In the ever-evolving world of social media, LinkedIn remains the go-to platform for professionals looking to build their personal brand, expand their network, and generate business opportunities. But have you ever wondered why some posts go viral while others barely get noticed? The secret lies in understanding the LinkedIn algorithm and how to work with it, not against it.
How the LinkedIn Algorithm Works
Unlike other social media platforms, LinkedIn prioritizes content that is relevant, engaging, and valuable to its users. The platform uses a three-stage process to determine how widely your post will be distributed:
- Initial Quality Check – As soon as you post, LinkedIn’s AI assesses whether your content is spam, low-quality, or high-quality.
- Engagement Testing – If your content passes the initial test, LinkedIn shows it to a small portion of your network to see how they engage with it.
- Viral Potential Assessment – If your post gets quick engagement (likes, comments, shares), LinkedIn pushes it to a wider audience, even beyond your immediate network.
Understanding this process allows you to create content that passes the test and maximizes reach.
5 Proven Ways to Increase Your Reach on LinkedIn
1. Craft Hook-Worthy Posts
Your first two lines are crucial. They determine whether someone stops scrolling or keeps going. Use compelling hooks like:
- “Did you know 80% of LinkedIn posts get zero engagement? Here’s how to change that…”
- “Most professionals are making this LinkedIn mistake. Are you?”
A strong hook sparks curiosity and encourages users to click ‘See more’, signalling LinkedIn that your content is engaging.
2. Prioritize Comments Over Likes
LinkedIn values meaningful conversations more than passive engagement. The more comments your post gets, the more LinkedIn will push it forward.
- Ask open-ended questions.
- Encourage discussions and debates.
- Reply to every comment to keep the conversation going.
3. Post at the Right Time
Timing matters! The best engagement on LinkedIn happens when professionals are active:
- Best Days: Tuesday to Thursday
- Best Times: 8 AM – 10 AM & 5 PM – 7 PM (commuting hours and breaks)
Posting at optimal times increases the chances of your content being seen and engaged with immediately.
4. Leverage the Power of Dwell Time
LinkedIn measures how much time users spend on your post. To increase dwell time:
- Write longer posts with value-packed insights.
- Use spacing to make content easy to read.
- Add carousels or document posts (PDFs perform exceptionally well!).
5. Engage Before and After Posting
LinkedIn rewards users who are active, not just those who post. Before and after publishing:
- Engage with other posts by commenting and reacting.
- Reply to inbox messages to boost visibility.
- Tag relevant people in your post only if necessary (avoid excessive tagging, as it can reduce reach).
Bonus: Use Hashtags & Format Wisely
- Stick to 3-5 relevant hashtags per post.
- Use bullet points and short paragraphs for better readability.
- Avoid outbound links in the post; instead, add them in the comments to keep users on LinkedIn.
Final Thoughts
The LinkedIn algorithm favours content that sparks engagement, provides value, and keeps users on the platform. By optimizing your strategy using these tactics, you can increase your reach, build influence, and grow your network effectively.
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