L'LinkedIn algorithm has a simple objective: to display to each user the content most relevant to them.

Unlike other social networks focused on entertainment, LinkedIn favors publications that generate quality professional exchanges.

Visibility on LinkedIn is mainly based on engagement, relevance and quality of interactions.

LinkedIn algorithm: 4 steps for distributing a post

LinkedIn has a four-step process for distributing content across its network. Each post goes through the following process, before the platform decides whether or not to amplify its reach.

1. The initial filter (quality filter)

When you publish content (text, image, video, document, etc.), the algorithm evaluates:

  • Perceived quality of content
  • The type of format used
  • Possible spam signals
  • The first interactions

Native content (without external links) is generally more likely to be well distributed.

2. The testing phase with a limited audience

Your post is first shown to a small sample of your network.

LinkedIn will take into account the popularity of the post while verifying its good reception by the audience. If the post is reported or hidden several times, its reach will significantly decrease. Conversely, thanks to comments, reactions and shares it will go through the following stages.

3. Engagement scoring

Once published, your content will generatecommitment. Except that not all interactions are equal! LinkedIn will award “points” based on actions taken by users.

In general, the impact is stronger for:

  1. Comments (especially if they are expanded)
  2. Shares
  3. Reactions (likes, etc.)

The richer and more conversational the exchanges are, the more visibility the post gains.

4. Speed ​​of engagement

The speed of interactions plays an important role.

A post that generates reactions quickly after publication is more likely to be represented in news feeds and highlighted to a wider audience.

But be careful: a good post can also perform well over several days. Visibility duration may vary.

The main ranking factors of the Linkedin algorithm

On LinkedIn, you can choose to display either the most recent posts or the most relevant posts. The default option is “most relevant”. This is why the algorithm plays a major role in your visibility.

LinkedIn decides the visibility of a post based on several signals. The most important ones are explained below.

1. Social Selling Index (SSI)

THE SSI is a score that measures your effectiveness on LinkedIn.

It evaluates 4 things:

  1. Your ability to build a solid professional profile
  2. Your ability to find the right people
  3. Your ability to share relevant content
  4. Your ability to create relationships

The higher your SSI, the more LinkedIn considers that you are active, that you provide value and that you are developing a quality network.

Result: your publications are more likely to be visible in your network.

SSI mainly has an impact on personal profiles.
It is less decisive for business pages.

In summary: The SSI measures your level of activity and credibility on LinkedIn.

2. Dwell Time

THE Dwell Time is the time a user spends reading your post.

LinkedIn observes:

  • how long someone stays on your post
  • if he reads the text to the end
  • if he watches a video
  • if he takes the time to interact

If users stay on your content for a long time, it means it is interesting. So LinkedIn will show it to more people.

A post that grabs attention, is well structured and makes you want to read to the end is more likely to perform well.

Bottom line: The more time people spend on your post, the more visibility it gains.

Other important factors in the LinkedIn algorithm

Beyond the factors mentioned above, there are three signals that LinkedIn's algorithm uses to classify posts in a user's feed.

1. Connections and interactions

LinkedIn highlights content:

  • people you interact with often
  • of your colleagues
  • accounts you actively follow

The more you interact with someone, the more you will see their posts.

Relational proximity is therefore very important.

2. Centers of interest

LinkedIn analyzes the topics that interest you. For example, if you often interact with content about digital marketing, you will see more posts containing marketing-related keywords.

The algorithm identifies keywords, hashtags, people mentioned, companies mentioned, etc. and seeks to show you content that is relevant to you.

3. The likelihood of engagement

LinkedIn analyzes past behavior to predict future interactions:

  • The likelihood that a user will comment, share, or react to a post based on the content and people they have interacted with in the past.
  • How quickly content receives engagement after it is published. The quicker users interact with a post, the more likely it is to appear at the top of other users' news feeds.

How to take advantage of the LinkedIn algorithm?

Now that you know more about how the LinkedIn algorithm works, it's time to give it a try to broaden the reach of your posts! Here are some best practices for increasing the organic visibility of your content, whether you manage a personal profile or a business page.

1. Create content that makes you want to read

To improve Dwell Time:

  • structure your texts,
  • use short paragraphs,
  • tell a story,
  • provide concrete advice.

The easier your content is to read, the more people stay on it.

2. Encourage exchanges

The algorithm values ​​conversations, so it’s up to you! Ask questions, respond to comments, restart the discussion… This pleases the algorithm, but also your interlocutor who learns more about the subject thanks to your exchanges.

3. Post regularly (without excess)

It is better to publish 2 to 4 publications per week, consistently, rather than publishing too often.

There regularity is always more important than quantity.

4. Prioritize native content

LinkedIn favors content created directly on the platform:

  • texts
  • downloaded videos
  • PDF carousels
  • polls

External links can sometimes reduce reach.

If you need to add a link, you can comment it.

5. Take care of the first few hours

The first few hours after publication are important.

If your post quickly generates comments, reactions and shares, it will be distributed more.

The Linkedin algorithm in summary

To be visible on LinkedIn, you must:

  • Be active and build a good network (SSI)
  • Create content that grabs attention (Dwell Time)
  • Generate conversations
  • Publish useful and relevant content
  • Be regular

LinkedIn above all rewards quality, relevance and professional exchanges.

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