Understanding the 2024 LinkedIn Algorithm

To better understand the LinkedIn algorithm, we will present the changes and findings from research conducted on LinkedIn posts and show you in detail what has changed in the LinkedIn algorithm.

It's important to note that LinkedIn aims to highlight engaging content above all else, and engaging content is considered relevant. LinkedIn modifies its algorithm's functioning from year to year, which is why we will analyze it based on the 4th edition of Richard Van Der Blom's study. This study is the result of 1200 hours of work and analysis of 10,000 posts.

Firstly, here are the topics we will cover:

1. Performance of posts based on type, comparing member profiles and company profiles
2. Guidelines to follow for an effective content strategy
3. Pillars of a successful strategy
4. Impact of different engagements on a post
5. Attitude to adopt to ensure visibility
6. 7 secrets to perfect posts
7. Analysis of actions to take or avoid

Performance vs Impressions Based on Types of Posts

Let's start by comparing the performance of different types of posts based on whether they are from a page or a LinkedIn profile:

It's clear that certain formats (text posts and text posts with images) perform much better for profiles than for LinkedIn pages.

Depending on whether you want to use your LinkedIn page or your profile, certain types of posts will be more favorable.

Best Practices for Increasing Impressions and Engagement on LinkedIn

We will explore what needs to be done daily on LinkedIn to maintain your account and increase your statistics:

• Engage in discussions under your posts; don't hesitate to respond and be proactive in replying to comments.
• The first hour after posting is crucial, so be as reactive as possible for up to 1 hour after posting.
• Making sub-comments will increase your impressions, so don't hesitate to start debates in your comments.
• Tag one of your connections with a question to prompt them to respond.
• Repost your content after 6-8 hours to extend its visibility.
• Intelligently recycle your content by using different types of posts and focusing on different content angles.

Pillars of a Successful Strategy

• Here are the different themes you can address differently in your LinkedIn posts. These are themes that work and help improve engagement:
• Personal storytelling: Share your experiences, stories while delivering value.
• Thought leadership: Inspire people; it will help you build a strong personal brand.
• Event-related content: Take advantage of events to create content from different angles.
• Educational content: Teach people things; it will generate great interest.
• Industry-related content: Your competitors as well as your collaborators will be happy to see industry updates, thus increasing engagement.
• Unique value proposition: Be innovative and creative; try to find posts that will directly engage your readers.

Impact of Different Engagements on a LinkedIn Post

The LinkedIn algorithm has its own ratio based on the engagement provided by a user on your post. Here's a scale of "points" you gain based on different interactions:

• A like: 1 point
• A comment: 15 points
• An instant repost: 10 points
• A repost with a text: 3 points
• A save: 8 points
• A click on "see more": 5 points

As you can see, there are many aspects to focus on. It's best to:

• Aim to engage by leaving comments for your readers.
• An instant repost or a save indicates high-quality content that delivers value.

Attitude to Adopt on LinkedIn to Ensure Visibility

Now, let's see how to behave on LinkedIn to increase impressions and engagement:

• Connect and engage in discussions with new profiles.
• Interact as much as possible with other creators to expose yourself to different circles.
• Engage in discussions to be questioned by other creators, creating a loop and bringing you closer to a new circle of readers.
• Private messages are important; personalize them.
• Don't hesitate to bookmark valuable posts or those that give you ideas.
• Filter your newsfeed and unsubscribe from content that doesn't match what you're looking for.

7 Secrets to Perfect Posts

There's a lot to know depending on the type of content you want to create, but if we had to summarize, here are the key points to remember for successful content:

• Work on your hook; deliver value or tell something your readers don't know.
• Spend time on the visual aspect of your post; whether it's text or an image, it should be attractive.
• Format your text for quick reading (spacious and easily readable).
• The length of your post depends on its type; match it with the type of post.
• Find the right timing by trying different posting times and optimizing the time of your posts gradually.
• End your post with a clear and direct conclusion (a call to action or a question, feedback). Preferably post during working hours (generally when you're likely to have the most simultaneous connections).

If you want to delve deeper into how to optimize your posts based on type, here's our article that answers the question for each type of content

Analysis Feedback on Actions to Take or Avoid

Now let's see what actions to take or avoid after analyzing hundreds of thousands of posts:

• External link? Provide a preview of what you're going to reveal to the reader.
• Live and audio content are highlighted on LinkedIn, so take advantage of them (increases engagement by about 40%).
• Space out your posts (one post per day is sufficient).
• Hashtags are useful when relevant; don't overuse them.
• Editing the post will penalize you in terms of the algorithm (a 15% decrease in impressions per edit).
• Be patient; your impressions increase by 30% after the second and third days.

This is how the LinkedIn algorithm works. We've summarized what they like and dislike, as well as the different pillars on which you can base your content for it to work.

You can find an article that details the different types of LinkedIn posts and their rules here: 7 contents to explore on LinkedIn