LinkedIn can be a very attractive channel, especially for B2B brands. Here is everything you need to know about recent changes to the algorithm and how to create attractive content.
LinkedIn has become the number one platform for professionals and B2B brands. It has been a platform for social media with a consistent mission and it attracts millions of people and brands who want to focus on building professional relationships.
Just a few months ago, Microsoft announced that there were & # 39; record levels of engagement & # 39; were on LinkedIn, with 24% growth in the first quarter for on-platform sessions. It is therefore not surprising that in recent years more brands have been investing time in updating their LinkedIn strategy.
A good way to understand how LinkedIn works and how you can improve your engagement is to look at their algorithm and their recent updates.
Insight into LinkedIn's algorithm
LinkedIn recently updated their algorithm that determines what appears in our feeds. We might talk more about Facebook's algorithm when it comes to changes in social media, but it's still useful to understand how other platforms behave. When it comes to LinkedIn, what appears in our feeds is based on their framework of "People you know talk about things you care about. & # 39;
The most obvious messages that appear in your feed are about the people you're connected to or following. There are also messages that your connections liked, that you responded to, or that you shared in your feed. You can also see messages from groups, hashtags and topics that you follow.
The idea is to discover content that you care about. However, it is not sufficient to focus on relevance without the necessary value. The greater the value, the greater the chance that you will see a message in your feed.
LinkedIn relies on a machine learning algorithm that identifies the best conversations of all members that should appear on your feed. There is a two-pass architecture that is in the fraction of the second thousands of messages to choose the most relevant for each member. The first pass rankers (FRP) deal with the preliminary selection based on predictive relevance (which they assume you find relevant). This selection can include, for example, updates to your connections, vacancies and sponsored updates. The second pass ranker (SRP) combines all preliminary scores to compile a single ranking list.
The FollowFeed is the most important first pass ranker that makes all feed updates from your network more difficult and contains more than 80% of your feed updates. These updates have even led to more than 95% of members' conversations.
After an extensive series of tests and advanced machine learning functions, LinkedIn now focuses even more on the likelihood of contribution for the messages that appear on your feed. This way LinkedIn members see the content that they have more chances to share, respond or respond to.
For more technical details about LinkedIn's algorithm, read their blog about their latest updates.
Focus on involvement
LinkedIn wants to encourage participation and the increase in involvement with the platform comes from a series of changes to their algorithm. Just as with Facebook, "meaningful interactions" are important to ensure that users are exposed to the most attractive content.
From a brand perspective, it is very important to keep track of these changes to ensure that you create compelling content.
It is crucial to encourage conversations to increase the chance that your content will appear in more feeds.
You can start building engagement through a series of steps
- Create messages that lead to conversations: don't just share a link that you find interesting, ask a question and try to make it more attractive
- Encourage people to name others: be creative with your content and encourage people to name others who find your posts interesting.
- Be part of existing conversations: Use your personal profiles to participate in existing conversations and follow your brand mentions to respond
- Use employee advocacy to reach a wider network: Ask for help from your employees and their personal networks in sharing important content
- Create content that people want to share: use the psychology of a social media user and create content that is interesting enough for your audience to share immediately
Improve your LinkedIn strategy
Pete Davies, Consumer Product at LinkedIn, has written an article with his own tips on how you can improve your LinkedIn content strategy to ensure that your posts are displayed in user feeds.
Some of his tips are:
- Encourage conversations: Recent changes to LinkedIn's algorithm make it necessary to create content that people want to contribute to this. Strive for commitment that really feels.
- Choose a niche above broad: think of your target group and focus on your niche. You don't have to share general messages, because LinkedIn members prefer niche topics that interest them.
- Be authentic: authenticity can help you stand out with your content. In addition to relevance and value, you also want to control your own tone of voice that will help you build a stronger community.
Moreover, we also see more brands adding to their LinkedIn strategy:
More brands share videos & # 39; s and they appear more often in our feeds in recent months. Not all videos are supposed to be around campaigns, you can also share videos from your team, interesting interviews or even UGC that may be relevant.
There is a new trend on LinkedIn with messages that stand out for their creativity. What about sharing link messages that people can't ignore?
Hashtags have also become increasingly important on LinkedIn, especially if you want to improve your niche relevance.
When it comes to LinkedIn, what we have to remember when creating content is why people visit the platform. People visit LinkedIn to make contact with like-minded professionals. The content must be both interesting and attractive to ensure that your brand remains relevant
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