LinkedIn is a powerful social media platform that B2B marketers revere. The employment-centric social network is used globally for business networking and career progression. Lately, it has become a preferred avenue for recruitment among companies. According to Microsoft’s FY22 Q4 earnings report, over 40% of businesses look for candidates using the skill filters on the site.
The USA-based social networking site currently has over 850 million members, and LinkedIn Talent Solutions recorded staggering revenue of $6 billion. The whopping numbers showcase its massive popularity and engagement among the target audience.
Businesses can capitalise on this tool to increase visibility, build a customer base, generate leads and network with like-minded people from the industry. Thus, it should be an integral part of the social media strategy, which brings us to the most pressing question – how does the LinkedIn algorithm work? Let us help you understand this with a detailed explanation.
LinkedIn is not just about job postings. Professionals can do a lot more on this social networking site, such as connect with colleagues, family, friends, business contacts and other industry people. It is used for sharing informative articles, company announcements, business reports, infographics, images, videos, etc.
They can plan and schedule events, send messages to people in their network and join social groups to discuss industry topics and trends. Many workers rely on LinkedIn Learning to improve their knowledge base and skill set.
Most companies leverage their profile page on the site to publish their promotional and general business information. It is also an ideal platform for B2B advertising through LinkedIn Ads. SEO experts in Gold Coast usually use it to generate leads using the Sales Navigator, besides helping businesses to post jobs and find the right talent.
Digital marketers use LinkedIn to reach a broader target market and impact them, which requires understanding its working. The algorithm of a social media platform helps decide who gets to see a post on the site. The types of discussions and posts liked and viewed by users determine the feed on their page.
The topmost posts on your feed are from the people you follow and the kind of information you consume. Usually, posts that get a longer dwell time (viewing time) from users are ranked high on your feed because they are considered valuable. The algorithm identifies relevant and useful content by following the steps mentioned below.
The bots check every post uploaded on LinkedIn and divide them into three categories – spam, low quality and high quality.
The next stage is the evaluation of the post by gauging the audience’s response to it.
The level of engagement generated by the post helps to avoid spam filters. If it is viewed, read and shared without getting flagged as spam, it can pass with flying colours.
LinkedIn assesses the number of likes, shares, comments on the post to check its value. The high-quality content gets exposed to a wider audience, while the low-quality content gets demoted.
Making way for your business posts in the feed of your target audience takes a bit of work on the platform. However, SEO experts in Gold Coast have found the best ways to overcome the problem. Let us look at them.
It is evident that LinkedIn places more significance on the relevance and usefulness of the post for its users. Thus, businesses should know what their target audience wants to read and consume on the professional network to create worthy content. Also, using images or videos along with text helps in higher engagement. So, using multimedia and interesting content is the key to higher visibility.
LinkedIn users are usually active during the usual work hours. However, the use of smart phones allows them to check their feed even after work. Thus, the best way to decide the time of the post is to check the location, time zone and peak use time for that customer segment. Social media experts believe that businesses should avoid early Monday mornings and late Friday nights for posting.
LinkedIn offers native placements in the feed using its sponsored content ads. There are four types of ads, including single image ads, video ads, carousel ads and event ads. The campaigns can help the business increase awareness or conversions by choosing the objective, targeting the right audience and measuring the performance of the ad to make improvements.
To get the required number of likes and shares on the post, you need to increase your following through the consistent expansion of your network on the site. The first step to building connections is to send customised invites to your target readers. Ask your employees to follow the page and become a part of relevant groups.
Follow your competitors, business leaders and other prominent brands in the field. Do not send it randomly to end up in spam. Identify groups with like-minded people and promote content among them while following their guidelines. Make sure to become a part of the group and participate in discussions and other information-sharing sessions.
Increasing engagement requires creating creative and imaginative posts that are share-worthy. Asking pertinent questions, starting a thread over a topical industry event or offering a brilliant piece of information can help in evoking engagement.
Use different types of posts to reduce monotony, such as videos, infographics, statistical charts, images, etc. Also, include appropriate hashtags, keywords and tag businesses and people who need this information. Outbound links usually do not get a higher rank and should be avoided. Marketers who want to share the link to the latest blog can do so in the comments section.
LinkedIn is working on reducing its spam content and highlighting high-quality posts. It has also been working on making users upload reliable and useful information that maintains the sanctity of the professional network. So, understanding the algorithm is the right way to maintain high visibility on the platform.