“Algorithms dictate 70% of what we see online,” according to a study by the Pew Research Center (Source). To successfully navigate the confusing world of LinkedIn’s 2023 algorithm, we’ll focus on two crucial areas: maximising content visibility and the power of user engagement while also introducing a new, vital point—choosing topics that are timely.

Maximising Your Content Visibility:
The What, When, and How

Firstly, let’s dive into the mechanics of content visibility on LinkedIn. “Posts that receive immediate engagement are 50% more likely to appear on others’ feeds,” says LinkedIn’s own data (Source). This means the algorithm gives precedence to posts that are not just high-quality but also timely and interactive.

Example 1:

If you’re a marketing professional, consider posting an insightful article about the latest trends in digital marketing. Timing is important— Some people say that Monday mornings are often when professionals are most active on LinkedIn. This increases the likelihood of immediate engagement, thereby boosting your post’s visibility.

Example 2:

Alternatively, if you’re in the tech industry, sharing a recent breakthrough in artificial intelligence on a Friday afternoon could capture the attention of professionals winding down their workweek and looking for interesting reads. The key is to align the timing of your post with the habits of your target audience.

Overall though, experiment and see what your squad is engaging with and when.

I tend to find that if I post between 6am and 7.30 am on any given day, the post goes far further than if I post later in the day. You’ll find your pattern.

The Power of User Engagement: More Than Just Likes

Next, let’s dissect the anatomy of user engagement. According to HubSpot, “Posts with images receive 98% more comments” (Source). The algorithm measures a variety of interactions, not just likes, but also comments, reshares, and click-throughs.

And while images are generally beating text posts and videos are beating image posts, for me, there is no clear winner. They all perform well depending on how much the story I am telling connects with people.

Example 1:

Suppose you’ve written a comprehensive post about remote work best practices. To encourage engagement, include a high-quality infographic summarizing the key points. Visuals not only make your post more appealing but also more shareable.

Example 2:

Another strategy to boost engagement is to end your post with a provocative question. For instance, if you’re discussing the future of renewable energy, you could ask, “What renewable energy source do you think holds the most promise and why?” This invites discussion, thereby increasing engagement and visibility.

The Importance of Choosing Topics That Are Timely

In the ever-changing landscape of professional networking, the relevance of your content is paramount. “Posts related to trending topics see a 32% increase in engagement,” according to a study by Sprout Social (Source).

Example 1:

If there’s a significant industry event or conference happening, it’s a golden opportunity to post content related to it. For example, if you’re in cybersecurity and a major conference is taking place, sharing your thoughts or key takeaways from the event can attract a lot of attention.

Example 2:

Seasonal topics also offer a timely hook. If it’s the beginning of the year, posts about annual trends, forecasts, or “New Year, New Career” themes are likely to resonate with your audience.

There’s also a number of evergreen topics that continue to generate interest, conversation and opinion even if they’re not hot topics right now.

They include:

1) Sobriety – those who quit drinking or live a sober life
2) Remote working – and those who may not agree with it
3) Employee Employer relations – this never gets old
4) ChatGPT – Not as hot now, but people are still talking!
5) Learning how to use LinkedIn – yep… talking about LinkedIn on LinkedIn!

Your Action Plan

To make LinkedIn’s 2023 algorithm work for you, consider these strategies:

  1. Maximise Visibility: Post when your target audience is most active and encourage immediate engagement.
  2. Boost Engagement: Use compelling visuals and thought-provoking questions to stimulate discussion.
  3. Choose Timely Topics: Align your content with trending topics or timely events to capture interest and engagement.

By understanding and applying these insights, you can transform your LinkedIn experience from a passive scroll through endless posts to an active, engaging, and rewarding professional journey. So, start optimizing your LinkedIn strategy today and make the algorithm work for you.