Everyone wants their social media posts to perform well. After all, you spend your precious time on them. Knowing how the algorithm works in 2022 can help ensure that your LinkedIn content gets noticed and you grow your LinkedIn page organically.
In this blogpost you will, for once and for all, find out crystal clear answers to these questions:
- How to get organic reach on LinkedIn?
- What types of content perform best?
- What is the best time and frequency to post on LinkedIn?
- Can I include external links in my captions?
What is the LinkedIn Algorithm?
The algorithm ensures that posts you might find interesting end up at the top of your feed. Pages you have interacted with before or pages that tend to get a lot of engagement are prioritized by the algorithm.
But just when you think you understand the algorithm, it changes again. Take the widely used practice of putting external links in the comments rather than in the caption. Stop doing this. It causes your reach to drop significantly.
So, forget everything you've learned. Find out how to finally use the algorithm to your advantage in 2022.
20 actionable tips to maximize your reach on LinkedIn
As a business owner, you can't be bothered to keep track of these changes in the algorithm, and you shouldn't. We read the newest 44-page research by Richard Van der Blom & Just Connecting so you don't have to. Discover our main takeaways from the research.
What content performs best
It should come as no surprise that a good content mix is important. In our e-book, we talk about the importance of a good content mix. Heck, we even dedicated a metric in the Willow platform to it. How do you establish a good content mix of engaging content?
- Make sure you diversify content formats to maximize your reach. For example, rotate between text posts, blogs, videos, polls and documents. Find out more LinkedIn content to focus on in 2022.
- Personal content is the king of all content types. Think of personal interests, thoughts and success stories.
- Long text, videos and documents increase "dwell time", the time spent looking at your post, which boosts engagement and reach. Increasing Dwell Time and getting people to click "See More" is better for engagement than people clicking "Like"!
Interact with your audience
We've said it once and we'll say it again. Interaction is KEY on social media. You can put out the best content but if it doesn't get the conversation going, your efforts are useless. Social media is a two-way street. Thankfully, it's never been easier to communicate with your audience. However, there are a few things to keep in mind. It all comes down to being human on social media.
- The more you engage with other people's content, the more engagement you get on your own content.
- After posting, focus on getting engagement within the first 2 hours. Respond to comments within 2 hours to increase reach by 15-20%.
- Don't be the first to comment on your post as this will decrease your reach by 15-20%!
- Make sure to really add value in your comments. Comments with less than 5 words have less impact on reach.
Ideal frequency and time of posting
"How many times should I post on LinkedIn?" This question seems to be on everyone's mind.
- Post an average of 4 posts per week. Publishing more than 8 posts per week, or less than 1 post per week, will decrease your average reach by almost 30%(!)
- Don’t post multiple pieces of content within 24 hours. LinkedIn divides your reach over all the posts. If you publish three posts in one day, you're literally killing the reach of your first post.
- Best days to post: Tuesday, Thursday & Saturday. Saturday might come as a surprise but it's actually quite logical. People scroll through LinkedIn on the weekend but tend not to post. So there's very little competition!
- Best time to post: Mornings 08:00 - 10:00h
Tagging people and businesses
Tagging can be a good way to trigger engagement, however, the people tagged have to comment on the post for it to work.
- If they comment, you get a 10 - 15% increase in reach. If they don't, this hurts the reach of your post. Luckily, there is a way around this...
- Tagging people in the comments instead of in the caption doesn't result in a negative impact on reach, even if they don’t respond. You could therefore always tag people in the comments. Just make sure it's not the first comment, as that will impact your reach negatively!
Leverage the power of Company Pages
A business page on LinkedIn provides your company with another way to promote your products or services. Just avoid these mistakes on your Company Page.
Take these tips into account to maximize your reach on company pages:
- Complete your Company Pages to 100% to receive +20% more reach.
- Having employees comment on a company post instead of sharing it will have 8x more impact!
- Comment as a company on relevant posts. Make sure to add value.
- Vary your content in terms of format (blog, video, presentation, etc). This is the content mix we previously talked about.
There's much ado about whether or not you should post a link in the caption of your post. Truth is, external links reduce the reach of your content by at least 50%. The more links you use, the more it's bad for your reach. However, links are still widely used and will continue to be valuable.
What is the best way to deal with an external link? Include the link in the caption! Indeed, you will get less reach at first, but if you follow all previous algorithm rules you’ll still get a lot of engagement!
It's easy to get overwhelmed by all the (contradictory) tips and resources on the internet. However, according to us, if you provide the following three things, you're golden.
- Post consistently.
- Provide valuable content.
- Interact with your audience.
(Just make sure you don't comment on your post first 😉)