LinkedIn Algorithm Update Boosts Engagement for You! – Commexis Cast Short, Oct. 29, 2018

HOORAY! LinkedIn has changed their feed algorithm! But what does that mean for your posts

We’ve covered a lot of LinkedIn’s updates to their platform on this show, and some have been better than others. That said, I’m very excited about LinkedIn’s new algorithm change. Here’s why: The adjustment is aimed to help smaller creators (like us) and individuals get more engagement on their posts. If you’re anything like me, you may have noticed a bit of an engagement drought on LinkedIn. A drought you likely aren’t seeing on other social media platforms like Facebook, Twitter, and Instagram.

The LinkedIn Algorithm Breakdown

You see, LinkedIn breaks up users into two categories while they’re on their feed. A creator, who makes posts, and viewers who see the posts and engage with them. On top of that, LinkedIn’s algorithm pushes the best posts, those that are more likely to be engaging for users, to the top of the page.

However, they noticed a problem in their system. Even though engagement on the platform was increasing by 50% year-over-year, it was concentrated into the 1% of power users. Think of the GaryVee’s of the LinkedIn world. Those creators got tons of engagement, while smaller creators got significantly less or no engagement. Without an intervention, this pattern was likely to continue.

LinkedIn Algorithm Update Boosting Small User Engagement

The Big Fix

LinkedIn’s strategy on fixing this was to consider how much a like mattered to the creator. After all, they said members who receive 10+ likes when they post are 17% more likely to post again the following week compared to members who post but don’t get any feedback.

But to a super creator, getting 1 like on a post with thousands means less than someone who only gets 5 likes on their posts.

LinkedIn Algorithm Update Helps Small Users Get More Engagement

Now their algorithm has new term quantifies the value that the creator will receive from the viewer providing feedback on the post. They emphasize that first few pieces of feedback are the most important. Each new response beyond the first few provides diminishing returns. Now, the feed “knows” how much a given creator will appreciate getting feedback from a given viewer, and it uses this information when ranking the posts.

So, will this cause a new small creator content boom on LinkedIn? I don’t know. But it certainly is encouraging to see LinkedIn making a change to level out the playing field, and make it more likely that your brand’s posts, and our own posts, can get some engagement.

Today’s cast: Matthew McGrorty (Social Media Content Producer).

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