LinkedIn has shared updated guidance on the types of content that perform well on the platform and those that could be penalised by its feed algorithm. These insights are designed to help users maximise their content’s visibility and engagement while maintaining the platform’s professional standards. If you’re looking to enhance your LinkedIn strategy, understanding these guidelines is essential for standing out in 2024.

Understanding What LinkedIn Wants

LinkedIn prioritises content that fosters professional growth and meaningful conversations. Posts addressing industry trends, career advice, or business insights tend to perform well, as they add value to the professional community. On the other hand, content that is overly personal, promotional, or lacking professional context is less likely to reach a wide audience.

The platform’s algorithm rewards originality by highlighting unique insights or perspectives that position you as a thought leader. Professional relevance is also key; your posts should focus on topics that matter to your network, such as workplace trends, leadership advice, or sector updates. Encouraging genuine engagement by asking thoughtful questions or seeking feedback will also help your content perform better.

Avoid Common Pitfalls

LinkedIn has outlined several types of content to avoid. Overt promotions without added value are a common mistake. While the platform is suitable for showcasing products or services, posts that focus solely on promotion without providing insights or actionable tips are likely to underperform. Instead, consider sharing real-world applications, such as case studies or productivity tips that tie back to what you’re offering.

Another issue is engagement bait—posts that explicitly ask for likes, shares, or comments. While these tactics might initially grab attention, they fail to foster meaningful interactions and can be penalised by LinkedIn’s algorithm. Negative or unconstructive posts are equally damaging. Content that dismisses, mocks, or provokes others not only tarnishes your professional image but can also stifle your visibility.

Personal content, when used without a professional takeaway, is another pitfall. While LinkedIn does welcome personal anecdotes, they must have a clear connection to your professional identity or provide value to your network. Sharing personal details without relevance, such as a holiday story or meal photo, is best left for platforms like Facebook.

Key Strategies for Effective Posts

Creating valuable content should be at the core of your LinkedIn strategy. Every post should educate, inspire, or solve a problem for your audience. This could include sharing industry insights, leadership tips, or highlighting a trend that professionals in your network can learn from.

Incorporating video content into your posts is a powerful way to boost engagement. With LinkedIn reporting a 36% year-on-year increase in video viewership, short and professional videos can be an effective medium to communicate insights or tutorials. Videos should be concise and focus on a single message to maximise impact.

While humour and personality can add a relatable touch to your posts, they must align with your professional brand. Avoid overly casual content like memes or viral trends unless they’re directly tied to a professional insight or lesson.

Instead of seeking engagement through calls for likes or shares, aim to spark meaningful conversations. For instance, if you’re addressing an emerging industry challenge, ask your audience how they’re approaching it. This approach creates a dialogue and positions you as a collaborative leader in your field.

Making the Algorithm Work for You

LinkedIn’s algorithm is designed to highlight professional and insightful content. To align with its preferences, focus on creating posts that add value to the community. Posts with professional relevance—such as actionable advice or timely insights—are more likely to gain traction. Additionally, the algorithm considers the quality of engagement on your posts. A post with thoughtful comments or constructive discussions will perform better than one with superficial reactions.

Consistency is also crucial. Regularly posting content—whether weekly or bi-weekly—keeps your profile visible and reinforces your expertise. By maintaining a steady presence, you build credibility and stay top-of-mind within your network.

Maximising Your Reach

Engaging with others is a simple yet effective way to extend your reach. Commenting on industry-relevant posts or contributing to discussions increases your visibility while demonstrating your expertise. It also helps you build relationships with peers and thought leaders in your field.

Monitoring the performance of your posts is another critical step. LinkedIn’s analytics can help you identify which types of content resonate most with your audience. Use these insights to refine your strategy, focusing on the formats and topics that drive the most engagement.

To thrive on LinkedIn in 2024, focus on creating content that balances authenticity, professionalism, and value. Avoid shortcuts like engagement bait or unoriginal posts, and instead invest in building a trusted voice in your industry. By aligning your strategy with LinkedIn’s guidelines and prioritising meaningful connections, your content will not only gain visibility but also contribute to your professional growth.