EP #002: The data behind LinkedIn's algorithm change

Hey there - at the end of June, LinkedIn updated its algorithm. And creators were pissed (example)!

So, last week, I took a look at the data: 1,396 LinkedIn posts from the 30-days before and after the algorithm change.

So, what stood out?

#1: Creators are right to be mad

Creators aren’t just whining. Our data shows that the algorithm change lowered engagement for 65% of the creators we studied. Across the board, we saw:

• -49% Likes

• -58% Comments

• -28% Reposts

Why is this? We believe that the algorithm is rewarding creators for being more precise in (a) their content topic, and (b) their target audience. For example, if your topic is Health Insurance and your target is COOs, you’ll be rewarded if you post consistently about Health Insurance and if COOs routinely view & interact with your content. This is just a theory, but one we’ll attempt to validate in the months ahead.

In my opinion, this is great news for all of us: less influencer junk, more relevance for audiences. It’s never been a better time to invest in being a subject matter expert on LinkedIn and its a worthwhile investment of your energy.

#2: Reposts & External Video are severely penalized

LinkedIn appears to be highly incentivizing original content. In the 30-days after the algorithm change, Reposts received 88% fewer Likes! This is a dramatic reduction, and you should take note: don’t repost, create original content.

Additionally, external video (ie. video from a source external to LinkedIn, such as YouTube) received 74% fewer Likes. The takeaway? If you’re going to use video, upload it directly to LinkedIn.

As I’ve said before, don’t create content for the algorithm. However, it’s always valuable to understand how it is changing and what you should do about it.

Want to go deeper?

You can download the complete report here https://www.executivepresence.io/content/the-data-behind-linkedins-algorithm-change

Next week, I’ll be talking about Company Pages and the data we’ve observed around best practices.

See you next week,
Justin

Justin M. Nassiri | Founder & CEO
M: 650.353.1138 | E: [email protected]
250 Fillmore St Suite 150, Denver, CO 80206
www.ExecutivePresence.io

We specialize in helping top-tier executives boost their visibility, activate their network, and position themselves as thought leaders via our premium, fully-managed LinkedIn service.

Our unique process involves ex-McKinsey, BCG, and Bain consultants conducting monthly hour-long interviews with our clients, and turning them into impactful daily LinkedIn posts to establish their unique voice and authority. On average, our clients see a 500% bump in engagement in their first 30 days with us. Data is continuously analyzed to improve engagement and identify impactful messaging that you can use for conferences, podcasts, and internal communications.