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Some Tips for Content-Writers As LinkedIn Changes its Algorithm

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LinkedIn is currently among the most popular platforms among users, publishers, and advertisers. Now the network has announced that it has redesigned the LinkedIn algorithm. For all active users, there are also first-hand tips.

The algorithms of social networks are their biggest trade secret. Therefore, it is not surprising that Facebook, Twitter and Co. do not speak very openly about the functioning of the intelligent brain.

An exception in this context is the business network LinkedIn. On its own engineering blog, the company explains in surprising detail how your feed is composed and why exactly the content that you see appears.

How to get content into your LinkedIn feed

Basically, there are two reasons that cause content to appear in your newsfeed:

  1. Something’s happening in your environment: That’s when a new post in a group, on a page, an event, a hashtag, or a person you follow is shared.
  2. Your network is active: There is also the possibility that actions – such as comments or likes – on your contacts lead to new posts appearing in your feed.

This is how the LinkedIn algorithm determines the most important content

Even if the above points basically have a restriction, your feed would still be unsorted and unmanageable. That’s why the LinkedIn algorithm also determines what content appears higher up in your feed.

The network follows the slogan: “People You Know, Talking About Thing You Care About.” What is behind it, Pete Davies has stated in a blog post. He works as Senior Director of Product Management at LinkedIn.

But which factors play a role? How does the LinkedIn algorithm recognize important contacts and posts? Again, there are a number of factors and questions:

  1. Your network: Which people are you following and with whom are you connected?
  2. Your interactions: Which pages or people have you been interacting with lately, be it in the form of a comment or a liking?
  3. Your interests: By analyzing your profile, LinkedIn tries to find out what you do for a living and what your interests are and what you are pursuing.
  4. Your Behavior: It counts which pages you like, which groups you join, which hashtags you follow and which people you add.

Tips and best practice examples for users and publishers: These are good posts that the LinkedIn algorithm prefers

Now we have gained a basic understanding of how the LinkedIn algorithm works. But how should our posts look like? And which format is the right one?

For this, LinkedIn also gives its users and page operators a few concrete tips:

  1. Create reactions: Posts with many interactions are more relevant. That’s why you should try with every post to initiate a discussion or at least to spread your opinion.
  2. Every publishing format is equally important: whether live video, video, photo, photo gallery or link post: LinkedIn does not favor a particular post format. Rather, it must perfectly reflect your content.
  3. Important persons and sides: As maximum, the business network names five mentions per post. Crucial is the amount of chance that people interact with your post.
  4. Be active: Incoming comments are valuable. However, they become even more valuable if you answer them. Therefore, be active and react quickly.
  5. Use hashtags: The hash also has an important meaning on LinkedIn. However, it should not be more than three hashtags per post.
  6. Niche instead of mass: In the selection of hashtags, LinkedIn advises – somewhat surprisingly – on niche hashtags. So #PerformanceManagement is better than #Management.

The most important tip is LinkedIn at the end: Be authentic! It’s never about tricking the LinkedIn algorithm. The above points just help you create better content. The focus is still on you with your statements and content.

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