Your Defence Against Reduced Engagement: Cracking the LinkedIn Algorithm

Let's talk about something that can make or break your online professional presence: The ever-changing LinkedIn algorithm.

 We've all been there: posting content and watching it seemingly disappear into the digital void. But don't worry, in this article we look into the best places to go to stay up to date with the algorithm, as well as actionable engagement strategies to beat the algorithm. Let’s make your engagement more predictable.

Over the past few years not only has the LinkedIn algorithm changed significantly but also our behaviour as users/ creators on the platform. For example, scroll times are down 10% but during a given scroll session a user is now consuming 18 posts, up from 14 in 2022. This means creators have even less time to hook their audience to engage with their post. 

Where to Keep Your Finger on the Algorithm's Pulse

Want to stay ahead of the curve? Here are the top resources that'll keep you in the know:

Experts to Follow

• Fleur: Your go-to for monthly algorithm update summaries.

Pro tip? Subscribe to her newsletter and never miss a beat.

• Richard Van Der Blom: The data king of LinkedIn. Follow him for deep dives on what actually drives reach and engagement.
• Daniel Murray: Founder of Marketing Millennials and a master of hook writing. His breakdowns on content formats and algorithm-friendly tactics are gold for boosting reach.

Official Sources

• LinkedIn Blog: The official source for platform updates (though they can be a bit sparse).
• Reddit Communities: Specifically the sub-reddit: r/linkedin - where the real insider conversations happen!

Engagement Strategies You May Not Have Thought About

1). Let’s get strategic about comments! Here’s the inside scoop:

💡 Why It Works: LinkedIn’s algorithm prioritises engaging conversations. When your followers use specific keywords in comments, you’re basically telling the algorithm, “Hey, this content is HOT!” 🔥 

🔎 The Data: Studies on LinkedIn engagement show that posts with higher comment velocity (rapid early engagement) get boosted to more feeds. Keywords in comments reinforce post relevance, making LinkedIn more likely to surface it. 🚀

🛠 How to Make It Happen: 🟣 Craft comments that invite specific responses. Think: “What’s your experience with [keyword]?” or “Drop a comment with your thoughts on [topic]!” 🟣 Use keywords that resonate with your industry. Focus on phrases people in your niche naturally use. 🟣 This works best in industries with specific lingo or trending topics. Tailor your approach based on what’s hot.

2. Drive the right behaviour to Stay Top of Feed: Profile Visits, Saving posts & DMs 

💡 Why It Works: The LinkedIn algorithm is currently looking heavily into those who view your profile. LinkedIn sees it as a core signal of interest, which means your content is more likely to show up in their feed. Combine that with a DM, and LinkedIn registers the interaction as a real relationship. More interaction = more visibility.

🔎 The Data: A report released by The Creator Accelerator, entitled, The State of the LinkedIn Algorithm highlights that profile visits and direct messages can increase your feed presence by up to 90%. It’s all about proximity. If they’ve clicked on you or spoken to you, LinkedIn wants to keep the conversation going, by showing them more of your content.

🛠 How to Make It Happen:

🟣 Optimise your profile: Hook people with your headline, banner, and top content. Make them want to explore.

🟣 Use CTAs in your content: “Check my profile for more tips,” or “Link to full post in my Featured section.” These simple nudges drive clicks.

🟣 Follow up with DMs: 

• When someone engages with your post: “Thanks for your comment! Curious to hear your thoughts on [related topic]?”
• When someone follows you: “Hey [Name], appreciate the follow! What kind of content are you most interested in right now?”
•  Ask thoughtful questions and keep it human; these aren't cold sales DMs, they’re connection builders. And every DM is a signal that lifts your content.

🟣 Prompt users to save in carousel slides or captions e.g. “Save this post to come back to later” or “Bookmark this for when you need a reminder.” Ensure you frame saving as helpful to them rather than a favour. 

3. Switch Up Your Post Formats to Stay in the Algorithm’s Good Books

💡 Why It Works:

LinkedIn rewards creators who keep things fresh. While the algorithm currently favours certain formats (vertical video with captions),over-relying on one type can signal predictability. This can actually reduce your reach over time. Instead, a variety of formats prevents this drop-off, and helps you spot in real time if LinkedIn starts prioritising something else before your engagement takes a hit. 

🔎 The Data:

LinkedIn’s Creator Manager team has directly stated that posting in different formats helps maintain visibility in your network feed. This is backed up in a study conducted by Socialinsider which highlights the importance of using various content formats to build a dynamic and diverse feed, suggesting that different formats serve different purposes and can enhance overall engagement

🛠 How to Make It Happen:

🟣Use free versions of tools like Canva to create well designed carousels

🟣 Repurpose videos: turn content into carousels, quote cards, or polls for broader distribution.

🟣 Think of your feed like a content portfolio: Varied formats signal value, adaptability, and authority.

Closing Thoughts

The LinkedIn algorithm is a living, breathing thing.

In addition to the 3 tips above some research has been conducted on Location Tagging. It helps to boost local discoverability, although little analysis has been conducted on a wide scale to get accurate data on the value this can add. Keep experimenting and let us know what tips you have for staying on top of the LinkedIn algorithm in the comments of the post.