From First Connection to Viral Post: The LinkedIn Algorithm Revealed

As professionals, many of us use LinkedIn to build connections, share insights, and stay updated. But how does LinkedIn decide what shows up in our feeds? It all comes down to the LinkedIn algorithm—a complex system that filters billions of posts daily, presenting the most relevant content to each user. Let's explore how it works and how you can make the most of it to increase your reach.

Understanding LinkedIn's Connection Structure

LinkedIn categorizes your professional network into three key layers:

1. First-degree connections: These are your direct connections, similar to Facebook friends.
2. Second-degree connections: These are people connected to your first-degree contacts, expanding the scope of your network.
3. Third-degree connections: This extended network comprises people connected to your second-degree connections, offering even greater reach.

When you post content, it initially appears to your first-degree connections. LinkedIn’s algorithm then evaluates your post for spam and interaction. From there, your reach expands based on three crucial signals:

1. Identity

LinkedIn assesses how closely connected you are to your audience. This is influenced by previous interactions, shared skills, and even your location. The stronger these factors, the more likely your content is to be shown to your connections.

2. Content Relevance

The algorithm evaluates how relevant your content is to users. It looks at the engagement your post generates, the topic's importance, and the quality of discussions it sparks. High-quality, relevant content always has a better chance of reaching a wider audience.

3. Member Activity

LinkedIn takes into account your recent activity—such as groups you follow, posts you interact with, and the overall topics of interest—to determine how aligned your post is with users' preferences.

How Your Content Gains Reach

If your first-degree connections interact with your post, it starts reaching their networks, your second-degree connections. Engagement is critical here—likes, comments, and shares send a strong signal to LinkedIn that your content is valuable.

LinkedIn's Focus on Quality Content

In 2023, LinkedIn made a significant shift from quantity to quality over quantity. Previously, viral content, even if not particularly professional or insightful, could gain widespread attention. However, with the latest update, LinkedIn emphasizes content that is rich in professional knowledge and value.

This shift reflects LinkedIn’s aim to serve as a professional knowledge hub. Instead of viral hits, the platform is increasingly prioritizing content that is highly relevant to your career and professional growth. This means content with substance, industry insights, and valuable discussions now performs much better than content solely designed for emotional engagement.

10 Tips to Amplify Your Reach on LinkedIn

Here are some actionable strategies to boost your visibility on LinkedIn:

1. Post regularly: Start with once a week and gradually increase.
2. Use LinkedIn Articles: Share in-depth, authoritative content.
3. Incorporate rich media: Enhance your posts with videos, images, or slide decks.
4. Encourage interaction: Ask questions or make statements that prompt engagement.
5. Engage with others: Comment on others' posts to foster reciprocity.
6. Focus on the first 60 minutes: Maximize engagement during this critical window.
7. Tag strategically: Only tag relevant people and avoid excessive tagging.
8. Respond to comments: Show courtesy and encourage further interaction.
9. Post original content: Original posts often perform better than shared ones.
10. Use relevant hashtags: Hashtags can increase visibility, but ensure they're relevant and not overused.

Best Times to Post on LinkedIn

Timing is key to maximizing your reach. Based on studies, here are the best times to post:

• Weekdays: Mid-week, especially Wednesday and Thursday, are the most effective days for posting.
• Work hours: Engagement peaks during work hours, particularly mid-morning, lunchtime, and late afternoon.

Day-Specific Optimal Times:

• Monday: 2 p.m. to 4 p.m.
• Tuesday: Around 4 p.m.
• Wednesday: Peak time is 2 p.m.
• Thursday: 11 a.m. and 2-4 p.m.
• Friday: 11 a.m. to 3 p.m.

Content Format and Posting Frequency

Video posts tend to generate the highest engagement, followed by image posts and PDF carousels. Posting two to five times per week is ideal, and avoid exceeding 20 posts per month. Overposting can dilute your content's impact, so focus on quality rather than volume.

Conclusion

By understanding how LinkedIn’s algorithm works, you can strategically shape your content to gain greater reach and engagement. Remember, LinkedIn values professional relevance and knowledge-sharing, so focus on providing value to your network through thoughtful, high-quality posts. Test these strategies, analyze your LinkedIn analytics, and continuously optimize your posting strategy to improve results.

Stay tuned for more insights and updates in our next edition!