How Does The LinkedIn Algorithm Work?

Last update: July 2020

In very simple terms, the algorithm is a computer-driven series of mathematical decisions that use user-behavior to decide what content you see and don't see (aka machine-learning).

The purpose of all social media platforms is to keep you on the platform for as long as possible. Good content keeps people on the platform. This is why content goes 'viral'. The algorithm is getting indicators that people who see the content, as the content and the algorithm is designed to give people what they want to see.

Virality is relative. According to Lifewire, a piece of content can be considered to have gone 'viral' if it sees an exponential number of comments/likes/shares than normal. So a piece of content doesn't need to be seen millions of times to be considered 'viral'.

Close to the beginning of the year (2019), LinkedIn changed its algorithm after realizing the past version weighed heavily in favor of what they called 'power users'.

Fundamentally, you need to understand the LinkedIn algorithm if you want your content to regularly and consistently do well. People whom you see consistently getting views and CONSISTENTLY getting engagement on their content aren't getting this attention by accident.

Now, converting that attention into business and networking relationships/opportunities is a whole other ball game. However, I've been testing and researching how the algorithm works to relative success and want to share what I know with you.

How can you help make the algorithm work in your favor?

Here are 10 tips for making the algorithm work in your benefit (from research and person experience over the last 18 months of posting content here on LinkedIn):

1 | Vary your content.

I've noticed that having a mixed bag of content (photo, text-only, video) helps to keep my reach and engagement high. I can't say this has as much to do with how the LinkedIn machine was designed or user behaviour. But when I see a bit of a lull in terms of engagement or views of my posts, I'll switch things up by changing the kind of content I'm sharing.

2 | Share Things That Enlighten People.

Basically, this is another way of saying 'share something valuable' (but I'm sick of hearing people say 'share something of value' and I'm sure you are, too). Think of things you can share that:

• teaches someone something
• helps them grow personally or professionally
• keeps them up-to-date with what's going on in their industry
• gives them a small win

3 | Avoid putting links in the body of your posts.

Put them in the comments section instead.

This one is huge. LinkedIn wants to keep people ON platform for as long as possible. Links go against everything the algorithm is designed to do. If you have a link you'd like to share with your audience it's best to put the link in the comments section versus the body of the post.

I'm running a test over the next few weeks to see if a workaround...works. I'll update this article with the results when available. Until then, links are best shared in a comment for maximum content reach.

This is especially true with youtube video links. If you have access to the original video, post the video natively here on LinkedIn instead of sharing the YouTube video link. I ran a test a few weeks ago where I shared a video via youtube link and the same video directly uploaded here to LinkedIn. Sharing the link natively here on LinkedIn lead to 3X's the number of views and 5X's the number of reactions and comments.

Check out the post with the YouTube link here.

Check out the post with the native video posted without a link here.

4 | Engage with the people who comment on your content.

This one is simple. LinkedIn favors users who create community. It doesn't matter how big or small your community is. Would you invite someone into your house and just nod?

Of course not (at least I hope so?).

You'd invite them in, try to make them feel comfortable and engage in a conversation with them. This is the sort of thinking I want you tot have when it comes to your comments section. There was a time where I 'only' got one comment, but I treated that comment like gold and responded to that comment. Engagement requires back and forth between two parties. If you don't reply to comments, people will stop leaving them.

And you need comments on your content to help get it the visibility it deserves...

5 | Comment on other people's content, too.

Continuing on about community...you have to actually leave your house to be part of your community. That means going out and commenting on OTHER people's content. There is a strategic way to go about doing this but going out and commenting on other people's content is the minimum you need to do to show you're an active LinkedIn participant.

6 | Be strategic about whom you're connecting with.

Whom you have in your network matters and here's why. The algorithm doesn't send out your content to your entire network the moment it's published. It's sent to a 'test' group to see how they react when they see it in their feed. If that test group doesn't engage with your content, the algorithm takes that as a sign that they (and likely others) don't like it.

Since the algorithm is designed to show people things that they'll LIKE (no pun intended) so they stay on the platform (as I mentioned above), it's important that whomever the algorithm RANDOMLY chooses to show your content to are people that will likely engage with it.

So, if you're in the construction industry sharing highly relevant content to those in said industry, having a network full of people who actually care about construction industry news are the ones most likely to engage, expanding the 'reach' of your post.

As I always say, it's not about having the most followers or even the most views. It's about relevancy.

7 | Post at random times.

If everyone is posting at 8am it's like going to the mall at noon, on the last Saturday before Christmas (the kids are watching Home Alone in the background as I write this 😂). I'm not saying 8am isn't a 'good' time to post...I actually think it is. But just like the mall before Christmas, expect a lot of other people in the isles and that it'll be harder to get the attention of the sales associate.

8 | Use Hashtags (but not too many).

Richard van der Blom published an in-depth report all about the LinkedIn algorithm. In one section, he mentioned the use of hashtags, with 3 being the optimum number of hashtags to use for posts. However, according to his research, when more than 6 hashtags are used, post reach plummets. I've done some testing around this and have found similar results with my own content and that of the posts my client's posts, as well.

Personally, I've found using 4 hashtags to work really well.

If you're looking for a list of some of the most popular hashtags, Andy Foote, published a comprehensive list of the Top 100 Hashtags as of July 2019 here.

9 | Ask a question to boost engagement.

As I mentioned above, the more people engage with your content, the more favorably the algorithm will look at your content. End your content with a question and those who see it may be coaxed out of the protective social media shells to share their thoughts. Invite them into the party...don't make them have to ask if it's ok to share their thoughts.

Believe me, it works. And if you don't believe me...just look at how those on the platform with the most engaged audiences end their content and see if you see a pattern.

10 | Inject your personality.

At the end of the day, we all go through pretty similar things in life. Some things bad, some things good, other things don't really make a huge difference either way. But I've said it before and I'll say it again: The Glory is in YOUR Story.

This is a professional platform - I get it and I respect it. But just because we're all professionals doesn't mean we leave our personalities at the door. When you let your personality peek through in a post or a comment, you make the post/comment come alive. You make the post/comment interesting.

Posts without personality, character, and flavor are boring and boring posts aren't the ones that get people to want to like, comment and share. If you want people to engage with your content, your personality is the thing that will help make it stand out and make people want to come back for more.

11| 'Dwell Time'

A new LinkedIn Algorithm update as of Spring 2020. Watch the video below to understand what it is and why it's important. (it's captioned, don't worry 😉)

When I first started sharing content on LinkedIn, it took me a while to get comfortable. It took me a while to understand how *this* algorithm works and how I could make it work to not only be seen but seen by people I wanted to do business with.

To help you navigate LinkedIn to help you build a personal brand and business-boosting presence, I've created The LinkedIn Starter Kit. A free training with 3 videos, 2 guides and a checklist covering:

[Video] How To Create A Winning Content Strategy

[Video] Content Prompts (for when you aren't sure what to share with those in your network)

[Video] How To Create Videos More Confidently (never released video about creating video content, confidently)

[Guide] How To Build An Effective Presence on LinkedIn

[Guide] Direct Messaging on LinkedIn (one of LinkedIn's most powerful tools for building true connections with those in your network)

[Checklist] a profile checklist so you can make sure your profile ticks all the boxes and reads more like a social profile and not just a digital profile.

Want free access? Sign up here.

The algorithm isn't designed to work against you or in favor of others. I hope this article helps you understand the algorithm in more detail so you can do things to help it work in your favor, more often.

What are your thoughts on the LinkedIn algorithm? (see what I did there? this is the use of tip #9 in action)

Belinda Aramide is a LinkedIn Personal Branding Consultant & Sales Strategist who helps entrepreneurs, small business owners, and sales executives harness the power of their personal brand to sell more and sell more effectively. 

With her Salesfluence sales methodology of bringing influencer-style marketing tactics into the B2B sales process, Belinda is helping to make sales more comfortable for those on both sides of the selling equation.

Available for: 1:1 Coaching & Consultation and Corporate Workshops.