The LinkedIn Algorithm is Changing….. for the better.

LinkedIn is making a conscious effort NOT to become another Facebook, here’s why.

A recent interview with a LinkedIn employee has brought to light that the algorithm has undergone a few updates.  Those changes will impact you and me if you have started to take advantage of the fact that it has become a lot more “dumbed down” or “informal” since lockdown. Read the full article here as it appeared in the Entrepreneur or read on for my summary.

LinkedIn recently made some changes to its algorithm based on user feedback. They noticed that too much irrelevant and non-professional content was flooding users’ feeds, and they wanted to address this issue. Good news for those who were worried it was being diluted and becoming just like all the other populist platforms.

As business owners in the sports industry or athletes looking for sponsorships, it’s essential for us to focus on content that truly matters to us but specifically our audience.

 

Here’s what you need to know:

• Say goodbye to posts that try to game the system. LinkedIn will no longer reward non-professional content that aims to manipulate engagement metrics. They want to maintain a professional environment and avoid the influx of Facebook-style content that emerged during the pandemic. It’s a step in the right direction, as it ensures that the most engaging and relevant content takes the spotlight. No more posting something because you know it will be engagement bait it needs to be relevent. However, it also means that in our industry we need to curate our content carefully as what might be viewed by some, as a post about a swim on a beach and lunch after, is actually a post about training plans and nutrition.
• Your first-degree connections matter. LinkedIn acknowledges that the most valuable content often comes from people we know. Therefore, your feed will prioritise updates from your direct connections and those you choose to follow. This is good news because you’ll be able to see updates from industry experts, potential sponsors, and fellow business owners in the sports field rather than random profiles and pages who have no connection to you or what you do.

 

 

• Expert knowledge and advice are in the spotlight. LinkedIn is keen on highlighting valuable insights. To identify these, the platform considers your profile information, activity, and engagement within your niche. If other members in your industry engage with your posts, it’s a strong signal that you’re sharing relevant and valuable material. So, remember to share your expertise and engage in meaningful conversations to increase your post reach. In my experience, this is something most of my clients already do but in a push to move away from becoming the next Facebook, LinkedIn will be focusing on this more over time.
• Genuine opinions and advice shine bright. LinkedIn’s algorithm is on the lookout for opinionated and advisory content. Instead of simply reposting others’ content, try to share your unique insights and perspectives. By doing so, you establish yourself as an expert and attract the attention of users interested in your field. It’s all about providing value and standing out with your own thoughts but avoid becoming a keyboard warrior!

LinkedIn is continually improving its system to categorise content into relevant topics. Their goal is to connect you with users who have a genuine interest in what you have to offer which makes it a more valuable platform to interact with on a business level. Consequently, generic observations and notes might receive less visibility compared to sharing your expert opinion, so don’t be shy share those thoughts. The more you share valuable content, the better LinkedIn will understand your identity, profession, and the audience who wants to see your posts.

Now, it’s important to note that LinkedIn is still refining its algorithm and working towards minimizing engagement bait and spam so you won’t see the change overnight. You might experience changes in reach but remember the aim is to foster relevant connections and create greater exposure to the right audience rather than sharing something with an irrelevant audience.

 

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