LinkedIn can be a very engaging channel, especially for B2B brands. Here’s everything you need to know about the recent changes in the algorithm and how to create engaging content.
LinkedIn[1] has turned into the number one platform for professionals and B2B brands. It’s been a social media[2] platform with a consistent mission and it is attracting millions of people and brands who want to focus on professional relationship building.
Just a few months ago, Microsoft announced that there has been ‘record levels of engagement’ on LinkedIn seeing a Q1 growth of 24% for on-platform sessions. It’s not surprising then that more brands are investing time in updating their LinkedIn strategy over the last few years.
A good way to understand how LinkedIn works and how to improve your engagement is to look at their algorithm and their recent updates.
Understanding LinkedIn’s algorithm
LinkedIn has recently updated their algorithm that decides what shows up on our feeds. We might be talking more about Facebook’s algorithm when it comes to social media changes, but it’s still useful to understand how other platforms behave. When it comes to LinkedIn, what comes up on our feeds is based on their framework of ‘People You Know, Talking About Things You Care About.’
The most obvious posts that show up in your feed have to do with the people that you’re connected to or follow. There are also posts that your connections have liked, commented, shared that show up on your feed. Moreover, you can also see posts from groups, hashtags and topics that you follow.
The idea is to discover content that you care about. It’s not enough though to focus