New LinkedIn Algorithm for Your Brand Success


Sep 21, 2023


10 min read

LinkedIn has solidified its position as the go-to platform for professionals and businesses alike. While traditionally considered a business-centric network, LinkedIn’s essence as a possible avenue for social media marketing and networking cannot be overlooked. What works for Linkedin today is not just personal connections but also other influencers sharing their insights through relevant content. with relevant keywords. Similar to its counterparts, Linkedin heavily relies on a sophisticated algorithm to determine which content reaches its users’ feeds. So it’s important to know how does Linkedin algorithm work. Understanding the inner workings of this algorithm has become paramount for individuals and brands aiming to maximize their visibility and engagement on the platform with relevant content.

With the arrival of 2023, Linkedin has introduced an updated algorithm, promising to revolutionize the way content is distributed to its vast user base. This algorithmic shift holds tremendous potential for marketers, enabling them to fine-tune their Linkedin strategies and amplify their brand presence. To unlock the true power of this new algorithm and ensure that your Linkedin posts reach the right audience, it is crucial to grasp the underlying factors driving its decision-making process.

In this comprehensive guide, we delve into the intricacies of the 2023 Linkedin algorithm. We will equip you with the knowledge and insights necessary to employ this algorithm to your advantage by dissecting its key components and shedding light on the crucial factors shaping its operation. Join us as we unravel the secrets behind LinkedIn’s magic formula, empowering you to navigate the ever-changing landscape of Linkedin marketing with confidence and finesse.

Let’s explore!

What is the Linkedin algorithm?

The Linkedin algorithm employs a sophisticated set of criteria to determine the visibility of posts on the platform, catering to a tech-savvy audience.

With over 810 million members and growing, LinkedIn’s algorithm faces the monumental task of analyzing billions of posts daily. Its primary objective is to curate a captivating newsfeed personalized to each user’s preferences and interests. Let’s take a moment to appreciate the hard work of those Linkedin robots—maybe we can even consider sending them some virtual flowers as a token of gratitude!

LinkedIn’s focus goes beyond mundane networking; it aims to create an engaging environment that resonates with the tech community. It’s like attending a lively party where you casually carry your resume in case someone wants to take a peek!

How Does It Work

Knowing how to optimize your content to align with the Linkedin algorithm can greatly benefit your visibility, but failure to do so may result in your content languishing in Linkedin purgatory. Read on further to uncover the inner workings of the Linkedin algorithm to take some notes!

1. Content Classification

The algorithm employs a multitude of factors to determine the relevance of your post to your audience. It classifies posts into three categories: spam, low-quality, or high-quality.

  • Spam: To avoid being flagged as spam, steer clear of poor grammar and excessive links. Posting too frequently (more than every three hours) or tagging an excessive number of people (more than five) can also trigger spam detection. Additionally, be cautious of using hashtags like #comment, #like, or #follow, as they may raise red flags.
  • Low-quality: While not classified as spam, these posts fail to adhere to content best practices. If your post lacks engagement, the algorithm may deem it as low-quality content.
  • High-quality: These are posts that align with LinkedIn’s content recommendations. They exhibit the following characteristics:
  • Readability: Ensure your post is easy to comprehend, employing clear and concise language.
  • Encourages engagement: Pose a question to prompt responses from your audience.

  • Hashtag usage: Limit the use of hashtags to three or fewer in order to maintain post quality.
  • Strong keywords: Incorporate relevant and impactful keywords that resonate with your target audience.
  • Tagging strategy: Tag individuals who are likely to provide genuine responses, avoiding spamming tactics. And remember, no spamming!
  • Outbound links: Consider placing outbound links in the comment section rather than the post itself.

You can enhance your content’s chances of being classified as high-quality by the Linkedin algorithm if you simply adhere to these guidelines.

2. Linkedin and its Test for Your Post

Linkedin subjects your post to a crucial test of engagement. Once the algorithm confirms that your post isn’t spam, it initially showcases it to a select group of your followers. If your post garners significant engagement in the form of likes, comments, and shares right from the start, Linkedin recognizes its appeal and expands its reach to a broader audience. This is why some individuals are tempted to join Linkedin pods, seeking to amplify early engagement.

However, if there’s little to no response during this stage, or if your audience flags your post as spam or chooses to hide it from their feeds, Linkedin will not further promote it. This pivotal testing phase occurs within the first hour after sharing your post, making it a crucial make-or-break moment.

Maximize the potential of this time test by following these strategies:

  • Optimal Timing: Post when you know your followers are active on LinkedIn. Utilize Linkedin analytics or tools to determine the best times for engagement.
  • Engage with Comments: Respond promptly and thoughtfully to any comments or questions on your post, fostering a sense of interaction and community.
  • Spark Engagement: Encourage interaction by posing questions or providing prompts that entice your audience to participate in discussions.
  • Consistent Posting: Maintain a consistent posting schedule, allowing your dedicated followers to anticipate and engage with your new content.
  • Active Networking: Engage with other posts on LinkedIn, increasing your visibility and potentially inspiring others to explore your latest content.

With the implementation of these tactics during the crucial first hour, you can optimize your post’s chances of capturing attention, driving engagement, and ultimately expanding its reach within the tech community on LinkedIn.

3. LinkedIn’s Rules for Engagement

Once your post starts generating engagement, the powerful Linkedin algorithm will begin expanding its reach to a wider audience. The selection of Linkedin users who get to see your post depends on three key ranking signals:

  • Connection Strength: The algorithm prioritizes Linkedin users who are closely connected to you, such as colleagues, current or past work associates, and individuals you’ve interacted with previously.
  • Topic Relevance: Linkedin determines a user’s interests based on the groups, pages, hashtags, and people they follow. If your post mentions topics or companies that align with a user’s interests, it increases the likelihood of them seeing your content. According to LinkedIn’s Engineering blog, the algorithm also considers additional factors like the language used in the post and the companies, people, and topics mentioned.
  • Probability of Engagement: This signal is measured in two ways. Firstly, it evaluates the likelihood of a user engaging with your post based on their previous behavior and their engagement history with your previous posts. Secondly, it takes into account the overall engagement generated by the post itself. If your post becomes a hot topic, sparking conversations and attracting significant engagement, more users content are likely to join the discussion.

Tips To Ace Your Linkedin Marketing Strategy

To effectively navigate the algorithm and make the best of your Linkedin Marketing strategy, content creators in the tech space should focus on relevance and employ various strategies. We have also created a Linkedin Content Calendar Template to make life easier for you and your team. Other than that, here’s what you can do!

Know Your Audience
To effectively engage your audience on LinkedIn, it’s crucial to deeply understand who they are and what interests them. Conduct thorough audience research by leveraging analytics and insights from other platforms. Identify their demographics, preferences, interests, and pain points. Use this knowledge to tailor your content and messaging to resonate with their needs and interests on LinkedIn. Creating content that addresses their specific challenges or provides valuable insights can establish a strong connection and drive engagement.

  • Utilise Engaging Formats:
    Visual content is highly effective in capturing attention and generating engagement on LinkedIn. Posts with images tend to receive more comments compared to text-only posts, while videos often generate five times more engagement. Emply these engaging formats to enhance the impact of your content. Incorporate visually appealing images, videos, or even animations that align with your messaging and make your posts stand out in the feed. Compelling visuals can pique curiosity, encourage interaction, and drive higher engagement levels with your audience.
  • Optimal Posting Times:
    Timing plays a crucial role in maximizing engagement on LinkedIn. While the general consensus suggests that Tuesdays and Wednesdays at 9 a.m. are optimal posting times, analyzing LinkedIn-specific analytics and audience behavior is essential to determine the best times for your specific audience. Employ Linkedin analytics tools or platforms like Hootsuite Analytics to gain insights into when your followers are most active. Posting your content when your audience is online and ready to engage can definitely help you increase the visibility and reach of your posts, driving higher engagement levels.
  • Promote and Tag:
    To expand the reach of your posts and increase visibility, it’s important to use promotion and strategic tagging. Tag relevant companies, influencers, or individuals in your posts to attract their attention and encourage them to engage with your content. Utilize strategic keywords related to your industry or niche to optimize the discoverability of your posts. Additionally, incorporating relevant hashtags can help your posts appear in relevant topic feeds and reach a broader audience. Consider creating and promoting branded hashtags that are unique to your brand, as this can foster a sense of community and increase visibility among your target audience.
  • Encourage Engagement:
    LinkedIn’s algorithm rewards engagement, particularly posts that spark conversations and discussions. One of the most effective ways to encourage engagement is by posing questions to your audience. Ask thought-provoking questions related to your industry, trends, or challenges. This not only prompts your audience to share their opinions and insights but also positions your brand as a thought leader and creates opportunities for learning more about your audience’s interests. Importantly, actively participate in the discussions, respond to comments, and foster meaningful dialogues to strengthen the engagement further.
  • Craft Original, Engaging Content:
    Original content tends to perform better and elicit more engagement than shared content. While repurposing content or incorporating user-generated content can be valuable, try to find ways to add your own commentary or value to make it unique. Reframe the content, provide your analysis, or share your personal insights. This not only sets your posts apart but also encourages your audience to engage with your perspective and join the conversation. Additionally, consider incorporating conversation-provoking questions in your posts to stimulate discussions and further engage your audience.
  • Build a Strategic Network:
    Building a healthy and active network is crucial for currying favor from the Linkedin algorithm. Ensure your personal profile and company page are complete, updated, and optimized for visibility. Building connections relevant to your industry or those you think would be interested in seeing updates from you is the key to beat Linkedin algorithm. Encourage your employees to showcase their affiliation with your company on their profiles and use your corporate hashtag. Actively follow others and attract followers who are genuinely interested in your content. Participate in relevant Linkedin Groups or even create your own to foster engagement and expand your network.
  • Embrace New Formats:
    Linkedin often gives a boost to new features and formats as they are introduced. Be an early adopter and experiment with these new formats. Whether it’s Linkedin Live, Linkedin Articles, Linkedin Slides, or any other emerging format, embrace them to stand out and gain an advantage within the algorithm. Even if some features do not last, being an early adopter can provide an edge in terms of visibility and engagement.
  • Genuine Engagement, Not Begging:
    While engagement is important, explicitly asking or encouraging the community to boost your reach by liking, reacting, or commenting on your Linkedin post and articles in a spam-like manner is discouraged by LinkedIn. The algorithm actively reduces the reach of such posts. Instead, focus on delivering reliable, credible, and authentic content that sparks genuine engagement. Foster meaningful conversations, respond to comments, and create value for your audience. Building authentic relationships and fostering genuine engagement can help establish trust and credibility with your audience while gaining favor with the algorithm.

In Conclusion

The world of social media marketing is a tough one to navigate, but understanding and leveraging the algorithm can be a key to unlocking the full potential of your content.

As you navigate the Linkedin algorithm, Saffron Edge is here to help you make the most of this dynamic platform. Reach out to us today to explore how our expertise in digital marketing can propel your Linkedin presence to new heights. Let’s unlock the power of Linkedin together!