With more than 700 million subscribers and 260 million active users each month, LinkedIn is the essential social network for professionals in all sectors of activity. But for a person or a brand to be visible to their network and prospects, it is essential to understand how the LinkedIn algorithm works.
> Download: The complete guide on LinkedIn” align=”middle”/>
– Where does the LinkedIn algorithm come from?
– What factors does the LinkedIn algorithm take into account?
– How to please the LinkedIn algorithm in 2022?
Where does the LinkedIn algorithm come from?
LinkedIn was created in 2002 in Mountain View, California, by a group of five entrepreneurs, including Reid Hoffman and Allen Blue, former employees of the company PayPal. In a few years, the start-up saw its number of subscribers increase, reaching 200 million users in 2012, only ten years after its creation. With this growth which has since then continued to progress, largely thanks to the efficiency of its algorithm, it is attracting the attention of large companies. In 2016, LinkedIn was then bought by Microsoft for 26.2 billion dollars.
LinkedIn engineers have subsequently always developed its algorithm so that the relevance of the social network’s proposals is constantly improving. Because on LinkedIn, the challenge is not to be entertained. It is situated at three levels that are specific to the professional universe: to be seen, to be found and to enter into a relationship. From this postulate, the LinkedIn algorithm offers the best possible experience to its subscribers, recruiters (who are its core target) and advertisers (who are its secondary target).
LinkedIn’s algorithm is also changing in 2022. This year, the platform wants to further improve the user experience, quality and usefulness of the news feed. Thus, you will now be able to indicate which publications you do not want to appear. In order to better inform the algorithm, you will be asked the reasons for your disinterest in the post in question. Likewise, the visibility of content with low added value and certain surveys will be reduced. For surveys, it is above all a question of better targeting, because you will receive those of people in your network in priority. The platform also includes information from opinion leaders, creators, experts or people dealing with relevant topics in your area of specialization. It will then be possible to activate the following options directly in their news feed as soon as you have interacted with their publications.
What factors does the LinkedIn algorithm take into account?
Different factors influence the LinkedIn algorithm. Moreover, they all revolve more or less around the notion of commitment which seems essential for the platform. Indeed, it constantly seeks to provide Internet users with posts that they will appreciate, and engagement is the most distinctive sign of their interest. The purpose of your publication will therefore be to respond to the interest factors of the algorithm so that it boosts your visibility.
“Engage” in the field of social networks is equivalent to arousing reactions, obtaining interactions. The LinkedIn platform has developed various forms of engagement, each with a specific importance.
The first type of interaction possible on LinkedIn comes in the form of likes on posts. Today, there are 6: Like, I love, Support, Bravo, Instructive and Interesting. The most interesting point here is that no matter which icon the user clicks on, they all have the same importance for the LinkedIn algorithm.
LinkedIn’s favorite sign of engagement happens to be the comment, it will generate the biggest boost to your score. To promote it, it is necessary to encourage Internet users to do so by an explicit request or a question at the end of the post. On the other hand, for a comment to be taken into account by the algorithm, it must be longer than 5 words. The judging algorithm then interprets this comment as a real and effective contribution to the publication. This is the way the platform uses to fight pods, or automatic engagement comments.
Sharing seems to be the least appreciated interaction by the LinkedIn algorithm. This is the least useful for boosting your post. Despite everything, you can still increase the popularity of your publication by sharing if it meets certain conditions: complete the sharing with a description of at least 150 words, tag the original author, add 3 hashtags not present in the starting post…
The quality of the content posted
The content posted on LinkedIn must appeal to your network and be in line with the interests of your target. They must therefore provide them with solutions to the problems they encounter or with relevant and useful information. Posts must be written in such a way as to promote their complete reading and to encourage the engagement of Internet users. The algorithm appreciates that the content strategy is predefined and coherent, that it is based on the real needs of your personas. For example, the platform will prefer “native” video type content to a post containing a YouTube link. Similarly, posts between 1,000 and 2,000 characters, polls or carousels will be favored.
The Dwell Time
the dwell time is an element of great importance for the LinkedIn algorithm. It is defined by the time spent by an Internet user on your post. If he reads your post entirely, he will spend more time there and the algorithm will consider your post as having more interest. And this, even if it does not interact with your publication. It is also possible to consider in absolute terms the reading time of a post as a form of commitment to it. This is a criterion studied by the platform’s algorithm to boost your publication.
The social selling index
the social selling index consists of a score given by the LinkedIn algorithm which represents your level of involvement in the social network. It assesses your ability to foster an efficient, effective and efficient presence of your brand on the platform. This index is broken down into 4 factors:
- developing your brand and strategy;
- your ability to attract the right audience;
- how you bring information to your personas;
- your skills to interact with your community.
The social selling index also takes into account the global nature of your actions and the time you spend there. So the more active and engaged you are on the network, the higher your score will be.
How to please the LinkedIn algorithm in 2022?
- Target your posts
- Prioritize quality
- Don’t overuse hashtags
- Work the dwell time
- Use emojis
- Encourage engagement and especially comments
- Do not publish more than one post per day
Target your posts
The LinkedIn algorithm will start by analyzing a post before publishing it. It’s very fast and therefore transparent for users, but this analysis makes it possible to identify the words used, the people identified and the hashtags used. Depending on the quality of these, the post will then be shown to such and such an audience. This is why the choice of these is therefore crucial to be visible to the right target.
The professional social network will also analyze the quality of the publications. He will be more particularly interested in the syntax and grammar of these, which he does all the better since the arrival of artificial intelligence. Likewise, he will conduct a semantic analysis to understand the consistency of the keywords used. The associated hashtags will also be scrutinized, always for the sake of consistency. But he will also observe the structuring of the publication, including the use of line breaks or spaces to facilitate reading. According to all these criteria, a quality score will be assigned to the post to make it more or less visible. It is therefore important to publish relevant content to obtain the best possible score.
Don’t overuse hashtags
On LinkedIn, there is no real limit to the use of hashtags, but it should be noted that the more there are, the less they will be targeted. Indeed, a publication with the hashtags #marketing and #seo will target two different domains, although close. Thus, the social network could penalize a post for misunderstanding. This is why it is recommended not to use more than two or three per publication.
Work the dwell time
Dwell time refers to the time spent by a reader on a post. The longer it is, the more the LinkedIn algorithm will think the post is interesting and therefore it will be more likely to share it with a larger audience. It is therefore necessary to optimize the publications to capture the maximum attention of the readers and to ensure that they read them from start to finish. For this, the previously mentioned quality criterion is the one that will provide the best results.
By themselves, emojis have no impact on the LinkedIn algorithm, neither positive nor negative. But they grab the attention of readers and therefore promote the time spent as well as the engagement that follows. It is therefore recommended to embellish a publication with various emojis that will punctuate its reading and add an emotional dimension to its subject.
Encourage engagement and especially comments
The LinkedIn algorithm will take engagement (interactions with other members) into account to judge the quality of a post and the profile that posted it. If the likes are taken into account by the algorithm, it is above all the comments that are appreciated on LinkedIn. This is why many people end their posts with a question. The time when you publish also influences the visibility of the post and therefore its engagement, which is why you have to know when to publish on LinkedIn.
Do not publish more than one post per day
On LinkedIn, the algorithm tends to penalize authors for more than one post per day. Indeed, studies have shown that the second post needs twice as much engagement as the first to get the same audience. Beyond two posts a day, LinkedIn will start to consider it spam. If this is recurrent, it is even possible that the account is blacklisted.
To go further, download this free guide and learn how to optimize your profile, your business and your network.