LinkedIn achieved an increase of 27% in revenue and 24% with on-platform sessions, according to the FY19Q3 results published by Microsoft. And, to sustain its strong growth momentum, LinkedIn has changed its algorithm for post ranking and feed distribution, focusing on expanding engagement.
What Caused the Change?
LinkedIn noticed that its engagement indicators were leaning towards the 1% power users on the platform which discouraged users with a smaller number of followers and less feedback.
The company risked creating an ecosystem where viral actions were gained only by top users, while the rest of the content creators would suffer by facing a continuous decrease of engagement on their posts.
The solution which LinkedIn implemented was to change its post ranking algorithm to promote content from more users and encourage professional conversations among a broader community.
Introducing the “Contribution” Metric
To improve user engagement and retention, LinkedIn has introduced the contribution metric when identifying its candidates for content distribution. The model comprises the users’ intention to share content, react or comment on a specific post. Also, it considers timely feedback to audience builders.
So, LinkedIn is now rewarding audience builders and doesn’t only publish their best content to optimise feedback. The main goal is to promote and encourage professional conversations across the platform and increase user retention.
How to Create Content for Optimum Feedback Levels
To optimise the performance of your posts on LinkedIn you must account for the new algorithm update. LinkedIn’s content distribution system is working to promote the most engaging content from power users but also supports its smaller groups and sub-communities.
So, if you’re looking to maximise your content’s performance and engagement rates on the platform, account for special audience niches, use compelling hashtags and create content which drives towards a conversation.
Although LinkedIn doesn’t offer a special formula to optimise your content distribution level, you can implement and leverage on several elements in your posts such as:
- Encourage feedback through your posts. For example, when you’re posting a link, also add your opinion on the subject.
- Choose the best post format for the subject. LinkedIn’s algorithm doesn’t favour a specific content format. You’ll notice posts including video, text, long or short form articles and multi-image posts. And more will come.
- Include @ mentions to involve individuals you know into the conversation. If you consider that you know a professional who could add value to your post, use @ to mention that person.
- Make sure you also engage in your conversation through comments and responses to other users opinions.
Pete Davies, the Senior Director of Product Management at LinkedIn, also suggests that you should niche down and concentrate on specific matters or subjects and that you should only add a maximum of three hashtags to each post.
Final Thoughts
LinkedIn is the main social media platform dedicated to professionals and B2B marketers around the world. Users can leverage its potential to grow an online audience with a high potential for social selling. However, to increase your chances for conversions, you must understand how LinkedIn’s algorithm system works.
So, implement the platform’s algorithm updates to reach a broader audience and strengthen your content’s engagement and retention rates.
