LinkedIn is preparing new features and algorithm changes to help users connect with more targeted audiences months or even years after they publish their best content, according to a recent interview with company leaders.
This information is revealed in a recent talk published in Entrepreneur.com; LinkedIn executives Tim Jurka and Dan Roth addressed topics relevant to increasing engagement on the platform.
Here are the highlights of the discussion.
Suggested Posts: A major algorithm change
LinkedIn is developing a new “suggested post” feature to promote content relevant to specific audiences long after it’s initially shared.
“Right now, content lives and dies in the news feed very quickly,” Jurka said. “We’re trying to collect the sum total of professional knowledge on our platform and make sure it’s there whenever you need it.”
The Suggested Posts feature marks one of LinkedIn’s biggest algorithm changes in years. It represents a change in the way social platforms distribute content by keeping old posts alive if they remain relevant.
LinkedIn confirmed that the feature is currently being tested on a small percentage of users. However, executives did not specify when it might be rolled out more widely.
How LinkedIn will choose posts to suggest
Here’s how suggested posts will work:
LinkedIn’s algorithm can identify content as uniquely valuable if you share a detailed post on a niche topic. Then, for months or years after publishing, your content could appear in the feeds of users who show an interest in that topic, even if they don’t follow you yet.
The goal is to actively match users with relevant content based on their needs in the moment rather than simply showing the most recent posts.
Address claims of declining organic reach
Some content creators say it’s harder to get reach on LinkedIn since algorithm changes began last year.
LinkedIn says the company’s priority is target value over mass reach.
The executives explained that organic reach has always fluctuated on the platform. They argue that meaningful connections are more important than vanity metrics like views or followers.
Precautions against algorithm “hackers”.
LinkedIn warns users not to trust reports that claim to break LinkedIn’s algorithm, arguing that signals are constantly changing.
Instead, Roth says sharing truly useful knowledge is the best strategy.
Takeaway for vendors
Here are some ways digital marketers can adapt their LinkedIn strategy based on these algorithm changes.
Focus on quality over quantity
With LinkedIn prioritizing “knowledge and advice” content that remains useful over time, marketers should shift their focus away from producing a high volume of posts. Instead, focus on posting unique, high-quality information that adds value.
Prioritize niche communities
Mass reach is less important on LinkedIn today. Marketers should engage with niche professional groups and build strong connections with key subsets rather than spraying content all over the platform.
Embrace long-form content
Long, in-depth posts are prime targets for LinkedIn’s Suggested Post and Newsletter features. Marketers should experiment with content and long series.
Monitor Analytics closely
Keep a close eye on audience analytics to see what content is resonating. Let the data guide your strategy rather than following hypothetical “hacks” or best practices.
Try a mix of content formats
LinkedIn now offers more options such as newsletters, live audio and video. Marketers should test and analyze results in various formats to see what best interests their audience.
The key is to provide genuine value and insight to niche professional communities rather than broad posts and spam. Quality over quantity is now more critical than ever.
Additional features and offers
In addition to the aforementioned features, LinkedIn is exploring more ways to integrate newsletters and audio features as they build their content offerings.
The changes illustrate how LinkedIn aims to move from a social network to a knowledge-sharing platform for professionals. The long-term viability of legacy content through suggested posts is an important part of this strategy.
Frequently asked questions
How will LinkedIn’s Suggested Post feature improve content visibility?
LinkedIn’s upcoming suggested publishing feature is designed to significantly extend the life and reach of valuable content on the platform. By promoting posts based on relevance rather than recency, useful knowledge and insights can remain in circulation for extended periods, allowing them to reach interested users months or even years after they’ve been shared. initially Key benefits include:
Better content longevity, as impactful posts can appear in users’ feeds long after publication. Increased visibility for content creators who focus on niche topics by matching their posts with users who demonstrate interest in those areas. A shift from ephemeral content to a repository of lasting professional knowledge, as LinkedIn aims to facilitate lasting connections between content and user needs.
What content formats should marketers experiment with on LinkedIn to maximize audience engagement?
As LinkedIn improves its platform capabilities, marketers have multiple content formats to explore to maximize audience engagement. These formats include:
Long-form, insightful articles and posts that target niche professional groups and can take advantage of the Suggested Post feature. Newsletters that can help maintain constant communication with interested followers. Audio and video content, including live broadcasts, to capture the attention of users who prefer more interactive or personal formats.
An experimental approach with these formats and close monitoring of engagement analysis can help marketers find the optimal combination that resonates with their communities.
Featured image: tovovan/Shutterstock
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