LinkedIn has outlined some of the latest updates to its content distribution algorithm, which could significantly alter posting approaches, including a bigger focus on valuable, evergreen updates, its ongoing efforts to stamp out clickbait approaches, and changes to its “Creator Mode” offering.


Firstly, LinkedIn says that it’s looking to put more focus on maximizing value in the app, as opposed to timeliness, necessarily, which could see more content have a longer shelf-life.


So, let’s say you went to LinkedIn and posted a detailed lesson about how your STEM product works. Typically, that post would disappear from people’s feeds within a few days or more. Now LinkedIn is thinking differently. It might identify your post as uniquely useful – and whenever other users show an interest in STEM technology, it might display your post in their feed as a special “suggested post.” This means your content could actively live on for months or even years, reaching a hyper-targeted audience.


The main aim of this change, LinkedIn says, is to better align with its mission to “connect the world’s professionals to economic opportunity,” through niche, valuable content that helps members grow their knowledge in their specific areas of interest.


So rather than posting about timely, trending topics, as has generally been the best approach to maximise traction in social apps, we could actually see more benefit from posting more in-depth, insightful posts, including information that people can’t get anywhere else.


In that case, we shouldn’t bother chasing posting trends, like best times to post, post length, etc. Instead, focus on sharing insights and knowledge – another great consideration for your platform strategy.


Another interesting point of note is the platform’s move away from clickbait-style, spaces-between-each-sentence posts, or ‘broetry’ as it became known a few years back. LinkedIn users have long been employing this as a tactic to improve post reach, because users are forced to tap on the “Read more” prompt to get the full context. In the past, LinkedIn’s algorithm understood those clicks to be a positive engagement, which would thereby increase its ranking signal.


LinkedIn doesn’t count “read more” clicks the same way anymore and has been squashing ‘broetry’ for some time now.


Other points of note..

  • LinkedIn is developing new CTA button options for user profiles, including a “Subscribe to My Newsletter” option, among others. Custom CTA buttons had been a function of “Creator Mode”, which LinkedIn recently with its core functions now being made to all LinkedIn members.
  • LinkedIn is moving away from the term ‘creator’ because most LinkedIn members already have other titles (i.e. “doctor”, “lawyer”) that they better identify with in a professional context.
  • LinkedIn plans to expand its newsletter product this yea

These are some other considerations which could help you outline a more effective LinkedIn strategy, in line with its key areas of focus.


For example, if you have a blog post or piece of research that regularly gets referenced, it could be worth re-sharing that via your company page, in alignment with this new push towards more valuable material.


Hopefully, in the long term, these updates can deliver better results for your LinkedIn referral traffic.


For further LinkedIn insights and specialist comms counsel   contact [email protected]


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