LinkedIn’s algorithm, like any social media platform, is designed to show users the most engaging content. The algorithm determines what content to display in feeds, notifications, and search results. While the exact details of LinkedIn’s algorithm are proprietary, we know the main factors that go into it are:
- Engagement – Content that gets a lot of likes, comments, and shares
- Account authority – How influential a user or Page is determined by number of followers/connections, engagement metrics, etc.
- Relevance – How related the content is to the user’s interests and connections
- Recency – More recent posts are favored over older posts
So how can you create content that will beat LinkedIn’s algorithm and get your posts in front of more users? Here are some key strategies:
Optimize for engagement
The #1 factor LinkedIn’s algorithm looks for is engagement on your posts. To generate high engagement:
- Post at optimal times when your audience is most active. Test different days/times and analyze performance data.
- Use eye-catching images and custom graphic designs.
- Write compelling headlines that draw readers into your posts.
- Encourage comments by asking open-ended questions.
- Reply to all comments to keep dialogue going.
Engaging your existing connections will signal to LinkedIn that your content is interesting. Their likes, comments, and reshares will then expose your posts to a wider secondary audience.
Build a strong personal brand
Having an authoritative personal profile and brand on LinkedIn helps the algorithm favor your content. Ways to do this include:
- Filling out your profile completely with industry keywords
- Getting recommendations from connections
- Connecting with many relevant contacts
- Joining relevant LinkedIn groups and participating
- Consistently publishing quality content
As LinkedIn sees you actively using the platform and engaging with your network, it will start suggesting your content to more users. Publishing useful industry insights establishes you as a thought leader.
Focus on relevance
To take advantage of LinkedIn’s algorithm sorting for relevance, make your content highly targeted for your audience’s interests.
- Analyze your audience demographics to craft content accordingly
- Use hashtags and keywords your audience frequently searches
- Create different types of posts (discussions, articles, videos) to provide variety
- Localize content when appropriate by mentioning locations or geo-tagging posts
- Personalize by referring to connections, companies, or groups by name
The more tailored your messaging is, the better chance it has of resonating with readers.
Be consistent
While individual posts matter, having an overall consistent presence on LinkedIn is key for the algorithm. Best practices include:
- Posting at least 1-2 times per week or more
- Sticking to a regular content schedule your audience gets used to
- Maintaining a healthy mix of content types (articles, videos, images)
- Keeping your messaging on-brand for your company or industry
Consistency shows LinkedIn to keep putting your content in front of your target audience. Avoid large gaps without posting.
Leverage LinkedIn’s own features
Take advantage of built-in LinkedIn features to maximize the algorithm:
- LinkedIn articles – Publish long-form articles natively in LinkedIn to boost content authority
- Sponsored content – Pay to promote high-performing posts to expand reach
- LinkedIn analytics – Use platform analytics to see top-performing content and best times
- LinkedIn groups – Join and post in niche interest groups related to your industry
- LinkedIn live video – Go live or create on-demand videos to engage audiences
Leverage all the options LinkedIn provides to create diverse, high-quality content.
Make content highly shareable
Viral social sharing signals value to LinkedIn. Some tips:
- Create content with an emotional appeal that pulls at heartstrings
- Use humor wisely when appropriate
- Try inspirational stories and quotes that motivate
- Craft content that makes readers say “Wow, I need to share this!”
- Research trending topics/hashtags to join in the conversation
When your content strikes an emotional chord, people will naturally want to share it with their networks.
Team up with influencers
Collaborating with influential users can give your brand a boost. Ways to partner with LinkedIn influencers:
- Guest post on an influencer’s blog
- Co-host a LinkedIn Live video discussion
- Participate in a LinkedIn Group chat they start
- Interview them for your own content
- Ask them to share or comment on your posts
Influencers want to create great content too, so it can be a mutually beneficial partnership.
Advertise strategically with LinkedIn Ads
Using LinkedIn’s advertising products can expand your organic reach:
- Sponsored Content – Promote your top-performing posts
- Sponsored InMail – Directly engage your target audience in their inbox
- Text Ads – Place targeted text ads on LinkedIn pages
- Dynamic Ads – Highly personalized ads based on user data
- Message Ads – Send customized messages to LinkedIn members
Start small and test different ad types, placements, and audiences. Measure results and optimize your spending.
Integrate with LinkedIn Company Pages
Having an active LinkedIn Company Page provides additional content real estate and statistics for tracking content performance. Ways to integrate:
- Cross-post your best personal content to your Company Page
- Coordinate with colleagues to develop a diverse content calendar
- Share content that humanizes your brand, such as employee spotlights
- Use Company Pages analytics to find ideal posting times
- Publish job openings, company news, and events
Your Company Page can expose your brand to new audiences and build authority.
Track performance and iterate
Consistently analyze your LinkedIn content performance using native analytics:
- Monitor Likes, comments, shares, clicks, followers, etc. for each post
- See which types of content (articles, images, videos) perform best
- Identify your top-performing posts and repeat that content style
- Find your audience’s most active times for engagement
- Run A/B tests on different headlines, images, copy, etc.
Let data guide your strategy. Double down on what works and eliminate what doesn’t.
Conclusion
Beating LinkedIn’s algorithm takes effort but yields significant rewards in reach and engagement. By optimizing your content for engagement, relevance, consistency, and integration with LinkedIn’s own tools, you can master the platform and build an influential presence. Maintain a test-and-iterate approach backed by performance data to connect with your audiences in their native LinkedIn ecosystem.
Strategy | Examples |
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Optimize for engagement |
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Build personal brand |
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Focus on relevance |
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Be consistent |
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Leverage LinkedIn features |
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Make content shareable |
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Partner with influencers |
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Advertise strategically |
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Integrate with Company Pages |
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Track performance & iterate |
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Key Takeaways
- Optimize content for maximum engagement.
- Build a strong personal brand and company presence.
- Laser target content to audience interests.
- Develop consistent and diverse content.
- Make the most of LinkedIn’s built-in features.
- Create highly shareable content.
- Partner with relevant influencers.
- Strategically advertise to expand reach.
- Analyze performance data to refine approach.
Mastering LinkedIn does require commitment over time to understand the nuances of the platform. But the unparalleled access to professional audiences makes it well worth the effort for brands and individuals looking to grow their impact. With the right strategy tailored to LinkedIn’s algorithm, you can build an influential presence and achieve your business and networking goals.