How does the LinkedIn algorithm work in 2024?

LinkedIn has become a great platform for B2B companies and those targeting the more affluent, white-collar demographic. It’s more than just a platform; it’s a critical tool for amplifying your professional narrative, whether for personal branding or elevating your company’s profile.

But how can you set yourself up for success? Posting regularly and understanding the basics of how LinkedIn’s algorithm works is a huge part of that.

I’ll share the essentials of balancing personal and company posts, the strategic charm of gallery posts, and the specifics of creating video content that engages. Plus, we’ll touch on the other types of posts that enrich your mix, ensuring you’re not putting all of your LinkedIn eggs in one basket.

Let’s get started enhancing your visibility so you can form meaningful connections and spread the word about you, your organization, and what you do.

Should you even invest time on LinkedIn?

Before you dive into LinkedIn’s world, it’s a good idea to determine if it’s the right platform for sharing your expertise and spreading the word about what you do. Let’s break down four elements you need to consider:

1. Audience: Check if LinkedIn’s users match up with the ideal prospect or audience you want to reach. It’s all about finding your people there, not just checking a box.
2. Capabilities: Does LinkedIn have what you need to share your message the way you want? Whether it’s writing, videos, or quick updates, make sure it fits your style and what your organization needs.
3. Culture: The feel of LinkedIn should mesh well with your company’s culture. Whether you’re all about keeping it professional or a bit laid back, LinkedIn should feel like a second home. Spoiler: LinkedIn definitely leans toward the “keeping it professional” end of the spectrum.
4. Comfort Level: Feeling comfortable on LinkedIn is key. If it feels awkward, it’ll show. This can change the more you use it, but it’s definitely a factor to keep in mind. This also applies if you’re thinking of getting someone else to help out. How comfortable are they on LinkedIn? Are you the only person they’ve ever helped on the platform?

Thinking through these elements helps you decide if LinkedIn is a good option to invest your time and possibly money in. Don’t dive in without considering all four. Just because it’s a good fit for someone else in your industry doesn’t necessarily mean it will be a good fit for you.

The importance of posting as an individual and a company 

LinkedIn’s algorithm favors personal over company page posts, suggesting a more direct reach and engagement when individuals share content. This doesn’t mean sidelining your company page but rather incorporating a balanced approach to posting.

Personal posts bring authenticity and relatability, often leading to higher engagement rates. Sharing professional achievements, insights, and personal stories from individual profiles can significantly increase visibility. Meanwhile, company pages are vital for broadcasting wider business messages, achievements, and branded content.

To leverage this, a dual posting strategy is a must. Regularly share personal insights to engage with your network on a more intimate level while using your company page to maintain a professional brand presence. This blend ensures you cater to the algorithm’s preferences while fostering a diverse and dynamic LinkedIn presence.

By posting as both an individual and a company, you navigate the algorithm effectively, expanding your reach and strengthening your professional narrative. This approach maximizes your visibility, ensuring your content resonates with a wide audience, and underscores the importance of a strategic, informed presence on LinkedIn.

How to leverage gallery posts for maximum reach 

The LinkedIn algorithm really makes gallery posts powerful for engagement, particularly for showcasing moments from in-person events. Here are some tips for leveraging them to better appeal to the algorithm and get maximum reach:

• Focus on Authenticity: Choose images that genuinely represent the event or moment. Authentic, relatable content naturally draws more views and interactions.
• Tagging is Key: Tag people and companies in your photos. It expands your post’s reach and fosters a sense of community and acknowledgment among professionals and organizations.
• Tell a Story: Accompany your gallery with a narrative that adds context and invites readers into the story behind the images. This increases engagement by making your post more compelling. Don’t overcomplicate it; simple is better.
• Prompt Engagement: Conclude your post with a question or a call-to-action, encouraging your audience to interact with your content. This can be as simple as asking for thoughts on the event or how others connect in your industry.
• Consistency Counts: Regularly sharing gallery posts keeps your audience engaged and looking forward to your next update, building a loyal following over time.
• Utilize Hashtags Wisely: Relevant hashtags can increase the visibility of your posts beyond your immediate network, tapping into larger conversations and communities. While they’re not as powerful as they are on some other platforms, they still help.

Not every gallery post can incorporate all of those tips. But by implementing as many as you can, gallery posts can greatly appeal to the LinkedIn algorithm and enhance your LinkedIn strategy. They can help you connect more deeply with your audience and amplify your professional presence.

Video content strategies 

When delving into video content on LinkedIn, understanding the nuances of audience engagement and algorithm preferences is crucial. Videos can be up to 10 minutes long, although we’ve found more success with videos under 5 minutes and really shoot for less than two minutes.

However, the true effectiveness of your video content goes beyond just adhering to recommended lengths; it’s about striking a chord with your viewers through quality and relevance.

High-production videos can project a polished image of your company, suitable for presenting complex product features or professional insights. Yet, there’s a growing appreciation for authenticity on LinkedIn, where less polished, more genuine videos can drive deeper connections. These could be behind-the-scenes looks, personal success stories, or candid discussions, offering a glimpse into the personal side of professional life.

Here are additional strategies to enrich your LinkedIn video content:

• Personalize Your Approach: Tailor content to reflect your brand’s voice and your audience’s interests, creating a more personalized viewer experience.
• Interactive Elements: Incorporate interactive elements like questions within your video or in the post caption to foster engagement and feedback.
• Consistency and Variety: Maintain a regular posting schedule while varying content types to keep your audience engaged and intrigued.
• Optimize for Mobile Viewing: Ensure your videos are optimized for mobile users, considering most LinkedIn users access the platform on mobile devices.
• Analytics: Utilize LinkedIn’s analytics to gauge the performance of your videos, understanding what length and content style resonates most with your audience.

By weaving these strategies into your LinkedIn presence, you not only adhere to algorithmic preferences but also significantly boost engagement and reach. This holistic approach to video content on LinkedIn empowers you to captivate your audience effectively, cementing your position as a thought leader or a brand of choice in your industry.

Other types of posts that should be in the mix

To complement the types of posts already mentioned, it’s essential to explore additional types of posts that can also appeal to the algorithm. While gallery posts, video content, and a balance between personal and company page posts form the backbone of a robust LinkedIn strategy, incorporating these additional types of posts and strategies can further amplify your reach and engagement.

Thought leadership posts 

Initiating your thought leadership articles with a compelling pattern interrupt can significantly increase readership. 150-200 character-long posts seem to do best.

Utilizing this strategy, you can engage your audience right from the start, drawing them into a deeper exploration of your insights and expertise. These longer posts are a prime avenue for demonstrating your industry knowledge and shaping discussions around key topics.

Single-image posts

Single-image posts continue to perform well on LinkedIn, offering a straightforward yet effective way to capture your audience’s attention. These posts can convey your message succinctly, whether it’s celebrating a milestone, sharing a quick tip, or simply offering inspiration.

The visual appeal, combined with a concise caption, can drive higher engagement compared to more complex post formats.

Pictures of the person posting seem to do well, as long as you don’t post yourself too often.

Link sharing

While posts linking to external content—like your website, blog, or industry articles—typically don’t gain as much traction due to algorithm preferences, they remain a vital part of a comprehensive LinkedIn strategy.

To enhance their effectiveness, consider pairing these links with engaging content types or leveraging compelling descriptions that encourage clicks. Remember, the quality and relevance of the linked content are as crucial as the strategy used to share it.

These posts serve important business objectives even if they don’t appeal to the algorithm as much as other types of posts.

Polls

Polls represent an underutilized opportunity to engage directly with your LinkedIn network. They can spark conversation and gather valuable insights from your audience, and any post that gets engagement appeals to the algorithm. These interactive posts encourage participation and keep your profile active and visible.

Hashtags

Though less powerful on LinkedIn than on some platforms, relevant hashtags can extend the visibility of your posts beyond your immediate network. By tapping into larger conversations and communities, hashtags help your content reach individuals interested in specific topics or industries.

By incorporating these additional strategies into your LinkedIn content plan, you diversify your approach and cater to different audience preferences and behaviors.

Remember, don’t put your eggs all in one basket!

Start boosting your LinkedIn presence today

Now you have LinkedIn success, taking into account the algorithm. What’s next? It’s simple: jump in and start applying these tips! Whether it’s sharing insights with a dash of personal flair or capturing those candid work moments, it’s time to get going.

If the thought of keeping up with all this feels like too much, don’t sweat it. My team at Backslash Creative is on standby. Think of us as your LinkedIn strategists, minus the suits and corporate speak. Whether you need help consistently posting or devising a strategy that hits the mark, we’ve got your back.

Either way, dive into LinkedIn with enthusiasm, and when in doubt, reach out. We’re here to ensure your LinkedIn presence is not just noticeable but memorable.