02 Jul 2019

LinkedIn Has Outlined its Recent Algorithm Updates, Which Focus on Broadening Engagement

After reporting that it’s been seeing ‘record levels of engagement‘ over the past year, LinkedIn has this week outlined some of the specific changes that it’s made to its feed distribution algorithm in order to maximize member response, and boost activity among users.

LinkedIn was motivated to change its algorithm after finding that its engagement metrics were largely weighted towards the top users on the platform, and disproportionately saw those with fewer followers get, for the most part, ignored.  

As explained by LinkedIn last October:

“More and more people are using the feed and giving feedback to their network’s posts: our members generate tens of millions of viral actions (likes, comments, and reshares), and the number is increasing more than 50% YoY. However, we found that these increases weren’t equally distributed. In fact, at the beginning of 2018, we were in danger of creating an economy where all the gains in viral actions accrued to the top 1% power users, while the majority of creators who don’t receive much feedback were receiving less than ever.”

That’s obviously not ideal for improving user engagement and retention, so LinkedIn sought to re-work its algorithm, and better promote posts from more users, in order to encourage discussion among a broader set of people.

Specifically, LinkedIn notes that:

“To facilitate professional conversations in LinkedIn’s feed, we have introduced “contribution” as an additional objective in the candidate selection model. Probability of contribution captures members’ intent to share, comment, or react to a particular feed update. The model also takes into account timely feedback to content creators, which is a clear signal for cultivating and retaining audience builders on LinkedIn.”

In other words, LinkedIn has built in an element which rewards content creators (‘audience builders’) on the platform, as opposed to merely showing users the most engaging content to maximize response.

The idea of this is to encourage more activity from across the board, and make LinkedIn, in general, a more engaging and active place of discussion. That, ideally, will keep members coming back more often – more users seeing more response equates to them posting more often, essentially re-distributing all that top-level engagement that was going to the top 1% and spreading it more evenly to foster broader participation.

And it’s clearly working, as demonstrated in the aforementioned engagement stats.

So what does that mean for content creators on the platform?

First, if you’re looking to post on LinkedIn, and build your on-platform presence, it’s worth noting the changes to its algorithm to maximize your performance.

As explained by LinkedIn:

Reference: https://www.socialmediatoday.com/news/linkedin-has-outlined-its-recent-algorithm-updates-which-focus-on-broadeni/557609/

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