We’re more connected than ever these days. And one of the best places to create new connections and leads is LinkedIn. For B2B and B2C businesses, LinkedIn is one of the best social media platforms to leverage leads and create brand recognition.
Many people tend to not have a firm understanding of LinkedIn’s algorithm. According to Hootsuite, over the past two years, updates to the LinkedIn algorithm have spurred a more than 50% increase in viral activity. Prioritization of personal connections based around the interests of others is one of the algorithm’s primary objectives, along with encouraging organic engagement.
What exactly does the algorithm take into consideration? Consideration focuses on who’ve you interacted with through likes, comments, and shares. It also considers information on profiles, such as interests and skills. So, if you want to build an organic following on LinkedIn, interact with those that you want to target directly.
If you want your company’s content to have more reach on the platform, engage with the content directly. Share, like, comment. The more reach your content has, the better. When you make a post, the quicker it starts earning interactions, the more likely it is for LinkedIn to include it in other’s feeds.
How do your interests affect LinkedIn’s algorithm? The algorithm measures your interests- on the groups you’re in, the hashtags you follow, your connections, etc. LinkedIn has introduced a new tool in their business manager called, Interest Targeting. Essentially, this tool can fine-tune any of your campaigns by directing targeting your ideal target audience’s interest categories. By utilizing this tool, you can ensure that your content and campaigns shape your brand perception.
So, how do you move forward utilizing LinkedIn and “beat” the algorithm? Here are four tips:
- Know your audience.
- Conduct audience research.
- Utilize analytics.
- Build personas.
It’s crucial to have a solid understanding of what your audience is interested in. Next, tailor your content and strategic messaging to engage with your ideal persona. By building an audience persona, you’ll have a more in-depth analysis of exactly what they’re interested in, their demographics, their behaviors, etc.
The LinkedIn algorithm rewards engagement. Ask your audience an engaging question. Having a conversation with your connections will give your brand more of a “human” perception. Engage with your target audience. Comment on their posts. Like what they post. Share if it can resonate with others. If your content is not being engaged with, it’s like speaking to an empty room. When your content marketing is not working on this platform, it’s time to re-evaluate and re-align your strategic messaging.
Post at the Best Time
The algorithm ranks your content by how quickly it is engaged through likes and comments. Look at your analytics. Take a look at when your audience members are most active and when they interact with your posts. By posting at the best times when your audience is active, you’ll be sure to have a higher engagement rate with your content.
Build a Strategic Network
Connect, Connect, Connect. Connections are perhaps the most important factor when it comes to “beating” the LinkedIn algorithm. Come up with a game plan. Try to connect with 2-5 new people per week and engage with their posts. Offer an introduction through direct messages when you invite people to connect. Directly messaging them with an introduction, gives the potential connection insight as to WHY they should connect with you.
If you’re looking for a new platform to build a presence on and connect with others, LinkedIn can offer exponential rewards. As LinkedIn’s platform continues to grow, it’s critical to understand the platform’s algorithm. Your main focus should be on how you can drive more conversations with your target audience. You need to make sure your conversations stand out from the crowd.