What is the LinkedIn algorithm? How does it work in 2024? What are the types of posts that perform the best? If you're looking to grow through personal branding or simply expand your business through content creation on LinkedIn, you'll find answers to these questions in this article.

The purpose of this article is to explain how LinkedIn operates based on various research and studies to increase your organic reach on your various posts.

The algorithm evolves over the years, and LinkedIn takes stances on what it wants to prioritize.

Based on the 4th edition of Richard Van Der Blom's study, a result of 1200 hours of work and analysis of 10,000 publications.

Here are the different types of posts we will explore:

• Text posts
• Text posts with images
• Carousels
• Video posts
• LinkedIn polls

How to Make Good LinkedIn Posts?

First, let's look at the main rules for LinkedIn posts to build personal branding or develop your LinkedIn network with a high engagement rate:

• Formatting your posts will increase performance by 15-30%.
• Posting and engaging with your post within the first 60 minutes will increase impressions by 40%.
• Using different writing styles, bold text, and more than 15 emojis/special characters will decrease impressions by 15%.
• Asking questions in your post will increase engagement by 35% and impressions by 20% on average.
• If you tag 3 or more people and they don't respond, you'll be penalized by the algorithm.
• Diversifying the formats of your posts will increase engagement by 50%.
• It's important to identify the best timing for your posts.
• Remaining consistent in the number of posts you make will get you more visibility from the algorithm.
• Creating discussion threads in your posts will help increase engagement by 60% on average.
• If you accumulate a series of low-performance posts, the algorithm will penalize you.

Now let's move on to the different types of posts and their advantages. We'll see in detail how to optimize the posts you make based on their types.

Text Posts

• How to optimize your LinkedIn post? Here are the key points to remember:
• The optimal character count is between 1800 to 2000 characters.
• Avoid brief content.
• Posts with less than 1000 characters lose about 25% of impressions.
• Text should be well-structured and concise to make it readable, influencing impressions and engagement positively.
• Take time to craft compelling headlines and conclusions.
• There's no negative impact on chaining posts with text only.

This type of post is perfect for storytelling or providing actionable tactics.

Text Posts with Images

How to optimize your LinkedIn post with an image? Here are the important points to remember for this year 2024:

• The optimal character count for this type of post is between 900 and 1200 characters.
• The choice of the image is crucial; it must be personalized and creative (stock images will perform much less).
• More images result in more impressions (up to 5 images).
• Space out your text to make it more readable, which will affect your engagements and impressions.
• This is the best content for storytelling or presenting infographics.

Carousels

How to optimize your LinkedIn carousel? What are the tips for creating an optimized carousel? Let's see how to create an optimized carousel for LinkedIn:

• Aim for 12 slides for your carousel.
• Use between 25 and 50 words per slide.
• Make sure there are a maximum of 500 characters in total across all slides.
• A vertical format will be optimal.
• Use a maximum of 3 colors that reflect your brand image.
• Combining the carousel with another type of post will be optimal.
• Post in the morning for optimal results

Video Posts

How to optimize your LinkedIn video post? What are the tips for making a good LinkedIn video? Here are the tips to follow if you want to make a good video post:

• Ideal video length is between 1 minute and 1 minute 20 seconds.
• After 8 seconds, 30% of people stop watching the video, so intrigue the viewer to keep them engaged.
• Use a vertical format and add a thumbnail to encourage clicks.
• This format is more suitable for explaining processes, tools, or introducing an event.
• Make a video specifically for LinkedIn; don't use links from TikTok or YouTube, etc.
• Have a clear and compelling call-to-action

Poll Posts

How to optimize the publication of a poll on LinkedIn? Here are the points to consider for creating a poll:

• Your text should be less than 500 characters.
• Providing an explanation of the purpose and intention of the poll is key to engagement.
• Carefully choose 3 options for better results.
• To increase engagement, an option like "Other, see my comment" can be considered.
• Ask a clear and direct question, avoiding niche topics.
• Keep the default survey duration to one week.
• You can make a post in the form of a carousel or a text post with an image to discuss the poll results

Article/Newsletter Posts

How to optimize posting articles on LinkedIn? How often should you post your article? When to publish them during the week?

• The article should contain between 800 and 1200 words.
• Format the text to be easily readable.
• Don't include too many images.
• Include only one external exit point.
• Ideally, publish an article/newsletter twice a month.
• Articles are much more read during the week (Tuesday, Wednesday, Thursday, and Friday).
• Increases credibility.
• You can also optimize the SEO of your articles to increase impressions.
• Remember to share them on other networks