There’s a new kid on the block when it comes to the LinkedIn algorithm & how it decides if your posts should feature in other people’s newsfeed – Dwell Time.
You’re probably aware that LinkedIn uses people’s reactions to your posts (leaving ‘like’ or ‘comment’) to decide if they distribute it further & give it additional airtime.
Well, a new factor at play also looks at how long people spend looking at the content as well – the Dwell Time. The longer people spend reading it the better – for you & the algorithm.
So hopefully this increases quality of content over time yet still rewards engagement.
So to benefit, I’d suggest we need to particularly consider:
i) Audience
More than ever, we are going to need to continue to write content that will attract and deliver value to people you wish to talk to. If we can get them onto your content, not just for a cursory glance, but so that they actually take time to read it, then we are looking at something that the algorithm will sit up and take notice of!
ii) Comments
We will also benefit from encouraging engagement – if there is a discussion happening then people will stay / dwell longer to read & participate in it. They will not only read other people’s contributions or follow some of the threads on there, but will also take time to comment themselves. Clearly commenting in itself is excellent, but now the added time to construct those answers will also benefit us because they are spending that time with our post open on the screen.
iii) Value
Hopefully, this will result in posts providing greater value. The more value we provide, the more people will read it & contribute, increasing the numbers further. There is of course the counter argument, that people are also looking for light relief in these times and so a ‘funny’ may also get greater u[take and people weigh in – a mix of both types of post will hopefully offer something for everyone.
iv) Avoid Hyperbole
Posting an opening that doesn’t deliver will mean people spending less time on your post, so try to avoid the ‘link bait’ type of headline that ultimately doesn’t deliver. Lots of ‘bounces’ (as we used to say in online marketing) ie they take one look and then leave, will ultimately damage the distribution of the post.
v) Try other content types
Although text is the mainstay of most posts – for obvious reasons – using a couple of the other options that LinkedIn provides us with, should actually have a positive because both ‘adding a video’ and ‘including a document’ gives a much greater chance that people stick around and take in that extended content over a longer period … again with positive effects!
My hope is better quality content but ultimately that will be determined by us … and the actions we take.
A good change in your opinion?
