2024 LinkedIn Algorithm Guide

The following insights are based on independent research and analysis of over 1.5 million posts from Richard van der Blom - from 34,000 individual profiles, and over 26,000 company pages, spanning over 50 countries and 25 languages.  

This for organic social content development only (unless otherwise noted) and is to be used as guidelines for testing within your own account (which may see varying results)

Company Page Post Types by Highest Median Reach:

• Poll
• Document
• Video
• Image

Text + Image Posts:

• 48% of LinkedIn's posts are text with a single image

• 3rd in reach, with a 1.26 times increase over the average

• Avoid 3 consecutive posts to prevent 20% reach loss
• Post Copy:

• Length: 900 to 1,200 character

• Each additional 300 characters may reduce reach by about 10%

• Posts with short sentences, under 12 words long, perform 20% better.
• Posts that are too promotional can see up to a 75% decrease in performance, so steer clear of product or service images

• Images:

• Personalized images, rather than generic stock photos, can significantly increase engagement by 45% and establish stronger authority
• Don’t use more than 5 images
• Feature people - for individual personal accounts, include a photo of you for up to 60% increase in reach, 50% boost in engagement
• Use vertical photos
• Screenshots generally receive 15% fewer clicks

Document PDF Posts:

• 1.6x reach vs. text/image posts
• 3 consecutive carousels lead to a 35% reach loss
• Posting in the morning is optimal for PDFs
• Document length:

• Ideal length: 12.4         
• 5-10 slides for less of a decline in reach                                             

• Document design:                         

• Slides with 25 to 50 words hit the sweet spot for performance
• Optimize for mobile viewing (more vertical - not square)
• Slides with only text might experience a 15-25% decrease in performance.

• Post Copy:                         

• Less than 500 characters                         

Poll Posts:

• Polls are top-performers for reach        
• Polls are 1.4 times more likely to be featured in “Trending Content”
• Best published on Mondays and Wednesdays
• Duration:

• One week is best

• Options:

• Three answer choices is most effective         

• 10% reduction in reach with 4 options
• 25% drop with only 2 options                        

• "Other, see comments" option tends to increase engagement by 25%

• Poll Copy:

• Ensure your question is broad enough to engage a wide audience, as a larger respondent base typically leads to more reliable results
• Promotional polls are far less effective, often achieving merely 10% of the typical reach and negligible engagement

• Post Copy:

• Articulate the context and objectives of your poll within the post text; this approach typically generates at least 35% more engagement        
• 500 characters or less         
• Clarifying what you intend to do with the results can positively influence participation, with a 35% increase in engagement and a 15% increase in reach

• Community Management:

• Engaging with comments is especially crucial for polls, potentially resulting in a 25% boost in additional reach

Text-Only Posts:

• Personal:

• 1.17x the median reach

• Corporate:

• Less successful - lowest reach

• Post Copy:

• 1,800 - 2,100 characters

• Posts shorter than 1,000 characters tend to see a 25% reduction in reach.

• Readable paragraphs - no more than 4 lines each
• Increase retention by 30% with a hook

• Should be engaging: pose a question, make a bold statement, or be original to capture attention immediately
• Avoid mundane beginnings to stand out.

• Ending your post with a question can lead to an increase in engagement of 20% to 40%.
• Text-only posts are particularly effective for external calls to action, like prompting downloads or event sign-ups, with an average click-through rate that's 25% higher

Video Posts:

• Videos are outperforming other content types in terms of engagement

• Ranked third for reach for company pages, 4th for personal pages

• Native uploads are best - YouTube links cut reach by 50% and conversions by 20%
• Video Composition:

• Gifs, particularly those lasting up to 6 seconds, have proven to be more effective than static images

• Increased reach of 10-20%

• Most engaging videos last between 1 and 2 minutes, enhancing viewer interaction by 40%

• Videos over 3 minutes see a 15% decline in engagement

• 35% of users watch videos without sound so include closed captions
• 15% more reach on vertical video vs. square and 25% more than horizontal
• Need to capture attention in the first 8 seconds - risk losing 30% of viewers

• Post Copy:

• No more than 500 characters

External Link Posts:         

• Substantial decrease in reach

• Need to keep people within the platform ecosystem
• Algorithm may de-prioritize content that directs user away

• External link methods:

• For conversion: Direct inclusion in original post

• May get 25-35% less reach

• Avoid algorithm disruptions: Add the link in the comments

• If post is shared, comment won’t be shared currently

• Add the link after publishing

• Change less than 15% of the content to avoid algorithm penalties

• Use a photo and then add the link

• Remove the link preview and include it in the original post but paired with a photo

Proactive Community Engagement:

• Consistently posting 10 quality comments daily for a month can lead to a significant increase in profile views (40%), engagement on one's content (25%), and follower/connection growth (20%)
• Maximizing Impact Through Strategic Commenting:

• 1. Provide Additional Insights: Elevate a post by sharing what resonates with you and enrich it with your unique perspective or additional expertise.
• 2. Summarize the Takeaways: Amplify the value of the original post by summarizing its key points, simultaneously boosting the visibility of your brand within your network.
• 3. Foster Curiosity with Questions: Utilize posts as a springboard for dialogue. Inquire, engage, and don't miss the chance to connect with contributors who bring meaningful insights.
• 4. Share Emotions: Expressing emotions in your comments strengthens connections and fosters a sense of community within your network.
• 5. Tag to Highlight Expertise: When a discussion aligns with a contact's expertise, tag them to provide a platform for their valuable input.
• 6. Celebrate Successes: Acknowledge and commend the achievements or insights shared in the post. Celebratory comments often evoke positive responses and can increase the warmth of interactions.
• 7. Offer Constructive Criticism: When appropriate, provide constructive feedback or an alternative viewpoint. This can spark deeper conversations and position you as a thoughtful and engaged professional.
• 8. Link to Further Resources: When relevant, reference additional resources in your comment. This can position you as a helpful and knowledgeable source within your field.

Posting Times:

• Optimal times are audience specific
• 90% of LinkedIn activity is 7 am - 9 pm
• Post between 8 am - 11 am in your time zone for prolonged exposure

Posting Consistency:

• Hold off on new posts if your recent one is still gaining significant engagement
• “Repost with thoughts” is considered new content, so use this for scrappier “content production”

Tagging:

• Tagging up to 4 profiles can result in up to a 48% increase in reach
• Don’t tag more than 8 individuals
• If tagged people comment, it can help increase post visibility
• For posts with over five mentions, LinkedIn closely monitors engagement rates

• A response rate lower than 60% from the tagged individuals could slow down the post's organic reach, as it might be perceived as irrelevant tagging
• If you’re tagging more than 5 profiles, tag them in the comments

• Exceeding 15 mentions significantly risks categorizing your post as potential spam, with a 90% chance of triggering spam monitors

• 5. Active Connections Lastly, connections actively using the platform will see your posts

Hashtags:

• 3-5 hashtags is optimal but not necessary
• While the hashtag’s role has diminished in direct impact on reach, they remain a valuable tool for topic association and searchability in 2024

Personal Pages: Followers > Connections

• System is designed to favor followers rather than connections in terms of content reach
• 10-15% of connections will see your post, 25-30% of your followers will see it - 40% of your post views are likely to come from second and third-degree connections (untapped audiences)

• Here's a breakdown of how LinkedIn disseminates your posts:

• 1. Notifications to Bell Ringers: Those who have opted to receive alerts about your posts are notified almost immediately, with the system's reliability restored to 70% after a temporary dip.
• 2. Core Engagers Circle: Your content is first seen by users, whether followers or connections, who regularly interact with your posts.
• 3. New Acquaintances: Newly added connections and followers are the next to see your content.
• 4. Active Follower:  Followers who are actively engaging on the platform are then reached.

Strategic Engagement:

• Engagement Reciprocity:

• Algorithm seems to favor profiles that not only receive engagement but also actively engage with others, creating a cycle of reciprocal interaction

• Reposting:

• Increase visibility for the original post: Instant Repost
• Increase post visibility and your own visibility: Repost with thoughts

• Write a thoughtful comment of at least 15 words

• Increase visibility primarily for yourself:

• Create Your Own Post Craft a new post using the content that inspired you and tag the original author to give them credit

• Liking your own post could contribute to 8% increase in reach
• To maximize your post's momentum, aim to reply to all comments received within the first hour of posting

• Can lead to a remarkable 40% increase in post growth

Personal Pages: Creator Mode

• On personal profiles - turn on creator mode (which will be automatically turned onto all personal profiles in the next 6 months):

• Priorities follower growth:

• 'Connect' button morphs into a 'Follow' button
• The number of followers you have becomes a feature in your profile introduction
• Incoming connection requests automatically convert to followers, bolstering your audience even if you don't accept the connection.

• Enhanced Content Discovery

• Introduce your content themes directly below your headline with a maximum of 5 hashtags, enhancing content discoverability
• Featured and Activity sections taking prime real estate on your profile

• Direct Traffic Generation

• Add a website or event link in your introduction to direct followers to your chosen destinations

• Amplified Visibility Opportunities:

• Eligibility for featuring as a suggested creator on LinkedIn, helping potential followers easily discover you.

• Exclusive Access to Creator Tools:

• Qualify for specialized tools such as LinkedIn Live and Newsletters, depending on access criteria
• Utilize creator analytics for a comprehensive view of post performance and audience demographics
• Navigate to a centralized hub for all creator resources and tools to enhance your content strategy

Personal Pages: Key Topics

• Top content: enriches professional knowledge and skills

• pronounced preference for content that offers value in professional development and learning

•  The most impactful topics based on median impressions are:

• 1. Finance & Business Economics: Leading the charge with the highest engagement

• 2. Educational Resources: A strong contender, showcasing the value placed on continuous learning

• 3. Technology & Engineering: Reflecting the platform's professional user base's interest

• 4. AI & Tech Tools: Gaining traction as technology becomes increasingly integrated into business

• 5. Career Development: Addressing the universal pursuit of career growth and advancement

Employee Advocacy:

• Benefits of employee advocacy:

• Content shared by employees is perceived as more authentic and is 7 times more likely to prompt positive actions compared to company-shared content
• 10 times the reach of company pages, with six times the engagement rate on their posts

• Notification tools:

• Utilizing LinkedIn’s  "Recommend to Employees" notifies approximately 75% of a company's workforce

• Only about 10% notice it within a day

• External Employee Advocacy tools with push notifications lead to higher engagement rates than LinkedIn’s native options.

• Target three distinct groups of employees:

• Passive Ambassadors: Typically, they repost or share pre-written content
• Active Ambassadors: These employees engage more deeply, often personalizing the content they share
• Thought Leaders: They usually have a sophisticated content strategy that aligns with and enhances the company's messaging

LinkedIn Ads:

• Preferred Ad Types

• 1. Single Image Ads: The staple of campaigns due to their consistent performance.
• 2. Video Ads: Currently underused, offering retargeting options based on viewer engagement.
• 3. Text Ads: A must-have for nearly cost-free, high-frequency visibility and effective retargeting.
• 4. Spotlight Ads: Costlier than text ads but valuable for their high frequency and impact.
• 5. Thought Leader Ads: These can be image + text, video, or even sponsored articles. They blend precise targeting with a personal touch, ideal for sharing expertise and announcements
• 6. Thought Leader Video Ads: Arguably the most effective ad type, yielding excellent results and engagement rates (best performing Q4 2023)

• Tips and Advice:

• 1. Avoid LinkedIn Audience Network (LAN): It's not yet effective enough for most campaigns.
• 2. Skip Audience Expansion: Stick to your defined audience parameters.
• 3. Distrust Lookalike and Predictive Audiences: LinkedIn's algorithms may not be reliable.
• 4. Set Up Retargeting Buckets Early: Include website visits from various time frames for comprehensive reach.
• 5. Monitor Post Frequency: Saturation is crucial; too much can dampen conversion rates.
• 6. Assign Value to Conversion Events: This helps in measuring the return on investment accurately.
• 7. Implement Dual Conversion Tracking: Use both "last touch" and "each touch" tracking for valuable events.
• 8. Even Rotation for Retargeting Campaigns: Helps in fair exposure of all ads.
• 9. Max Delivery vs. Manual Bidding: Max delivery generally suffices; manual bidding offers marginal savings.
•  10. Don't Rely Solely on ABM: Use LinkedIn's native filters to target active prospects.

• Emerging Trends in LinkedIn Advertising

• 1. Sponsor LinkedIn Articles: Leverage their SEO advantage and evergreen nature.
• 2. LinkedIn Retargeting Focus: Start with retargeting to capitalize on all website traffic.
• 3. New CTV and Live Event Ad Placements: Extend brand influence into home TVs.