Science

Why is LinkedIn going to upgrade its algorithms?

The social network wants to fight “engagement crackers”. On LinkedIn, more and more users are experimenting with algorithms to create hype and maximize the effectiveness of their content. If this practice is not explicitly prohibited, then it is, as it were, annoying internally. That’s why LinkedIn is planning to change their algorithms.

The end of the little hoopla on LinkedIn?

The platform is in great shape: the number of users continues to grow, and LinkedIn even reports a record level of engagement growth. But, as always, where there are more opportunities to attract attention, there are “growth hackers”. LinkedIn uses this term to refer to users playing with algorithms. On social media, brands have entered the race for commitment and performance. Therefore, it is not surprising that this practice is becoming commonplace. Most social media managers have engagement goals built into their performance metrics.

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Unsurprisingly, wider exposure can only help increase the potential for brand attention, which ideally also increases conversions. This is understandable, but according to LinkedIn, “After a while, when everyone is doing the same thing, it can become too much.” That’s why the platform is getting ready to update its algorithms to limit certain posts that users are fed up with. According to Linda Leung, Chief Product Officer at LinkedIn, “We’ve noticed a number of posts that specifically ask or encourage the community to engage with content through likes or reactions, posted for the sole purpose of increasing reach on the platform.”

Fewer polls in the feed

These messages are exactly the same as those that Facebook handled a few years ago. On LinkedIn, reactions are used to poll communities. Inevitably, when an issue is of interest, the obligations are enormous. These publications are just in the LinkedIn viewfinder. If you are planning a post like this, be aware that your engagement will now be penalized. Linda Leung explains that “we found that there were too many polls in the feed. We are taking steps to be smarter and only show you what is useful and relevant.” In practice, this means fewer surveys from people you don’t know and more surveys from people in your network that you are most likely to interact with.

Another modification has been made to the algorithm: in the US, platform users can now opt out of political content. LinkedIn indicates that this feature may be expanded to other regions of the world in the coming months. For most users, political posts have no place on LinkedIn. Made a final change to reduce the number of notifications. You won’t see as many updates from your network soon. These changes should be well received by the community. Polls have really polluted the stream for some time now. You will definitely be able to see some changes over the next few weeks.

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