How you increase your impressions on LinkedIn by producing better content. Here's a guide that show's you all the technical and non-technical factors.
I know why you are here.
You create content.
And you want your content to be seen. Understandably.
But simply asking how to get more impressions is like asking how to get more money.
It's a dead end, and hard to answer question.
Instead, we are going to through this process step by step starting with the technical basis of how LinkedIn decides if a post gets visibility or not.
There are some things to know when it comes to writing content that reaches people.
In this section of the post, I will cover the technical fundamentals of when a post gets reach, as well as how this can depend on the industry and what role LinkedIn's vision plays in all of this.
This part is less actionable than the further explanation below.
If you want to jump to the tips straight away - scroll down to the next chapter.
LinkedIn's Mission Statement
"Connect the world's professionals to make them more productive and successful." LinkedIn wants to encourage interaction between people on the platform.
By knowing what LinkedIn wants we can dig deeper to see how they manage who gets reach and who's not getting viral with a post.
The above shown - simplified - version of the LinkedIn Algorithm indicates how content is processed and displayed on the platform.
To generate a viral state with your post you have to be confirmed by a human editor.
You don't have influence on the AI selection or human editor part.
On the other hand, you have influence on the state between - creating Engagement (Comments and Reactions or Shares) and increasing the Dwell-time.
This is what we can work on.
We constantly measure the effect of LinkedIn's Algorithm with our machine learning framework by industry and more. Our ML-Tool is designed to find patterns in data sets, and generate insights for our users.
At this point in time (Feb. 21) it's not yet visible within inlytics just yet but it will be soon enough.
Coming back. Here's an example of the automotive industry based on a sample of posts that we evaluated.
You see, that with a longer content length you generally get more Engagement in this industry - based on this specific sample.
So the first intention would be to say: "Hey if this works for the automotive industry, this has to be true for my agency as well!"
Here's another example of the agency and service industry.
Well, now we are talking!
The result looks nothing like the one above. And I could give you more examples.
What works best on LinkedIn is depended on a lot of factors. Some are technical, some are more subjective.
Take away for you: When you really want to go deep on this, find out what works and improve your content performance by a lot, you might consider analyzing your content.
And with your content, I mean YOUR content.
Because, reach (impressions), Engagement, shares... all of that vary from industry to industry.
There are a lot of things to uncover.
Best time to post, best hashtags for your industry... I could go on forever.
So, since this is a post on the blog of inlytics and we provide a Free-to-get-started LinkedIn Analytics Tool - you can get your Free LinkedIn Analytics Dashboard report right here.
All of the following tips can't guarantee your post to take off but it will help to increase your post impressions on the long haul.
Engagement is very important. Not only for generating more impressions but also for your business. Remember: You can have a lot of impressions but reach no people that are relevant to what you do.
For example: You might post a funny cat GIF. Does that help you with your personal brand/ business? I doubt it.
How to write engaging content?
First of all, what is the Dwell-time?
The time a user spends on your post-viewing it, reading the comments etc. You want that time to be as long as possible.
Because it indicates LinkedIn that your content is relevant = more potential reach.
How to increase the Dwell-time?
When you know who you are writing to you will most likely anticipate what kind of hashtags your readers use.
In the case you don't have any clue you should check out this post: How to use hashtags on LinkedIn
How to find use LinkedIn hashtags properly?
In the end, it all comes down to two things:
When you did both chances are that your post will generate a fairly good amount of impressions. But don't get fooled:
Even if you did write great content and made sure that you used the right hashtags and stuff, your post can disappear in the feed and don't get seen by many.
In this case, you can repost your content (Jep, that's possible).
Write content that matters and make sure it's easy to interact with (...and use inlytics to analyze your efforts)
If you want to multiply your results and accelerate your research process I recommend checking out our LinkedIn Analytics Tool for personal Profiles (here's the link).
It's also a viable option for you if you do this for your team or clients - we do offer a Group-Dashboard for that case.