LinkedIn algorithm update Could Boost Your Top Posts for Months

A recent algorithm update on LinkedIn is set to prolong the visibility of your best posts for an extended period.

LinkedIn is introducing new features and algorithm tweaks aimed at helping users engage with more targeted audiences long after their top content is published, as revealed in a recent interview with company executives.

The information was disclosed in a recent presentation published on Entrepreneur.com; LinkedIn’s Tim Jurka and Dan Roth discussed topics related to enhancing engagement on the platform.

Highlighted Posts – A Significant Algorithm Change

LinkedIn is working on a new feature called “highlighted posts” to promote relevant content to specific audiences long after its initial publication.

“At present, content on newsfeeds has a short lifespan,” said Jurka. “We aim to aggregate professional knowledge on our platform and ensure it surfaces when needed.”

The introduction of highlighted posts marks one of LinkedIn’s most substantial algorithm changes in recent years. It signifies a shift in how social platforms distribute content by maintaining the relevance of older posts.

LinkedIn has confirmed that the feature is currently undergoing testing with a small group of users. However, the executives did not specify when it might be rolled out more widely.

How LinkedIn Will Select Posts to Highlight

Here’s how highlighted posts will function: LinkedIn’s algorithm may identify content as particularly valuable if you share an insightful post on a niche topic. Subsequently, for months or even years after you’ve posted it, your content could appear in the feeds of users interested in that subject, even if they don’t follow you. The objective is to actively match users with relevant content based on their needs at any given moment, rather than simply displaying the most recent posts.

Addressing Concerns About Decreased Organic Reach

Some content creators have expressed concerns about the increased difficulty in gaining organic reach on LinkedIn since algorithm changes were implemented last year.

LinkedIn maintains that the company prioritizes targeted value over mass reach.

The executives explained that organic reach has always fluctuated on the platform. They argue that meaningful connections are more crucial than vanity metrics like views or followers.

Cautions Against Algorithmic “Hacks”

LinkedIn warns users to be cautious of reports claiming to have cracked the LinkedIn algorithm, explaining that signals are constantly changing.

Instead, Roth advises sharing genuinely helpful knowledge as the best strategy.

Takeaways for Marketers

Here are some ways digital marketers can adapt their LinkedIn strategy considering these algorithm changes.

Focus On Quality Over Quantity

As LinkedIn favors “knowledge and advice” content that remains useful over time, marketers should shift their focus from producing a large volume of posts. Instead, focus on publishing genuinely unique, high-quality insights that provide value.

Prioritize Niche Communities

Mass reach is less important on today’s LinkedIn. Marketers should engage with niche professional groups and build strong connections with key subsets, rather than dispersing content across the platform.

Embrace Long-Form Content

Lengthy, in-depth posts are prime targets for the new highlighted posts feature and newsletters on LinkedIn. Marketers should experiment with long-form content and series.

Monitor Analytics Closely

Keep a close eye on audience analytics to see what content resonates. Let data guide your strategy rather than following hypothetical “hacks” or established best practices.

Test a Variety of Content Formats

LinkedIn now offers more options like newsletters, audio, and live video. Marketers should test and analyze results across multiple formats to see what best engages their audience.

The key is providing genuine value and insight to niche professional communities versus broad, spammy posts. Quality over quantity is now more critical than ever.

Additional Features and Offerings

In addition to the features mentioned above, LinkedIn is exploring more ways to integrate newsletters and audio features into their content offerings.

These changes illustrate how LinkedIn aims to transition from a social network into a knowledge-sharing platform for professionals. The long-term viability of old content through highlighted posts is a big part of that strategy.

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