LinkedIn is on the verge of introducing a significant algorithm update and new features designed to enhance user engagement by keeping valuable content in the spotlight for extended periods. This shift, elaborated in a recent Entrepreneur.com interview with LinkedIn's Tim Jurka and Dan Roth, signifies a significant transformation in how social platforms handle content longevity.
Revamping content visibility with ‘suggested posts'
The pivotal aspect of this update is the ‘suggested post' feature. It aims to break the norm of content quickly disappearing from newsfeeds, instead ensuring that valuable professional insights remain accessible for months or even years. Currently testing with a select user group, this feature underscores LinkedIn's commitment to making content more lasting and impactful.
The mechanics behind post-selection
LinkedIn's new algorithm will spotlight posts offering unique insights, especially those covering niche topics. If your content is informative and relevant, it could be featured in the feeds of users with similar interests, regardless of their current follower status. This strategy departs from the traditional focus on recent content, instead aligning users with information pertinent to their immediate needs.
Implications for marketers and creators
This algorithm shift necessitates a strategic pivot for digital marketers on LinkedIn. Emphasis is now on producing high-quality, unique content that retains value over time. Engagement should be channelled towards niche professional groups, and in-depth content creation should be prioritised. LinkedIn encourages exploring diverse content formats, such as newsletters, audio, and live video, and warns against relying on supposed algorithm “hacks”.
Expanding features and a broader vision
Beyond these changes, LinkedIn is exploring integrating additional features like newsletters and audio, enhancing its content offerings. These updates are part of a broader strategy to reposition LinkedIn from a social networking platform to a comprehensive professional knowledge-sharing hub. This focus on the sustained relevance of content is intended to cultivate more profound, more meaningful professional interactions, prioritising substance and relevance over mere exposure.
