Cracking the LinkedIn Algorithm: 20 Strategies for Social Selling Success
Navigating the LinkedIn algorithm often feels like chasing a moving target. However, understanding the underlying mechanics allows you to transition from "guessing" to "growing." Based on the latest research and real-world application within the Making Sales Social Program, success on the platform isn't about gaming the system, it’s about fostering genuine professional density.
The New Metrics of Attention: Dwell Time and Meaningful Comments
The days of "like-and-run" are over. The primary signal the algorithm now monitors is dwell time, the literal seconds a user spends with your post open. This shift explains why native documents, such as uploaded PDFs or carousels, consistently outperform single-image posts. They require the user to click through pages, signaling to LinkedIn that the content is high-value.
Furthermore, comments now outweigh reactions by a significant margin. A single insightful comment can trigger a wider distribution than dozens of generic likes. To capitalize on this, always reply to comments on your posts; each reply initiates a new micro-distribution cycle, pushing your content back into the feed.
Quality Over Frequency: The Myth of Daily Posting
A common misconception is that posting every day increases reach. In reality, the optimal cadence for most professional profiles is three to five times per week. Posting too frequently can actually suppress your reach, especially if your recent history includes low-performing posts.
The algorithm also prioritizes the first 60 minutes after you click "Post". Early engagement from your network determines whether the content will "break out" beyond your first-degree connections to a wider audience.
The Power of Outbound Behavior
One of the most actionable insights for social sellers is the link between your outbound activity and your inbound reach. When you engage with someone, by viewing their profile, connecting, or commenting on their post, LinkedIn opens a two-week window where your content is prioritized in their feed.
To leverage this, stop relying on the cluttered main homepage. Instead, create a custom engagement feed:
- Click the LinkedIn search bar and hit Enter.
- Filter by "Posts."
- Select "1st-degree connections" and "Most Recent."
- Bookmark this URL.
This allows you to focus your engagement on the people who matter most to your business, ensuring they see your insights in return.
Strategic Content Formatting
While the algorithm has preferences, your goals should always lead your strategy. Here is how to format for maximum impact:
- Links: Avoid placing external links in the main body of the post, as this reduces reach. Place them in the comments or use the "send" (paper airplane) icon to share with specific individuals.
- Tags: Only tag people if they are likely to engage. If a tagged user removes their tag, it can negatively impact your post's reach for up to two weeks.
- Hashtags: Stick to three to five niche hashtags. Using broad hashtags dilutes your relevance, whereas niche or branded hashtags (like #SSLInsights) help with search and organization.
- Saves: Encourage users to "Save for later." This is a strong secondary signal that tells the algorithm your content has long-term educational value.
Final Thought: Algorithm vs. Audience
The algorithm is a tool, not a master. Sometimes, driving traffic to a specific resource or speaking to a very small, targeted group is more important than "going viral". Aim for conversation depth over vanity metrics; real dialogue leads to real relationships and, ultimately, real sales.
FAQs
Q: Does having a LinkedIn Premium account help my posts get more reach?
A: No, the algorithm generally treats free and premium accounts the same when it comes to content distribution.
Q: Should I react to my own post as soon as I publish it?
A: It is better to wait. Let others comment and react first, then use your reactions and replies to engage with them and keep the conversation going.
Q: How long should my "hook" be to stop the scroll?
A: On mobile, users see approximately the first 210 characters before the "See more" prompt. Your goal is to entice the reader within those first few lines without being "clickbaity".
Q: Are polls still good for reaching a wide audience?
A: Polls are no longer favored for broad reach by the algorithm. However, they remain excellent tools for gathering specific market insights and starting direct conversations.
Q: Can I edit a post after it's live if I see a typo?
A: You can, but be aware that the algorithm often treats an edit as a "reset," which can significantly reduce your reach, especially if edited within the first hour
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