Professional networking has evolved, but LinkedIn remains the quintessential platform for business growth, industry insights, and career advancement. At the core of its effectiveness is its unique algorithm that dictates what content reaches the users’ screens. It also controls who profiles land on the radar of other users. Today, we will explore how the LinkedIn algorithm functions in 2024 and how you can maximize both your visibility and engagement. 

Decoding the Algorithm

For 2024, LinkedIn has decided to shake things up with the algorithm. Its operation has undergone significant refinement, so it prioritizes the relevance of the content and the engagement metrics more than before. Your LinkedIn feed is now organized by “Top Updates” generated based on your activity. Here are the major components of the latest version of LinkedIn’s algorithm:

1. Relevance: First, the algorithm uses a myriad of factors to analyze how relevant content is for individual users. It studies past interactions, trending topics, connections, job titles, and industry to tailor the type of content you see. Ensuring that the content resonates with the user’s interests and preferences is critical for visibility. 
2. Engagement: Likes, comments, shares, and saves are considered “high-quality” engagement signals, and they play a pivotal role in amplifying reach. The algorithm now favors posts that spark meaningful conversations, evoke emotions, or offer valuable insights.
3. Consistency: While this one may seem like a given, the LinkedIn algorithm rewards consistent activity. To stay visible and build authority within your niche, regularly sharing posts, engaging with your connections, and participating in relevant discussions are the keys.
4. Video Content: The algorithm prioritizes video content above all other types. This is especially true for native videos that are uploaded directly to the platform. Users tend to see a noticeable spike in engagement. 
5. Long-Form Content: Another valuable tool for establishing your expertise and becoming a thought leader is to post long-form content. Well-written, comprehensive articles often get thrust into the spotlight on LinkedIn.
6. Humanized Content: Showcasing the people behind the brand is another way to get ramped up by the algorithm. Not everything needs to be a promotion, and behind-the-scenes content tends to perform well because it shows the people involved in the company. 

The Power of LinkedIn Boosting

If the algorithm has evolved to favor the aforementioned metrics, then you may be wondering if it’s worth it to advertise on LinkedIn. The answer is: yes! LinkedIn Boosting is the way to go thanks to the platform’s advanced targeting capabilities. Advertisers can hone in on specific demographics such as industry, job titles, and even individual companies. You can even keep track of key metrics, including ROI to ensure that your campaigns are performing well. Here’s why that is important:

1. Expanded Reach: Boosting enables you to extend the reach of your content beyond your immediate connections. This ensures that your content reaches a broader audience of relevant professionals, which can help you grow your network.
2. Targeted Promotion: Thanks to LinkedIn’s advanced targeting options, you can guarantee that your boosted posts are seen by the individuals who are most relevant to you. You can control who your campaign is targeting based on criteria such as job title, industry, location, and interests.
3. Enhanced Engagement: Boosted posts often experience much higher engagement rates because they reach a larger, more targeted audience. This means that your content will receive more likes, comments, shares, and saves.
4. Brand Awareness and Authority: Boosting your content regularly can also amp up your visibility, build trust and credibility within your network, and establish you as a thought leader.

There are over 1 billion users on LinkedIn across 200 countries, making it the largest platform for B2B networking. Approximately 88% of B2B marketers choose to advertise on LinkedIn. Here are a few stats that explain why:

• In 2022, LinkedIn Ads reached 22 million more users.
• LinkedIn Ads reach 14% of the global population, and businesses see an increase in purchase intent of about 33%.
• Conversion rates on LinkedIn are two times higher than those on other platforms. 

So, if you haven’t started boosting on LinkedIn, now is the time!

Wrapping Up

Understanding the intricacies of the latest LinkedIn algorithm is essential for navigating the platform successfully. When you know how the system works and leverage the power of boosting, you can unlock opportunities for engagement, growth, and influence. If you need help expanding your presence on LinkedIn, get in touch with our digital marketing experts at Limelight Marketing Systems.