Decoding the Latest LinkedIn Algorithm Changes: What’s Hot, What’s Not

Melonie Dodaro  •  LinkedIn

LinkedIn Algorithm Changes

Quality over quantity and professionalism over “viral” reigns again with LinkedIn’s algorithm changes. The world’s largest business network is trying to regain the professional nature of the platform that it was always known for until recent years, and all I can say is that it can’t come soon enough!

Social media has become crucial for many businesses and professionals in today’s digitally driven world. LinkedIn has carved a unique niche among these platforms as a professional networking site. But, like all social media platforms, understanding LinkedIn’s algorithm is crucial for maximizing your reach and engagement. Considering recent changes, the focus has shifted to emphasize knowledge and advice.

LinkedIn’s Algorithm: The Driving Force Behind Your Feed

LinkedIn’s algorithm, the unseen force that decides what content you see and don’t see on your feed, has undergone significant changes recently. LinkedIn wants a different approach, unlike other platforms where viral content reigns supreme. 

According to Dan Roth, LinkedIn’s editor-in-chief, the platform isn’t interested in promoting viral content. Instead, it celebrates content that is informative, relevant, and grounded in knowledge.

I don’t know about you, but this is good news for me. I thought we lost LinkedIn to the dark side of Facebook’ish-ness. Yes, I like to make up words. 

It wasn’t only me who was fed up with selfies.

Understanding the Motivation Behind LinkedIn’s Algorithm Changes

LinkedIn’s activity has grown exponentially in recent years, with a 42% increase in content shared and a 27% increase in content viewed between 2021 and 2023.

Additionally, it records three professionals joining every second. During the pandemic, LinkedIn saw a trend of users sharing more personal content, often mimicking the type of posts seen on Facebook. 

However, this led to complaints from users who wanted their feeds to be more professionally relevant and informative. Thus, LinkedIn decided to revamp its algorithm to make the content more fitting to its users’ professional needs.

LinkedIn’s Algorithm Changes: Major Changes Focusing on Relevance

The LinkedIn algorithm changes have led to two primary alterations in the way content is distributed on the platform:

1. More Visibility for Your Followers

LinkedIn now prioritizes showing your posts to your followers. The rationale behind this is simple: users find content most valuable from people they know and respect, hence the algorithm change. Since this update, LinkedIn has noted a 10% increase in people viewing posts from individuals they follow.

2. Prioritizing Informative Content

The second big change in LinkedIn’s algorithm is prioritizing posts that provide “knowledge and advice.” LinkedIn now evaluates the informational value of a post and then shares it with users who might find it useful. 

This change has led to a nearly 40% increase in people viewing informative content from individuals outside their network.

This reorientation now means LinkedIn’s algorithm evaluates whether a post provides valuable insights and then showcases it to other users who may find the information applicable and beneficial.


How LinkedIn’s Algorithm Distinguishes ‘Knowledge and Advice’

The challenge for LinkedIn’s algorithm is determining which posts contain genuine knowledge and advice. According to Roth, LinkedIn wants its users to build a community around content they are uniquely qualified to discuss. LinkedIn identifies ‘knowledge and advice’ through several metrics:

1. Relevance to a Specific Audience

Every post is evaluated for its relevance to a specific audience. LinkedIn’s algorithm discerns who might find a post relevant, ensuring the content reaches the right audience.

For instance, a post about B2B marketing will be shared with individuals in that community. The key for creators is sharing knowledge to help their target audience.

2. Expertise of the Author

LinkedIn also evaluates the author’s authority and expertise on the topic they’re posting about. The author’s credibility is a crucial determinant in evaluating the post’s value. 

LinkedIn’s algorithm will recognize this and limit the reach of your post if you’re posting about a topic you have no background in.

3. Quality of Comments

Unlike other platforms that reward posts with a high number of comments, LinkedIn now focuses on meaningful engagement based on the quality of the comments. So, posts with meaningful comments that contribute to a discussion are more likely to be promoted by the algorithm.

4. Unique Perspective

LinkedIn’s algorithm also considers whether a post provides a unique perspective or insight rather than generic information. Posts that offer personal insights or opinions are more likely to be promoted.


Redefining Success: LinkedIn’s Vision

LinkedIn’s perspective on ‘success’ has undergone a notable transformation. In this new paradigm, accumulating likes and followers is not the primary aim. Instead, LinkedIn encourages its users to focus on reaching the right audience with their content, reinforcing the shift towards quality over quantity.

This will not stop users from aspiring to gain many likes and followers on LinkedIn, but they are less likely to see results from it. LinkedIn’s algorithm is going to stop rewarding viral content. The platform views itself as a digital workplace where no single piece of content should be relevant to everyone. So, if you’re looking to succeed on LinkedIn, focus on creating quality content that is relevant and valuable to your target audience.

For more reading on these recent changes to LinkedIn’s algorithm, Jason Feifer from Entrepreneur did a fantastic interview with Dan Roth and Alice Xiong from LinkedIn here: LinkedIn Changed Its Algorithm – Here’s How Your Posts Will Get More Attention Now.

LinkedIn Algorithm Changes: What’s No Longer Working

For many professionals, LinkedIn serves as an essential tool for networking, business development, job hunting, and staying informed about industry trends. Like any other social media platform, LinkedIn uses an algorithm to determine which posts appear in a user’s feed. Understanding this algorithm can be crucial in boosting your visibility and engagement on the platform.

As already mentioned, LinkedIn’s algorithm now prioritizes content based on a variety of factors, including relevance to the user and the degree of engagement a post receives. It also considers the relationship between the user and the person or page posting the content. With all these elements at play, gaining traction on LinkedIn can feel like a formidable task.

Savvy LinkedIn users have, in the past (and I’m sure they will again), found ways to increase their visibility and engagement on LinkedIn by gaming the system. It looks like many of these ways will stop being effective with the most recent changes; at least, that’s what I hope. 

Here’s what is likely to stop working:

LinkedIn Engagement Pods: An end to gaming the algorithm?

One such method that has gained attention in recent years was the use of LinkedIn engagement pods. 

LinkedIn engagement pods are informal groups of LinkedIn users who have agreed to interact with each other’s posts to boost engagement levels. The members of these pods often like, comment on, and share each other’s content, thereby increasing visibility and engagement.

The idea behind engagement pods was simple: by creating a network of active engagement, members can trick the LinkedIn algorithm into thinking their content is highly popular and relevant, thus increasing its visibility. But while the concept may seem ingenious at first glance, it also raises questions about the authenticity of engagement and the ethics of manipulating the algorithm.

Based on LinkedIn’s changes in defining “knowledge and advice” through meaningful engagement that generate substantive comments I suspect this method will stop working.

Will LinkedIn carousel posts lose popularity?

LinkedIn carousel posts have been another trend that has been gaining momentum. Carousel posts allow users to share multiple images or slides within a single post, providing a dynamic and interactive way to share content.

This format can be particularly effective for sharing information in a visually engaging manner. From showcasing a portfolio of work to sharing a step-by-step guide or infographic, carousel posts offer versatility and creativity. As a result, they tend to generate high levels of engagement.

However, like any tool, carousel posts can be misused. Some users may overuse this format, leading to a saturation of carousel posts in the feed. This could potentially irritate users and lead to a decrease in overall engagement. 

As a result, LinkedIn has decided to remove carousel posts where you share multiple images in a single post to crack down on the overuse of carousels.

However, users can still create LinkedIn carousels using the PDF document feature, which shows each page as an individual, scrollable frame. 

I’m sure you noticed carousel posts filling your newsfeed, just like polls did last year. Whatever LinkedIn promotes in its algorithm gets overused and essentially abused until users get sick of it and LinkedIn makes a change. 

It will be interesting to see if this begins to die down now. 

Goodbye to selfies on LinkedIn?

Goodbye, Facebook’ish posts (selfies). I remember cringing when I thought LinkedIn was turning into Facebook or Instagram, I spoke out about how I felt that would ultimately turn users off the platform. But I understood LinkedIn trying to capitalize on the disillusionment of Facebook after the Cambridge Analytica scandal and trying to attract a younger demographic. I still thought it was a mistake; they’ve finally realized that too.

Posting selfies on LinkedIn became a contentious topic. Proponents argued that it humanizes professionals, making them more relatable and approachable. Critics argued that it’s unprofessional and reduces the platform’s credibility.

It’s undeniable that selfies can generate significant engagement. They often receive many likes and comments, which can boost the visibility of the post and the person posting it. But, like engagement pods and carousel posts, the use of selfies raises questions about the authenticity of engagement and the platform’s integrity. And thankfully, it looks like LinkedIn’s algorithm changes will take care of this problem.

LinkedIn turning into Facebook – no more?

With the rise of pictures and selfies and the constant striving for “viral” content, LinkedIn users started questioning whether LinkedIn was turning into Facebook. Once strictly professional, the platform seemed increasingly populated with more casual, personal content.

While this shift had its critics, it also had its supporters. 

Regardless of where you stand on this debate, it’s clear that the landscape of LinkedIn is changing. As users, it’s crucial to adapt to these changes while maintaining a professional and authentic online presence.

9 Ways to Gain Visibility Without Trying to Game LinkedIn’s Algorithm

LinkedIn’s recent shift in its algorithm emphasizes quality over quantity and presents an excellent opportunity for users to create impactful and engaging content. Here are nine actionable strategies to leverage LinkedIn’s algorithm changes and deliver meaningful content that appeals to the right audience.

  1. Understand your audience: Consider your ideal audience before posting. The LinkedIn algorithm prioritizes content that resonates with a specific audience. Tailor your content to address your connections and followers’ needs, questions, or interests.
  2. Share expert knowledge: LinkedIn values content that offers valuable insights and advice. Tap into your industry expertise and share insights that you can provide as a professional in your field. This will help you to establish more authority and gain visibility on the posts you share on LinkedIn.
  3. Stay in your lane: LinkedIn now assesses whether the authors of posts are authorities on the subjects they’ve posted about. Consistently post about topics within your industry or areas of expertise to build credibility and increase the chances of your content being showcased.
  4. Encourage meaningful engagement: The new algorithm values “meaningful comments.” Ask open-ended questions, initiate thought-provoking discussions, or share contrarian industry opinions. Such tactics can encourage substantive responses from your audience.
  5. Be consistent: Regular posting increases the likelihood that your followers will see your content. It also signals to LinkedIn’s algorithm that you’re an active user. Strive for a consistent posting schedule that keeps your content visible and engaging.
  6. Incorporate personal insights: The more personalized and insightful the content, the higher the chance of gaining traction. LinkedIn’s algorithm appreciates content that goes beyond generic information to include the writer’s unique perspectives and insights.
  7. Respond to comments: Engage with individuals who comment on your posts. It not only encourages further interaction but is also viewed favorably by LinkedIn’s algorithm, enhancing the visibility of your post.
  8. Leverage different content types: LinkedIn allows users to post text, images, videos, and documents. Experiment with different types of content to see what resonates most with your audience and achieves the highest engagement.
  9. Keep virality in check: While reaching a broad audience can be tempting, LinkedIn will no longer be rewarding virality. Aim for targeted reach instead of vast exposure. Valuable, insightful content that resonates with the right people is more likely to drive meaningful engagement and foster valuable connections.

LinkedIn’s algorithm changes present an opportunity for users to build genuine, meaningful connections and engage more authentically with their network. By implementing these strategies, you can navigate the algorithm changes and make the most of your LinkedIn experience.


Wrapping Up LinkedIn’s Algorithm Changes

LinkedIn’s algorithm changes reflect a shift in the platform’s focus from popularity to relevance and quality. Whether you’re a seasoned professional or a novice on the platform, understanding how the LinkedIn algorithm works can help you optimize your content for better reach and engagement. Remember, on LinkedIn, it’s not about reaching the most people – it’s about reaching the right people.

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