The LinkedIn algorithm is constantly changing. So, it is essential that you understand how to stay one step ahead.
So, why are my post views so low?
Assuming the actual content is good then we need to be looking at the LinkedIn algorithm.
There are many possible reasons why your LinkedIn post isn’t getting engagement.
Working with a team of content writers, we have done 'trial & error' testing to understand how to leverage the LinkedIn algorithm.
Here are the most common problems…
Your Network is too Small
Now, let me be clear that the size of your network is not directly correlated to the reach of your content but it is a contributing factor that I see commonly on LinkedIn.
Your content will go first to your 1st-degree connections then it will work into their network who are your 2nd-degree connections. So, a small network means less opportunity for the content to reach beyond your 1st-degree connections.
And if your 1st-degree connections are not interacting with your content then this will only compound the issue of low engagement.
Tagging People or Companies Who Don’t Engage
Tagging a well-known person on LinkedIn or a high-profile company in a LinkedIn post won’t necessarily work to your advantage.
As with any social media platform, LinkedIn is concerned about maintaining a certain level of quality. So, it hinders users who are spamming others by tagging them into posts.
In fact, if a tagged person does not engage with your post then the algorithm won’t promote, again compounding the issue of low engagement.
Hashtags: Too Little and Too Much
Yes, you should be using Hashtags in your LinkedIn posts!
However, you only need three hashtags per post. Yes, I said only three! The LinkedIn algorithm will only index the first three hashtags mentioned in your post.
The best way to explain hashtags on LinkedIn is to think of them as if they were labels on a conversation. Which conversations do you want to be a part of? Obviously, the conversations that your ideal client and competitors are having.
Each hashtag has its own conversation feed on LinkedIn. People follow these conversation feeds and often use them for research purposes. So, pick the hashtags that position you well on LinkedIn to be seen by the right people.
Avoid putting in multiple hashtags on LinkedIn. On LinkedIn, this has the perception of you being desperate for engagement and undermines your credibility.
Overusing One Type of Post
There are many types of post on LinkedIn… text-only, picture & text, poll, article, video, PDF, etc…
But if you select only one, says picture & text and that’s all you post then the algorithm will not favour you and your audience will get bored of your posts.
LinkedIn’s algorithm favours certain content types over others, so it’s vital to have different content on LinkedIn.
LinkedIn polls and video content generally receive better engagement but I can’t just post them types all the time. So, make sure you mix it up a little and keep you audience engaged in your content.
Be Careful Using External Links in Posts
Always remember that LinkedIn wants to keep people on the platform for as long as possible.
So, if you have external links in your posts the algorithm is going to hinder your engagement on LinkedIn.
However, there are exceptions to this general rule… if you post links to globally recognised websites such as BBC News, CNN, Forbes, Entrepreneur.com, etc then the algorithm tends to favour them.
Why? Simply because the algorithm recognises the URL is from a trusted source and the content has a higher value on the platform.
If you post links to your own website pages you’ll see that the algorithm will limit your reach.
Recommended by LinkedIn
So, What Type of Post is best for LinkedIn?
Post not Articles
Articles perform poorly on LinkedIn unless they are attached to a LinkedIn Newsletter. Article formatted long read is not what the algorithm is looking for when populating users' post feeds.
So currently, LinkedIn favours posts over articles… so write more posts.
Text-Only Posts
Unlike the article format, a text-only long-form post that is full of information and interesting to read is favoured by the algorithm.
While it is a better type of post for engagement, try not to max out the 3000-character limit every time. Remember you are on social media and we are all educated to have short attention spans on social platforms.
Remember, to make sure your content is relevant and concise rather than maxing out the keywords to reach 3000 characters on your post.
PDF Slides
Dwell-time is your best friend. Any content that gets people to stay on your post longer will benefit the reach of the post. This is why a PDF slide deck works very well.
A basic PDF slide deck of 5, 6 or 7 pages will engage most LinkedIn users for 15-20 seconds. Now, that does not sound like a lot of time but compare that to the average LinkedIn user spending just 10-12 seconds on a LinkedIn post.
Those extra few seconds sets your post above the average on LinkedIn and this is noted by the algorithm. Dwell-time is interpreted by the algorithm as engagement value. The longer they dwell the further your post reaches on the platform.
So, think about converting blogs or stats into PDF slide decks to be posted on LinkedIn.
Video Content
When LinkedIn introduced LinkedIn Stories the algorithm changed and pushed video content to Stories, not general posting. After 12 months LinkedIn removed Stories but the algorithm was not updated, so video continued to perform poorly.
But the times are changing… recently video content engagement has hugely improved. Recent trials have seen engagement grow from a mere few hundred views to a few thousand views.
Video content that is engaging and informative works very well (don’t post funny cat videos!).
So, if you are feeling brave and willing to get in front of the camera then use video content once a week.
Entertaining and Educational Posts
No LinkedIn user wants to read sales pitches all day long. So make sure you post content is educational and entertaining from time to time .
Those who are interested in you, your company and your products & services will find this type of content engaging.
As long as you make sure that your LinkedIn post is informative, interesting or entertaining (or all three), it will increase your chances of getting the LinkedIn algorithm to work for you.
LinkedIn Polls
When they launched on LinkedIn it seemed like every third post was yet another LinkedIn Poll. Currently, the algorithm has been less aggressive with the promotion of polls but they are still good for engagement.
Due to the aggressive earlier launch of polls, the majority of LinkedIn users experienced poll fatigue due to their overexposure. So, even if your poll gets high impressions, it may not receive a lot of votes, likes or comments, unless it’s really relevant and fresh.
I recommend using them only once every couple of weeks to get the best engagement.
Other ways to Boost a Post on LinkedIn
If you would like to learn how to turbo-charge your content then check out the resource below.
