![]() He says it's helpful to think of LinkedIn as a digital version of the workplace, where there are a lot of teams with a lot of individual conversations. That's a big reason why, as Roth said earlier, the LinkedIn system does not reward virality. Instead of just reaching lots of people, they say, they want LinkedIn users to focus on reaching the right people. It can be a useful brand-building tool, and can lead to more business.īut they want users to think differently. Roth and Xiong know: Some people want a lot of likes and followers on LinkedIn. "We really appreciate creators taking creative liberty and using their personality," Xiong says. But because I added perspective that reached a target audience, it resonated and grew. ![]() Had I just posted the photo of the funny sign, LinkedIn would have shown it to fewer people. In part, it's looking to see whether a post is offering generic information (which is less rewarded) or is drawn from the writer's perspective and insights (which is more rewarded). LinkedIn uses artificial intelligence to classify posts into different categories - including, for example, whether a post contains opinions and/or advice. Here's where things get really interesting - because how can an algorithm recognize when a post is full of genuine knowledge and advice? Since the changes took effect, she says, LinkedIn has seen a nearly 40% increase in "people checking out and viewing content that is grounded in knowledge from people that are out of their network." How LinkedIn Identifies 'Knowledge and Advice' "For us, the most important part of the equation is, Do we believe we're helping our members be and feel more productive and more successful?" Xiong says. LinkedIn's system is now evaluating whether a post contains knowledge and advice, and then showing it to other users who are likely to find the information relevant and useful. This is the counterbalance to the change above - and it's a primary way that your posts can reach people who don't currently follow you. Posts that share "knowledge and advice" are now prioritized throughout the platform. So far, LinkedIn has seen a 10% increase in people viewing posts from people they follow.Ģ. "People tell us that they find it most valuable when content is grounded in knowledge and advice," Xiong says, "and they find it most valuable when the content is from people they know and care about." Why? Because that's what users say they want. If you post on LinkedIn, it is more likely that your followers will see your post. As a result of the changes - which we'll get into below - the company says it's seen an 80% reduction in people complaining about irrelevant content on their feeds. So LinkedIn set about trying to make its feed more relevant and informative, and not just engaging and sticky. ![]() ![]() "They were saying, 'I don't want to see that anymore - now I want to learn how to get better at what I'm doing,'" Roth says. As a result, many LinkedIn users started complaining. ![]()
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