Social Media Marketing
February 8, 2024
Ever wonder why you see certain posts in your LinkedIn feed? That’s the LinkedIn algorithm at work.
The LinkedIn algorithm is a complex system that LinkedIn uses to curate and prioritize content in a user's feed, ensuring that the most relevant, engaging, and valuable posts are highlighted. Similar to other social media algorithms, LinkedIn's algorithm version focuses on professional content to support and encourage networking and business-oriented interactions.
The algorithm analyzes several factors including:
Understanding this algorithm is crucial for brands as they craft their B2B marketing LinkedIn strategy. The LinkedIn algorithm determines not only what content you and your audience will see but also how widely your own posts are distributed within the network.
Source: Joel Lalgee
For brands aiming to make their LinkedIn strategy for B2B marketing more effective, they need to know that the algorithm values quality over quantity content. To be considered high-quality content, your content needs to facilitate more engagement and interaction than an average post.
In this article, we will show you how to effectively use the LinkedIn algorithm for business. We’ll explain how the LinkedIn algorithm works, break down the changes being made to the algorithm in 2024, and share some helpful LinkedIn marketing tools.
Let’s dive into how the LinkedIn algorithm works.
The key to getting your LinkedIn posts into your target audience’s feed is knowing how the LinkedIn algorithm works. For your 2024 B2B marketing on LinkedIn, remember that the platform's algorithm shapes the visibility and reach of each published post. It prioritizes relevance and engagement, showing each user content that aligns with their interests.
The LinkedIn algorithm is rooted in engagement — likes, shares, and comments. Initially, when a user shares a post, the LinkedIn algorithm measures engagement levels. If the post incites users to react or comment, the message signals to the LinkedIn algorithm that it's relevant and engaging, thus advancing it to a broader audience.
Then, LinkedIn's AI reviews the content to see if it violates any of the platform's spam guidelines or community policies. If AI detects a clear violation, it will filter the content. However, if the content type isn’t clear enough to filter automatically, it’s then sent to a human editor for review. If it passes the human editor’s review, then the content continues to be displayed on LinkedIn’s platform.
Understanding how the LinkedIn algorithm works, and effectively utilizing it, can be a game-changer for employers who want to attract top talent. A well-crafted LinkedIn post, strategically timed and targeted, can reach more relevant users, magnify exposure, and generate interest. This heightened visibility can help attract potential candidates and create an attractive employment brand.
In addition, employee advocacy on LinkedIn can be an influential tool in expanding a company's reach, which ties in with the LinkedIn algorithm's tendency to promote valuable content. When employees share and interact with their company's content, the signal of relevance is intensified, encouraging LinkedIn's algorithm to push the content to an even wider audience.
In this example, Andrew Cummins, the Director of Strategy and Business Development at Archer, shares some important company news on his LinkedIn feed. Not only is the content high quality, but it’s spurring interaction, which will put it on the LinkedIn algorithm’s radar and push it to a larger audience.
Source: Andrew Cummins
Once you’ve mastered how to use the LinkedIn algorithm, it’s important to not become complacent. LinkedIn's algorithm is continually being refined to improve the platform's relevance and user experience. So, it's essential for members, particularly those in B2B marketing, recruitment, or employer branding, to stay up-to-date with LinkedIn algorithmic changes to maximize the effectiveness of their B2B content strategy.
Rapid change in social media platforms is not uncommon. This is why it is so important to remain aware of LinkedIn algorithm changes to optimize your B2B marketing strategy.
Prior LinkedIn algorithm updates were primarily centered around enhancing user engagement, ensuring the delivery of top-quality posts, and boosting content that fosters active dialogue. These subtle shifts have made LinkedIn an indispensable tool for businesses and professionals alike.
In 2024, the LinkedIn algorithm will continue to place a premium on quality content and content relevance. As a result, users of the platform can expect another LinkedIn algorithm change: the surfacing of more content that shares knowledge or advice. This LinkedIn algorithm update will strengthen the connections between platform users.
Additional 2024 LinkedIn algorithm changes include favoring:
By modifying your B2B LinkedIn social media strategy to reflect these new algorithm changes in 2024, your business can effectively maximize the use of the platform.
To maximize visibility on LinkedIn in 2024, your brand needs a solid B2B LinkedIn strategy for the algorithm, LinkedIn profile optimization, and the right LinkedIn marketing tools.
Let’s take a look at some tips you can implement for an effective B2B LinkedIn strategy.
Here are some actionable tips you can use to expand your algorithm reach on LinkedIn:
An example of the author contributing meaningful comments on their post.
Feel free to use some or all of these actionable tips. Now let’s review how to optimize your LinkedIn profile for maximum algorithm visibility.
LinkedIn profile optimization is also a crucial factor in maximizing visibility. A polished, well-optimized LinkedIn profile acts as a digital business card, enhancing your professional image on the platform. It contributes to your visibility during LinkedIn searches, and it increases the likelihood of creating more professional connections.
Profile optimization includes:
It's also important to list your skills and experiences along with endorsements from peers in your network.
Employee advocacy on LinkedIn is a powerful tool to help promote your brand, and an employee advocacy platform like GaggleAMP can help you strategically select the best employees to share and engage with your content and others’ content.
By encouraging your employees to become brand ambassadors, you can significantly expand your company's reach. By sharing company updates, achievements, or interesting industry content, your employees can influence their networks and increase your brand’s visibility.
The use of artificial intelligence was everywhere in 2023, and the trend will continue throughout 2024. Towards the end of 2023, LinkedIn announced several AI-powered tools including:
These AI-powered tools offer brands a more efficient way of conducting marketing activities (and research) on the platform.
Ultimately, a savvy LinkedIn strategy, profile optimization, employee advocacy, and AI tools can contribute to a noticeable difference in a company's visibility and outreach on LinkedIn.
Stay up to date with the latest in employee advocacy.
Social Media Marketing
Social Media Marketing
Social Media Marketing