20 Actionable Tips to Enhance Your LinkedIn Reach

Many individuals and businesses desire their social media posts to thrive. You invest valuable time in creating them, so knowing how the algorithm works is vital. In 2022, understanding LinkedIn's algorithm can ensure your content gets noticed and help you grow your LinkedIn page organically.

In this blog post, we will address these fundamental questions:

• How can you achieve organic reach on LinkedIn?
• Which types of content perform best?
• What is the ideal time and frequency for posting on LinkedIn?
• Can you include external links in your captions?

What is the LinkedIn algorithm?

The LinkedIn algorithm plays a crucial role in determining which posts appear at the top of your feed. Posts from people and pages you have engaged with in the past are prioritised. But here's the catch: the algorithm changes frequently. For example, the common practice of putting external links in the comments instead of the caption can significantly decrease your reach. Understanding the current algorithm is essential. So, what steps can you take to leverage the algorithm to your advantage in 2022?

20 actionable tips to maximise your reach on LinkedIn

As a business owner, keeping up with the algorithm changes shouldn't be a burden.

What content performs best?

What types of content should you focus on? A diverse content mix remains essential. In our e-book, we discuss creating an engaging content mix, a key metric within the Willow platform. How can you establish a successful mix?

• Diversify content formats. Rotate text posts, blogs, videos, polls, and documents. This approach maximises your reach.
• Personal content reigns supreme. Share your interests, insights, and success stories to connect with your audience.
• Longer text, videos, and documents increase "dwell time". Dwell time is the duration people spend on your post, boosting engagement and reach. Aim for users clicking "See More" rather than just "Like"!

How can you interact with your audience?

Interaction truly is key on social media. Great content without conversation misses the mark. How can you boost engagement?

• Engage with others' content. The more you interact, the more engagement you'll receive on your own posts.
• Within the first two hours of posting, aim for comments. Responding quickly can enhance reach by 15-20%.
• Avoid being the first commenter on your post; this can reduce your reach by 15-20%!
• In your comments, add value. Short comments (less than five words) are less effective.

What is the ideal frequency and time of posting?

Many wonder, "How often should I post on LinkedIn?" Below are some key guidelines:

• Aim for an average of four posts per week. Posting more than eight or fewer than one weekly can decrease reach by nearly 30%!
• Don’t post multiple pieces of content within 24 hours. LinkedIn divides your reach across all posts. If you publish three posts in one day, the initial post's reach suffers.
• Best days to post: Tuesday, Thursday, and Saturday. Surprisingly, Saturday is effective since users scroll through LinkedIn over the weekend but often don’t post themselves, resulting in less competition.
• Best times to post: Mornings between 08:00 and 10:00.

How should you approach tagging?

Tagging can stimulate engagement, but only if tagged individuals comment on your post. What strategies can you implement?

• If they comment, expect a 10-15% increase in reach. If they don’t, it could hurt your post's visibility. However, you can mitigate this...
• Tagging in the comments instead of the caption won't negatively impact reach, even if the tagged individuals don’t respond. Just ensure it’s not the first comment, as this could reduce reach!

How can you leverage the power of company pages?

A LinkedIn company page provides an additional platform to promote your products or services. Avoid common mistakes on your Company Page.

To maximise reach on company pages, consider these strategies:

• Complete your Company Pages to 100% for a potential +20% reach boost.
• Have employees comment on company posts rather than sharing them – it has eight times more impact!
• Comment as a company on relevant posts, ensuring you add value.
• Vary your content formats (blogs, videos, presentations) to maintain an engaging content mix.

What about external links?

There are differing opinions regarding posting links in your captions. The fact is, external links can reduce your post’s reach by at least 50%. The more links you include, the more detrimental it becomes. However, links can still be valuable.

What’s the best approach? Include the link in the caption. Though this may initially reduce reach, following the previously mentioned algorithm tips can still yield significant engagement.

Conclusion

With the myriad tips and resources online, it’s easy to feel overwhelmed. However, focus on these three essentials for success:

• Post consistently.
• Provide valuable content.
• Engage with your audience.