LinkedIn Algorithm: what it is and how it works

Sara Martín
15 September, 2020

As with other social networks, LinkedIn also has its own algorithm. These algorithms are responsible for managing how your publications appear to users.

So if you want more visibility and reach, you need to know more about the LinkedIn algorithm and what it rewards. 

LinkedIn Algorithm: how it works

The LinkedIn algorithm has two objectives: 

✅ Prioritize relevant content

✅ Promote engagement

In the LinkedIn feed you can see the main posts classified by default but you can also change the filter so those that are the most recent ones appear.

A little history… 

LinkedIn’s algorithm was updated in 2019, and the change was due to a discovery that revealed that the most popular users (those with the most followers) had no problem getting their content out there and seen, but the rest of the users had problems with getting their content to go viral.

To solve this, LinkedIn updated the algorithm so that everyone can be visible and better known and that any users content has the same possibility of achieving success.

The 3 signs of the LinkedIn Algorithm 

The LinkedIn algorithm has three cues to decide which is the order in which posts are shown to members of their own feed.

Personal connections

On LinkedIn you can follow and connect with many people, but many of them don’t actually know you. The new algorithm on LinkedIn wants to give priority to connections that are 100% personal, that is, people you really know.

How does LinkedIn know who I know and who I don’t? 

The social network determines whose posts you have the most interaction with, those who work in the same company as you or those who have approved your skills. 

Your interests

On LinkedIn you can connect with hundreds or thousands of people, but naturally you do not have the same interests as all of them. 

LinkedIn’s algorithm measures the affinity you have with the interests of your contacts based on groups, hashtags, the pages you follow, etc.. 

As in all social networks, interaction is key to the success of your account and the LinkedIn algorithm takes this engagement into account. 

LinkedIn assesses the likelihood that you will engage in some kind of interaction with each post. This is measured based on your history with past posts on the social network. 

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In addition, it takes into account a factor that is also performed by the Instagram algorithm.

When a post is published, the more interactions it has in the first hours of publication, the more times it will be shown. 

LinkedIn algorithm: how to control it

To get your articles seen by as many people as possible and for your content to go viral, you have to know how the algorithm works and some tricks on how to beat it. 

Your content has to be relevant and of quality 

Because LinkedIn takes into account posts that get a lot of interactions in their first hours after going live, you have to make sure that the content is relevant to users. You don’t want something totally irrelevant going viral quickly. 

With quality content that is interesting to your audience you will make  more of an impact with your LinkedIn contacts, thus you will get more interactions and therefore more visibility. 

In addition, for your content to be high quality, you should scrutinize everything in the publication closely: 

➡️ The copy must be explanatory and attract the public. Emojis attract a lot of attention and are increasingly used. 

➡️ The images have to be the right size. If the content looks blurry or lacks quality, it won’t attract anyone’s attention.

Publish content regularly

Publishing content constantly but without spamming will have more impact. Your followers will show interest if they see you post often. With this strategy it is more likely that you will have more interactions and therefore your content will go viral more often.

Plan your content at strategic times, for example a post that is sent at 2am won’t be seen by the same number of people as a post at 12 noon.

Analyze your LinkedIn content

You can check how your past posts performed, and whether they worked  well or not. Knowing this you can discard images that haven’t been successful or repeat those articles that have worked well. 

➡️  You can see these types of metrics with LinkedIn analytics and with Metricool ⬅️

WIth Metricool you can analyze your Linkedln:

  • Follow the evolution of your metrics and analyze the impact of your publications
  • Save time planning content
  • You can generate reports in PDF or PPT with the premium version

Easily manage your LinkedIn page and all the social channels you want with Metricool. 

You will be able to perform many actions for free to beat the LinkedIn algorithm and achieve a better scope in your content.

Hopefully now you know the inner workings of the LinkedIn algorithm to allow you to take advantage and achieve more engagement and more visibility of your content. 

Sara Martín


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