Wondering how it is that someone else's content is doing such a reach and yours is not? What does it depend on? How do you create such content? Let's analyze it 🙂
Like it or not, LinkedIn is considered an essential channel for any B2B marketer. And as with any other social media platform, you need to know and understand the algorithm that distributes the content.
But what exactly is LinkedIn's algorithm?
Linkedin's algorithm decides what a user's feed might look like, or what types of posts from companies, people and topics they will be served. The algorithm works on a large scale. It can influence billions of posts a day! It strives to make the newsfeed more attractive and user-friendly.
How to outsmart the Linkedin algorithm?
Understanding the algorithm is not as difficult as you think. First, the LinkedIn feed displays posts that have gained high engagement. Then an option allows you to sort the posts by "Top" or "Relevance."
How does LinkedIn know what is relevant to us? The answer is simple. LinkedIn pushes content based on our recent activities, such as our comments, people we follow, etc.
Here are some tips on how to master the LinkedIn algorithm in 2022:
1. choose the right time of day to post, if you haven't already read the article on posting time, I refer you to it 🙂 article
2. customize your content for Linkedin
LinkedIn's sources are quite clear about what their platform is supposed to focus on: the professional world. LinkedIn's algorithm aims to show users news, jobs and timely, accessible content that is valuable to someone's career (whether as a business owner or employee), is relevant to the industry you're in, offers tips related to business or career development.
3. use LinkedIn tools
There is no doubt that LinkedIn is promoting content from their Publisher tool that goes to LinkedIn Pulse, now integrated into the home page feed. This tool is for users who publish as individual authors (not hiding behind a company name). You or your employees can write blog posts through Publisher and share them with your network.
The Power of Hashtags
Hashtags are now playing an increasingly important role on LinkedIn. The more you use hashtags in a post on LinkedIn, the better it categorizes content and highlights relevant posts for each user. Hashtags are a great way to not only increase your reach, but also to quickly discover similar content. LinkedIn gives you the ability to pin your favorite hashtags. You can pin hashtags related to your industry to see the latest updates in your newsfeed.
The first hour since the post was published
The first 60 minutes after publishing a post is the most important part of content marketing success. It is the "golden hour" for your post. If no one responds to your post within 60 minutes of posting, there is a good chance it will not perform well. The engagement rate depends on the ratio between reach, relevance, views, reactions and shares. Try to get more than 20 engagements (responses or comments) within an hour of publication.
How?
Inform your employees about the post. Use internal means of communication, such as Asana, Trello or Jira, to let everyone know about the post and ask them to respond.
Comments are the king of engagement. If you want to maximize your reach, you need to respond/respond to every comment on your post. Keep in touch with new followers to keep them engaged!
Use mentions and hashtags. On average, you must use at least 5 hashtags in each post and tag up to 3 LinkedIn users. If you share someone's quote or interview, give them credit or let them know by tagging them in your post so they can share it with their followers.
Focus on quality rather than number of posts. Measure engagement rather than number of impressions!
Activity, activity, activity and more activity!
Without this aspect, your outreach will not reach its highest potential!
