How LinkedIn is Evolving as Content Platform?

LinkedIn is evolving as a content platform. LinkedIn Helps Employers. The same benefits employees reap from a well-honed professional network can also help employers. The site allows employers to search for potential job candidates or follow companies from which they’ve already hired.

It shouldn’t come as a surprise that the LinkedIn algorithm update also features…that’s right; you guessed it, native content and active engagement. However, the LinkedIn algorithm is unique in that it’s the only one that actually has a person involved. If part of a story or another post that you’ve updated is doing really well within your own network, then the LinkedIn employee will look at it, and if it’s quality content.

Key statistics you might find interesting:

• 45% of LinkedIn users are upper management (Directors, Managing Directors etc)
• 57% of LinkedIn use is on mobile
• 2 million posts, articles, and videos are advertised on LinkedIn each day
• Posts with photographs get double as many comments
• Video posts are 5 times extra likely to get remarks
• 80% of B2B social media leads are generated from LinkedIn

How did the LinkedIn algorithm work?

The main LinkedIn feed is based on an algorithm, not on recency. Much like its less formal counterparts Facebook and Instagram, the LinkedIn algorithm prioritizes content you’re most likely to find relevant and engage with over the most recent content.

But did you recognize new updates from LinkedIn Algorithm 2019? As a marketing specialist, you need to stay up-to-date about the latest news to make your B2B strategy a success!

1. LinkedIn Algorithm, mystery!

Why do you view posts from several people or businesses in your feed and others never appear? And why your articles on LinkedIn Publishing has less seen in recent months? Nobody has the accurate answer, the algorithm remains a mystery to most experts and it changes constantly.

However, we have noticed several important points that you must take into account to succeed despite the algorithm:

• Posts that accomplish the largest engagement in the hour after posting are ranked highest and have a better impression rate.
• We should share quality content that matches the expectations of your network. LinkedIn requires to keep its visitants on the platform, so posts with external links are penalized.
• To succeed in becoming more commitment you can. For example, with the help of @, people in your network who have a link with your post and/or vary the hours of publications to test the impact.
• The best advice is that you have to pay attention to the quality of your content, posts that mention only text are prominent on LinkedIn!
• Also remember to use storytelling to do, with anecdotes, stories of life, lessons of entrepreneurs, and starting with a question for example. And all this without links and without images!

2. The future is a native video!

You on Social Media, you have noticed, the video is the future. While all social networks had combined native video, it was only in August 2017 that LinkedIn selected to follow suit. Native means that the video is stored and played within the platform itself. You no longer need to go to another site such as YouTube. For LinkedIn, it’s an excellent way to keep visitants on the platform. And for you, it is an excellent opportunity to share your knowledge, to make known your point of view and your personality, and to reach out from the competition. Who more credible and better placed than your employees to talk about your products and services? Show that you have the knowledge to help your potential customers For recruiting companies, the video should also play a prominent role in the employer brand strategy.

SEE MORE: LinkedIn Latest Algorithm Changes and Updations

3. Native video for Linkedin Business pages

Now that the distribution of native video for personal profiles has been widely distributed, it is expected that LinkedIn will distribute native video for the company’s pages in the coming time. The post-deployment stage is quite random. And you can not recognize exactly when you will be able to benefit from this feature.

4. “Skills” and “the magnet” of LinkedIn

A new feature that will be deployed in LinkedIn and that will bring major changes and opportunities is “the magnet”. From your mobile, when you draft a post, you can target remarkable subscribers with this function. For example, If you want to reach only people with “marketing”, “communication” and “sales” skills. Because you want to have their opinion on a particular topic, or simply reach this target in priority. Your post will then appear in the stream of people on your network who added these skills to their profile. Everyone has the opportunity to add 50 skills on LinkedIn.

5. Carousel Ads on Linkedin

In 2019 LinkedIn will offer the opportunity to transform carousel ads, as is already feasible with Facebook and Instagram advertising. A great way to increase a full range of products and make visually more engaging ads.

Carousel Ads on Linkedin

“Focus on visuals and make good combinations of products or services for this type of advertising.”

6. Notifications from your network

LinkedIn has launched in 2017 the ability to enable or disable information on your network. For example, you can now choose to disable specific notifications, such as birthdays. If you have an effective and wide network, this can be very beneficial. You can modify notifications by going to “preferences and privacy” — “communication” and “notification on LinkedIn”

7. Continuing integration with Microsoft

A year ago, Microsoft acquired LinkedIn. We can assume that Microsoft will be capable to make links between its programs and all data from LinkedIn. The first steps of this integration become progressively noticeable.

Take for example the resume assistant, where you get help in Word when you do it. Of course, by the data that can be found on LinkedIn.

LinkedIn 2019 Updates

LinkedIn is now bringing a new change in its User Interface by introducing Reactions, emoji-styled reaction icons similar to that of Facebook. Adding a popular way to express what they feel in a more interesting and social, and at the same time, boosting its engagements. It confirmed the news related to its LinkedIn 2019 updates through its Blog post and announced rolling out of these reaction icons globally in the coming months for both, website and mobile app.

As a part of LinkedIn 2019 updates, it has involved five emoji icons or simply Reactions namely:-

• Like
• Celebrate
• Love
• Insightful
• Curious

These reactions are as simple as their name suggests and are based on global research conducted by LinkedIn team members. The basic emotions can be captured under these reaction heads. For example, if you feel that a post contains some information which you have found to be helping in terms of knowledge, then you can now mark that post as Insightful with just a click below that post.

As a part of LinkedIn 2019 updates, it states on their blog that they took a thoughtful approach to design and UI changes and these reactions are thus centered around understanding the needs. The selected ones would be most useful keeping in mind the type of conversation people conduct on LinkedIn. The process of selecting these reaction feature revolves around what people are already talking about and to understand what feedback or reaction they wanted to express and what they want to receive — for example, LinkedIn analyzed the top one or two word comments being frequently used and to ascertain what kind of posts are getting the most number of shares.