Yo! Welcome to the next episode of The Content Strategy Reeder. If you want to share this newsletter with your friends, send them this link. I'd also be honored if you shared on LinkedIn. Here's an example from John Barrows to make it easy.
Did LinkedIn change their algorithm?!
It’s a pretty common question, and I’ve heard it a lot more over the past couple weeks.
My gut says... probably?
Because here’s the reality: There’s no way to know for sure.
LinkedIn doesn’t publish much when it comes to updating their algorithm.
But surely LinkedIn has goals to increase the usage and engagement of their social media platform, and part of that means tweaking the algorithm that evaluates content and decides how to distribute it.
But if I’m being honest, it doesn't really matter.
Because here’s the thing:
You create content for people, not an algorithm.
The best way to build your personal brand or sell more on LinkedIn is to consistently create high quality content. (Which is, you know, is exactly what this newsletter is all about).
I’ve stuck to this strategy, and it’s why I’m on pace to roughly double my LinkedIn following this year from 20k to 40k.
That said, if LinkedIn is part of your content strategy, it’s still important to understand how the platform works.
Because a couple small tweaks to your content can be the difference between getting 20 or 200 reactions.
So here’s a super-quick crash course on LinkedIn’s algorithm:
LinkedIn tracks three key metrics when measuring how people are consuming your content:
- Are people interacting? Likes, comments, tagging users in comments, sharing, etc.
- Are people clicking “see more” to continue reading?
- How long are people spending on this post? (AKA dwell time.)
All these factors “score” your content and affects how the algorithm decides to distribute your content across others’ feed.
Follow these tips to ensure your content gets as much reach as possible:
#1 - Always comment back.
Don’t just ‘set it and forget it” when it comes to posting content.
If you get comments on your post (right on!), it’s important to reply.
Commenting back builds rapport with your reader, and invites other readers to participate, which in turn creates conversations on your post.
The algorithm sees this conversation as added value, and disputes your post to other LI users.
That’s good, real good.
#2 - Put links in the comments.
Ever wonder why some people share a URL in the comments to their own post?
It’s not random.
LinkedIn wants readers to stay on their feed. So LI dings posts that contain any link inside the post that takes them to external sites.
I’ve tested this multiple times and can confirm that it makes a significant negative impact. So instead, I recommend posting any links in the comments.
#3 - Don’t edit your post.
Once you publish, avoid editing.
For some reason, LinkedIn suppresses your post’s reach once it’s been changed.
My guess is that they don’t want people to change the meaning of a post once a bunch of people have co-signed it.
If you find a typo in your post after you hit Publish, Resist the urge to edit and fix it.
I’ve caught typos in my posts after publishing (Grrrr), but it doesn’t prevent people from engaging.
So don’t sweat it, no biggie.
So there you have it.
Don’t get caught up in “beating the algorithm.”
Instead, get obsessed with helping your audience through insightful, relevant, and insightful content.
Because over time that’s what's going to help you rapidly grow your brand, reach, and sales.
Your new LI know-how is just the cherry on top of the proverbial content strategy sundae.
Holler at you next week,
PS: Got any specific LI questions? LMK, and I’ll cover it in an upcoming post. I’m doubling down on LI content in 2022 because there’s still TONS of untapped value to be had. And I want to help you get a piece of that pie.