and third party.
3. Optimize Your Content for Engagement
Since engagement is such a large contributor to how your content scores on LinkedIn, it's important that engagement is always a primary goal in how your posts are crafted. Sometimes, the best way to get something is to ask! Try out different styles of posts like polls or team photos to really garner as many conversations as you can in the comment section.
4. Make The Most of Reactions and Comments
Point #4 is an important follow-up to the previous point! A conversation is a two-way street. Once you receive engagement, make sure that you are holding up your end of the deal by commenting back. Don't be shy! Give their comment a like to show that you are a responsive and active source on LinkedIn.
5. Curate a Strategic Network of Followers
It's tempting on LinkedIn to connect with anyone and everyone so that you can have that shiny "500+ connections" badge on your profile. And while that number does indicate a sense of reliability in your online presence, it's important to curate a strategic network of followers on LinkedIn. That way when you post, your audience works with you, not against you. It's important to LinkedIn's algorithm that your posts rank well organically. Your posts will always struggle if LinkedIn sees that your audience isn't interacting with your content. To avoid this issue, make sure that those in your network will relate to your content well and help you improve your quality score!
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