When it comes to succeeding on LinkedIn, there is one rule: you must know what LinkedIn is looking to accomplish as a business.

It’s easy to forget that LinkedIn is, in fact, a business. We create our personal profile and business page and get lost in believing we own that space.

But we don’t. 

It’s borrowed land, and LinkedIn is a business trying to turn a profit. No, it isn’t on LinkedIn’s agenda to make sure you can generate leads or have maximum visibility. That’s why it’s critical to know what is on LinkedIn’s agenda.

Now, you could do that yourself by paying attention to the news wire and spending enough time on LinkedIn to work out the algorithm by yourself … or you can read articles like this.

These are my top priorities based on many hours using LinkedIn:

1. Video

When LinkedIn (or any social media platform) rolls out a new feature, that is prime time to jump all over it. 

LinkedIn is in the process of rolling out LinkedIn Live, a video streaming tool. Even if this feature isn’t available to the masses in its beta form, it does show that LinkedIn is hoping to be a bigger player in video.

We can deduce that, if LinkedIn is hoping to be a bigger player in video, posts with video should perform well.

2. Conversation

LinkedIn nerds like me spend hours upon hours on the platform and, therefore, can make calculated assumptions about the company’s objectives through the behavior of the algorithm.

One thing is certain: LinkedIn wants conversation.

Where native news articles used to be the go-to for content creators for maximum visibility, now it’s creating “mini blog posts” within the news feed. 

The following approaches work well within LinkedIn posts:

  • Tell a story. Think of your posts as sitcoms – have a clear beginning, middle, and end.
  • Ask a question. We all love to talk about ourselves. Ask a question within the first line of the post (so users see it without having to click) and watch answers roll in.
  • Broadcast a connection. LinkedIn loves photos with faces, especially when they are casual, meet-up pictures. Make sure you tag people and place for even more reach.

3. Articles

Articles aren’t getting anywhere near the reach they used to, but that doesn’t mean they’re useless. 

Far from it, in fact.

Articles generate inbound marketing. When someone sees you “out and about” on LinkedIn, the first thing they will do is click to visit your profile. The most recent article you’ve written holds a prominent spot on your profile with a link to access your full library. 

Also, Google crawls LinkedIn for content, making everything you write relevant for search engine optimization (SEO). Give it a test run and type in your name in the Google search bar. Your LinkedIn profile is more than likely one of the top five links.

Maintain An Open Mind

Even though these are the rules today it’s important to know that they are ever-changing. All it takes is another algorithm shift or new product release to turn these rules upside down.

I am constantly checking on the algorithm by doing what we aren’t supposed to do (e.g. adding links to posts, sharing articles) to see if anything has changed.

To keep up with what I uncover, make sure you follow me on LinkedIn.

About Chrissie Zavicar

Chrissie Zavicar is a LinkedIn visibility expert and lead generator working with six- and seven-figure businesses. To learn more about her services, visit her LinkedIn profile or contact page.

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