How Does The LinkedIn Algorithm Work?
Having a successful social media strategy to heighten your LinkedIn presence is essential as a financial advisor. In order to boost your LinkedIn and leverage your networking abilities through the platform, it’s critical that you learn about the LinkedIn algorithm and how it comes into play.
So, how does LinkedIn determine how certain content ranks higher than others and how do you ensure that yours will show up in people’s newsfeeds?
LinkedIn’s 3 Ranking Factors
The LinkedIn algorithm prioritizes relevant content and favors engagement. If you want your posts to show up in people’s feeds it’s vital that you pay attention to the 3 key ranking factors to increase your chances of getting your content in front of more people. So, ask yourself these three questions before you post content on LinkedIn to make sure it appears in people’s newsfeeds.
1. Is It Personal?
The LinkedIn algorithm prefers personal connections. This means that LinkedIn wants you to actually know the people who see your content on a personal level. So, how does LinkedIn know if you actually have a personal connection to someone? LinkedIn takes into consideration who you interact with through comments, shares, and reactions. In addition, it also considers your interests and skills, who you work with, among other information on your profile to determine how likely you actually know someone.
2. Is It Relevant?
Do you post content that people will want to see? Just because you know someone doesn’t mean that you two will favor the same kinds of content. This is why the LinkedIn algorithm determines how likely someone will be interested in content based on the groups they’re in, and the hashtags, people, and pages they follow. Using hashtags in your posts is a great way to get your content in front of more people. When people search up a hashtag, your content will be under there because you included that hashtag within your post.
3. Will It Encourage Engagement?
The LinkedIn algorithm prefers content that will boost engagement. This is why LinkedIn ranks content based on the likelihood that people will interact with your content through comments, shares, and hashtags. In addition, LinkedIn prioritizes content that quickly sparks interactions.
7 Tips and Best Practices to Rank Higher in LinkedIn
1. Build Personal Connections
Developing relationships on LinkedIn with others in your industry is a great way to rank higher. LinkedIn will put your content in the feeds of those whom you interact with frequently. For example, you may follow a public figure on LinkedIn, but chances are that you do not actually know them on a personal level. LinkedIn can tell if you actually know someone based on your interactions with them. This is why as a financial advisor, in order to heighten your LinkedIn ranking, it’s critical that you foster true connections with people you know and people you would like to know within the financial advising industry.
2. Be Relevant
Being relevant simply means intentionally posting content that your target audience would actually like to see. LinkedIn rewards those who post relevant content that people actually want in their newsfeeds. In addition, posting popular kinds of content such as videos will also increase your chances of ranking higher and sparking engagement. In fact, LinkedIn videos get three times more engagement than posts with text only or images.
3. Boost Engagement
The whole point of LinkedIn is to build your professional network. So, what way to better do that thank to initiate conversations with others in your industry and your niche audience? Start conversations by commenting on other people’s posts or by sharing content and tagging others in it. LinkedIn rewards those who increase engagement on the platform. Remember, the more value you give to others, the more engagement and value you’ll get in exchange.
In the example below, Twenty Over Ten shares 10 financial advisor websites from 2019 on LinkedIn. Tagging your clients on LinkedIn is a great way to boost engagement because they will be more inclined to engage with your content if they are mentioned in it.
4. Focus On Your Niche
What content would your niche like to see? Instead of producing and sharing content that is very broad, research to determine what kinds of content your niche audience would gain value from.
In the example below, Lead Pilot user WealthKeel specializes in serving Gen X & Gen Y physicians and their families. In the LinkedIn post below, they share 5 valuable financial tips for Gen X’ers and Millennials. It’s important that you provide value with your posts and share content that will actually help your niche audience with their needs. This not only shows them that you have the knowledge to help them, but it also shows them that you focus on serving a specific group of people which helps build your credibility.
5. Post At The Optimal Time
Have you heard the saying, “timing is everything”? Well, this holds true for posting on LinkedIn as well. If you post your content when the majority of LinkedIn users are not online, how will they see your content and engage with it? This is why posting content at the times that people are actually on the platform is critical in order for your content to get seen and rank higher.
On average, the best time to post on LinkedIn is between 3 pm and 5 pm on Wednesdays.
6. Use LinkedIn Analytics
If a certain kind of post or certain content performs well, repeat it! With some trial and error, you will figure out what works best to bring you more engagement. Maybe you found from your analytics that posting at certain times of the day really helps your posts perform better, or, maybe you found that videos perform the best. Whatever it is, find what works for you and stick to it! Gathering insights can help you optimize your LinkedIn strategy and bring you better results.
7. Show A Personal Side To Your Brand
Showing your true and authentic brand is ultimately what the LinkedIn algorithm wants to see. Being personal creates more of a sense of community which is what LinkedIn is aiming to grow. The more real and relatable you are, the more likely your audience will engage with you.
All of these tips will help your content get seen on LinkedIn. Don’t forget that the success of your LinkedIn is a constant effort. If you continually work to grow and build your connections and produce compelling content to share on LinkedIn you will reap the results.
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About The Author
A part of Twenty Over Ten’s digital marketing team, Lauren is a Content Creator. A true Carolina girl through and through, she loves everything about Fall (yes, especially #PSL ☕) and can’t resist a fluffy yellow lab.