After three months of research and analysis, here are the results of "The LinkedIn Algorithm Research 2020". With answers to questions like "what is the impact of dwell time on the performance of my posts" or "does the algorithm works the same for a Company Page as it does for a Personal Page"
What's been investigated
The LinkedIn Algorithm is a very complex system, that is influenced by both automatic and human actions. In addition, many factors are part of the algorithm and it is often the combination that provides the ideal support for your content and a better result in views and desired conversion.
The research focused on the following factors
The impact of an All-Star profile and (higher) Social Selling Index score
The effect of Dwell time on our posts and the changes in our timeline
The difference between getting and giving "Likes", "Comments" and "Shares"
How the packaging of your post could influence the results
How to use #hashtags and tags wisely for optimal result
The best time to post and the desired actions in the first 2 and 24 hours after posting
What about video content? Or articles?
What type of content provides the best results and why?
How to act on a Company Page to expand your reach, followers and conversion?
What was discovered.... here is the "Gold"
Some of the conclusions highlighted...
✪ If your Social Selling score is above 60, your posts will benefit from it, together with having an All-Star profile this will boost your content
✪ #Hashtags, 3 is no longer the magical number (like it was back in good old 2019). We see maximum benefit when using 3 to 10 hashtags. Less than 3 is a missed opportunity, more than 10 is considered spam. Choose a combination of specific hashtags and hashtags with many followers
✪ Tags can help you get more views when the tagged people do engage with your content. if you tag the wrong people (those who do not respond or remove the tag), LinkedIn will punish you with less reach. Bye bye tag abuse for your own purposes!
✪ Thanks to dwell time, the type of posts where people need more time to consume your content are performing very well, like "native video" or sharing "documents". But also external links are getting slightly better statistics compared to 2019
✪ Timing is everything (get up early), make sure you are getting engagement in the first 2 hours and will be able to respond in the first 24 hours after posting
✪ External links (to your own website) score better than last year. Nevertheless, we do not recommend hiding the link in the first comment. Ad your post immediately after posting or be brave enough to just put it in the original post
✪ a "Like" is nice (regardless of which icon you choose) a "Share" is a waste of time (but we will provide you with a hack), a "Comment" is the only way to immediate results.
✪ Native video, between 30 seconds and 1 minute, in square format and with subtitles perform the best. Vimeo is an option as well, avoid YouTube and make sure your video is never longer than 3 minutes.
✪ More conclusions or tips? Just look at the Slideshare in this post, subscribe to my Newsletter or send me a connection request!
This research was done with the help of the Open University, SproutSocial, Shield and some other specific market research tools. More than 4.500 posts were analyzed, every 15 minutes (compared to 3.000 in 2019). The conclusions in this report are not absolute and are therefore freely interpretable. We admit that apart from the elements examined, several other factors play a role in the success of a post.
However based on research in 2019, that was downloaded more than 12.000 times, many of realised an increase in both engagement (6x more) and conversion (up to + 120%).
Research from Richard Van Der Blom