LinkedIn changed its algorithm – top marketers tell us how to adapt

During the pandemic, as work and life blurred, LinkedIn posts became much more personal. The site, some thought, started to resemble Facebook, but many users were still just after content that helped them get better at their jobs.

With these recent changes, the algorithm is now designed to feed users the most interesting and high-quality content. It sorts content into three categories: spam, low-quality or high-quality. High-quality posts are easy to read, use keywords, and fewer hashtags.

Marketers have their say

Dan Salkey, co-founder and chief strategy officer, Small World

LinkedIn is a great place for brands to build organic reach, Salkey tells The Drum. However, marketers need to be wary of the latest updates that prioritize knowledgeable posts over virality. “Brands who thrived on this virality and set the blueprint for how to behave on LinkedIn will be impacted. We’re looking at you, Thursday,” Salkey says, referencing the only-works-on-Thursdays dating app.

For Salkey, though, the move away from virality is a good thing. “That period of viral brand content did wonders for brand awareness but little for salience. How we use social platforms sets how we think about brands on those platforms as a result. LinkedIn is a professional platform; we don’t consider or purchase brands through it. Instead, we look to them for inspiration and education in our roles – certainly within marketing.” Salkey’s key takeout: share knowledge, not stunts.

Maaria Hatia, marketing manager, HMV

According to Hatia, LinkedIn is a great tool for marketing when used in a completely “transparent” way. “A lot of people use LinkedIn in a robotic manner, discussing upcoming marketing plans as if they’re being interviewed formally,” she says. “But the LinkedIn community is most favorable to those who are more informal and genuine on the platform.”

Hatia urges marketers to share projects and campaigns alongside short copy of their personal contributions to gain higher traction. “It’s a professional network that wants to see you succeed as an individual,” she adds.

Ella Wills, marketing manager, WY Partners

Adopting a unique approach, Wills encourages B2B marketers to engage with and create LinkedIn groups to amplify impact. Joining and establishing highly specialized groups, and sharing industry news, trends and articles “ensures clients are well-informed, fostering their engagement and satisfaction.”

She adds that it can show expertise and credibility, while strengthening trust. “Encouraging dialogue and discussion among like-minded individuals cultivates a vibrant community, and helps promote lead generation. By nurturing these relationships, it can streamline the sales process, improve conversion rates, and ultimately drive organic growth,” she adds.

Chloe Jacobs, campaign manager, Lookfantastic

“By posting engaging content and participating in discussions with your network you can generate leads and boost brand awareness, but also promote yourself and your own achievements to shed light on your own capabilities and passions,” Jacobs says.

Jacobs shared two additional tips with The Drum. First, play around with post lengths: do quick, bold posts work well for your network? Or do long-form descriptive stories that capture the reader's attention perform better? Play around and see what works for you.

And, second, share your own unique thoughts. As long as content you reshare has value and is relevant to your audience, you’ll always have success from resharing other people’s content and giving your thoughts on the topic.

Cat Hann, senior brand manager, Days

Hann, of 0% beer brand Days, shared 4 quick tips with The Drum.

1. LinkedIn isn’t the strictly professional network it once was: “we recently created the Days TikTok, all focused on the behind-the-scenes of building a start-up business, but questioned how we could replicate this light-hearted content across other social channels. The same ‘unpolished’ content works on LinkedIn. People love seeing behind the scenes of a start-up business so share the highs and lows. Don’t be afraid to have fun with it.”

2. Make your team write their own LinkedIn posts: “LinkedIn recently published a report that stated employee networks have around 10x more connections than a company has followers – so use your team. Get them to write their posts too. Candid and authentic copy that sounds like the person posting will resonate far more than some marketing copy from a campaign deck.”

3. Engage with others’ posts: “LinkedIn isn’t just about your own posts; lots of engagement actually happens in the comments section. Our social media manager will often weigh in with opinions and comments on others’ posts. Commenting support or quick one-liners is another opportunity to get your name, brand and personality out there, without having to go through the effort of making a whole post yourself.”

4. Self-depreciation never hurt anyone – “Humor and relatability are what people want. Be the first to poke fun at yourself. Gone are the days of showing a highlight reel, and nothing else. People like to see the often haphazardous journey, rather than the polished finished product.”