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How to make sense of the LinkedIn algorithm

LinkedIn is the social media platform for professionals. According to Econsultancy, B2B websites get 50% of their social traffic from LinkedIn and when it comes to networking with other like-minded professionals, LinkedIn is the social platform to utilise.

But what about organic reach? How do you get the upper-hand when it comes to understanding its algorithm? How do you optimise your posts, so that they generate engagement from your audiences? We’ll take a look below at the changes LinkedIn has made to its algorithm and how you can take advantage of it.

LinkedIn’s algorithm change

Before 2019, LinkedIn’s algorithm tended to favour famous users. Prime ministers, Presidents, company founders, and major celebrities had an unfair advantage when it came to the virality of their posts. Fortunately, LinkedIn became aware of the imbalance between engagement from normal users’ posts and top creators, so they made changes to the algorithm.

As a result, the level of engagement is more evenly distributed now. LinkedIn users are finding more ways to be rewarded when using the platform for sharing their content which ultimately is what LinkedIn wants.

With the recent changes, LinkedIn hopes to show the most relevant topics and conversations in a user’s feed. It’s a three-pronged approach – the algorithm takes into account the value of the content for the member, the member’s network, and also for the post’s creator. So instead of discussions only happening from top-level users’ content, people see more evenly distributed content, from their network, as well as from top influencers.

Having a more diverse feed is good for the casual LinkedIn user. And content creators are more encouraged to create more posts since more people see their content and are engaging with it.

What is a popular post?

Think relevance. If you know your audience, you’ll know their pains, fears, and concerns. Building personas on your ideal target audience will make it easier to create content that will resonate with them, triggering a response. Also, metrics from a premium account on LinkedIn can give you valuable insight into the people that are viewing your content, so you’ll understand the best types of content to publish.

Format selection

LinkedIn doesn’t favour any specific format. For some content creators, pure text-based content works exceptionally well. But that doesn’t mean you shouldn’t experiment by adding visuals to your content or create videos that can convey short but concise information.

Post a question

If you want a response, then why not ask for it? Questions are great conversation starters. If you talk about a trending topic and ask people’s opinions on it, you can be surprised by the overwhelming response you can get. People like having their voices heard and asking relevant questions is a great way to get the ball rolling on a piece of content.

Post unique content

This should be obvious. But not everyone will have the time to craft original posts. However, if you only share content written by other people, the engagement will never be as good as posting your own content. Publishing original content not only positions you as a thought leader, it encourages your own following and can achieve greater reach for you.


Having a solid foundation in LinkedIn is key to making your posts stand-out and go viral. It won’t happen overnight, there is no golden bullet, but posting consistent, relevant and well thought out content is a good basic strategy. Each time your posts achieve solid engagement is another achievement you can build on. Good luck!