If you've been seeing some changes in your LinkedIn posts' reach and have been wondering what's going on, you're not alone. The platform's algorithm has undergone some changes, and @Dan Roth, LinkedIn's Editor in Chief, recently shared some insight into why.

In this article, I’m breaking down the main changes, how they affect content on LinkedIn, and strategies to help you succeed when using the LinkedIn platform.

Why LinkedIn Changed Its Algorithm?

LinkedIn has been around for nearly 20 years and has seen tremendous growth in recent years. With over 930 million users worldwide, it's no wonder why LinkedIn is taking steps to maintain its reputation as a professional networking platform. According to Dan Roth, the reason behind the most recent algorithm change is to ensure that the platform is fulfilling its core intent, which is to help members develop their skills in their area of expertise.

LinkedIn has always been about connecting professionals and helping them find opportunities to grow in their careers. With that said, the platform has taken steps to ensure that its algorithm provides more value to its users.

The Algorithm Change Is Designed to NOT Have You Go Viral

While going viral may seem like the ultimate goal on social media, LinkedIn has made some changes to its algorithm to “discourage” this. According to Roth, viral posts that are more suited for platforms like Facebook and Instagram, such as personal posts and selfies, are not aligned with LinkedIn's core intent. The platform aims to help its members develop skills in their areas of expertise. So, the algorithm has been tweaked to help professionals offering experience shares and advice stand out.

The whole theme of their algorithm shift is "authority and knowledge," a noted shift from "attention and vanity" that some complained started to sully the platform and its intent. "Going viral" is not a good strategy, nor a strategy at all suited for LinkedIn. Identifying the people we can help/serve, producing content to do exactly that, and engaging them in a meaningful way is a much better strategy, and the algorithm is rewarding that now.

The Algorithm Emphasizes Specific Things to Help You Stand Out

The algorithm now checks that your profile and content align with the same area of expertise when you post content. If your profile is not aligned with your content, your content will be downplayed.

LinkedIn also encourages users to address a specific group of individuals with their posts. The more specific you are about your target audience, the more people the algorithm will help you reach. The platform is now discouraging superficial tactics like engagement pods and is looking for engagement that sparks meaningful conversations and thoughtful insights.

Finally, LinkedIn is ensuring that your posts reach more of your followers. Many users complained that they would follow and “link in” with people, only to see viral posts from people they aren’t even following pop up on their feed. This is fantastic. I’ve already received an influx of activity on old posts as LinkedIn repurposes them to my followers.

The Importance of Focusing on Authority and Value

With these algorithm changes, LinkedIn is putting more focus on authority and value than popularity and attention. This is excellent news for professionals who are committed to adding value to their connections and showcasing their expertise. The platform wants to ensure that users are providing valuable content and building their authority in their respective fields. This approach benefits everyone on the platform, as it helps to elevate the quality of content that is shared.

Strategies to Help You Succeed on LinkedIn

If you're looking to make the most of the algorithm changes on LinkedIn, there are a few things you can do to ensure that your content stands out. Here are a few strategies:

1. Align Your Profile and Content with Your Area of Expertise

As mentioned earlier, the algorithm now checks that your profile and content align with the same area of expertise when you post content. Make sure that your profile accurately reflects your professional skills and experience. This will help you to establish credibility with your audience and build your authority in your field.

2. Be Specific with Your Target Audience

LinkedIn encourages its users to address a specific group of individuals with their posts. Be specific about who you're talking to and what you want to achieve with your content. This will help you to reach the right people and get your message across effectively.

3. Create Valuable Content

LinkedIn is looking for engagement that sparks meaningful conversations and thoughtful insights. Focus on creating content that provides value to your audience. Share your expertise, offer advice, and provide solutions to the challenges that your target audience faces in their professional lives.

4. Engage with Your Connections

Engaging with your connections on LinkedIn is crucial to building your authority and establishing credibility in your field. Take the time to respond to comments, share relevant content, and participate in group discussions. This will help you to build relationships with other professionals and grow your network.

5. Stop Mass Tagging

You will be penalized for “mass tagging” which means adding a bunch of mentions in your post or the comment section without context as to why you’re tagging that person. Instead of just tagging “@Kait LeDonne,” at the end of a post about personal branding, for example, you’d do well to say, “@Kait LeDonne, you write a lot about blending your personality and professional expertise into a seamless brand — what are 2 tips you’d add here to do so?”

Embrace the Algorithm Changes and Take Your LinkedIn Game to the Next Level

LinkedIn has made some significant changes to its algorithm, and it's important to adapt your content strategy to ensure that you're making the most of these changes. Education and value should reign supreme, and I’m so glad to see the focus where it rightly belongs on the platform.

By aligning your profile and content with your area of expertise, being specific with your target audience, creating valuable content, and engaging with your connections, you can establish yourself as an authority in your field and build your professional network. So, let's embrace these algorithm changes together and take our LinkedIn content to the next level!

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