The LinkedIn Algorithm 2023 Update: What B2B Marketers Need to Know

The LinkedIn algorithm 2023 update has changed how the platform distributes posts. This information comes via Entrepreneur, who interviewed LinkedIn about its updates.

In this article, we want to explore these changes and how to work with them to grow your presence on LinkedIn.

Understanding What LinkedIn’s Algorithm Wants

In our article ‘Boost Your Reach by Understanding the LinkedIn Algorithm,’ we learned how LinkedIn uses AI and human decision-making to determine what content is distributed across its network.

In short, the LinkedIn feed amplifies high quality blog posts that spark real conversations based on shared interests. As such, the three most important factors for improving your reach on the platform are engagement rates, content relevance, and connections.

Unlike many other social media sites, LinkedIn’s algorithm doesn't want to reward posts that go viral. Instead, it wants users to concentrate on connecting with the right people rather than just having a large audience.

Why the LinkedIn Feed Was Due for an Update

LinkedIn's recent algorithm updates bring some nuanced changes to how it promotes content on the platform.

During the pandemic, when home and work life merged, people started sharing more personal content like selfies, family photos, and memes. Since everyone was looking for ways to connect, these posts often received a lot of friendly and personal engagement.

At that time, LinkedIn’s algorithm favoured the most engaging posts. So, it began promoting this more personal style of content around the platform. People also shared viral content from other social media platforms on LinkedIn more often.

But as things returned to normal, LinkedIn users started to separate their personal and professional lives once more. As a result, people complained that too much irrelevant and non-professional content was filling their LinkedIn feeds.

In response, LinkedIn made some changes to its feed to focus on more relevant and useful professional content – not just the most engaging posts. They made two important adjustments to achieve this:

Prioritising Authentic Connections:

LinkedIn’s algorithm now gives more importance to having genuine connections with your social network. Users requested this update because they find the most valuable content comes from people they know.

So, now you'll see more updates from your direct connections and the people you follow and interact with. This change encourages content creators to focus on making and nurturing real connections on the platform.

Highlighting Expert Knowledge and Advice:

To avoid generic, viral posts, the LinkedIn feed now boosts interests based content that is specific to certain industries or communities. They also value content that includes expert knowledge and advice.

This feature helps balance the new focus on primary connections. When members of your target audienceconsistently engage with your blog posts, it signals that you're sharing valuable and relevant information. As a result, LinkedIn’s algorithm will show your content to users outside your network who might find it useful and relevant.

The Growing Role of Expertise

How does LinkedIn determine if someone has expert insight? They look at a few things:

• They check if the person is writing about their main area of expertise.

• They see if the person shares valuable professional advice.

• They observe if the blog post is engaging with the right audience.

Since LinkedIn is for professional audiences, they want users to create high quality content that matches their areas of expertise. So, when you publish on LinkedIn, the system doesn't just evaluate your LinkedIn post; it also evaluates you. It considers your LinkedIn profile, professional credentials, and whether you're an authority on the topic you're posting about.

This focus on 'knowledge and advice' on LinkedIn is similar to Google's E-E-A-T/YMYL update.

It makes sense because B2B content often deals with high-stakes topics like finance and legal advice. Due to the rise of AI-generated spam on the internet, it's even more crucial to verify the quality of content. Giving wrong or misleading information about these types of subjects can be harmful to readers.

That's why both LinkedIn and Google now encourage professional content that shows real-world experience and human expertise.

For instance, say you have a financial consulting firm, and you start posting about heavy industrial equipment design. LinkedIn will likely see it as low-quality content. You don't have any background in industrial engineering, and your audience follows you for financial advice, not engineering discussions.

Likewise, the platform is less likely to promote generic observations or reposts that don't add to the conversation. Such posts don't showcase your expertise or provide much value to your social network.

In contrast, the updated algorithm will reward original, knowledge-rich posts by extending their reach beyond your immediate network. This means your content can reach non-connected users who might find it useful, thus expanding your brand presence.

Of course, there are other ways to expand your reach on LinkedIn. For instance, publishing newsletters, InMail campaigns, and LinkedIn's new collaborative articles.

What the LinkedIn 2023 Algorithm Update Means for Content Marketers

LinkedIn's main goal is to connect professionals worldwide and help them succeed in their careers. As a content marketer, it's essential to keep this mission in mind when creating content for the platform.

Focus on Sharing First-Hand Knowledge and Advice

To succeed with the new algorithm, create relevant content that highlights your professional expertise. Sharing personal experiences from your career and offering professional advice will make your content stand out. Even if something seems ordinary to you, it could be really helpful and eye-opening to someone else who's less experienced.

What you can do:

• Come up with LinkedIn post ideas that align with your content pillars, provide value and showcase your expertise.

• Share original content and industry news that relates to your areas of expertise.

• When reposting content, add your personal thoughts, advice, or extra insights to make it more valuable for readers.

Choose Relevance Over Going Viral

The new LinkedIn algorithm values content that focuses on specific interests, industries, or groups. Instead of trying to appeal to everyone, concentrate on writing for a particular professional niche. If you're passionate about howchanging web standards affect B2B marketing, that's what you should create content about. The algorithm will make sure the right people see it.

What you can do:

• Figure out your target audience and learn about their interests and challenges.

• Tailor your content to address those specific interests and offer valuable solutions.

• Use relevant hashtags to connect with users who are interested in similar topics.

Build Authentic Connections

The platform now boosts content shared by users who have strong relationships with their connections. Having meaningful connections is more important than having a huge following. So, focus on connecting with people in your professional field who are genuinely interested in what you share.

What you can do:

• Build and nurture relationships by genuinely engaging with the content shared by your connections.

• Customise your messages when reaching out to new connections to make them more personal.

• Post consistently and take part in relevant groups and discussions to grow your network and become more visible.

Remember, Dwell Time Matters

Dwell time continues to be an important factor in the platform's algorithm. If your content makes people stay longer to read, watch, or interact, it's more likely to reach a wider audience.

What you can do:

• Write interesting captions that make users want to keep reading.

• Post easy to read text posts and use storytelling to keep your audience engaged.

• Use features like carousels or in-Feed videos to add beautiful, interactive elements to your content.

Also, make sure your LinkedIn profile is complete and accurately represents you and your areas of expertise. LinkedIn rewards members who complete their profiles by showing their content to more people in search and discovery results.

In simple terms, think of LinkedIn as a professional conference where you are a keynote speaker. Your goal is to share expert advice and connect with others. Just like at a conference, you tailor your talk to match the theme and interests of the attendees. You also want to encourage further engagement and generate leads even after your talk is over.

That's the same mindset you should have when creating content for LinkedIn.

Accomplish More on LinkedIn with 1827 Marketing

LinkedIn's recent algorithm updates reaffirm the platform's focus on user-centric content distribution. Ranking signals now include real connections, niche content, and personal experience.

As B2B marketers, we must adapt to these changes and use them in our content strategies.

Ultimately, success will come from working with the platform rather than trying to manipulate the system. Remember, LinkedIn wants to give professionals a valuable and engaging user experience, and that should be your goal too.

To learn more about unlocking new opportunities on LinkedIn, reach out to 1827 Marketing today.