LinkedIn now has over 364 million registered members, and that number is climbing. 15 million of the total number of LinkedIn members have access to Publisher, which allows members in addition to influencers to publish long-form posts about their expertise and interest to Pulse, LinkedIn’s live blog feed, that appears on individual’s news feeds.
From the very beginning, when LinkedIn decided to role out the publishing platform to all members, the most frequently asked question is:
“How do I feature on LinkedIn Pulse?”
LinkedIn are very much a closed book, with regards to sharing information about how they select posts featured on Pulse. They’re willing to tell us that you can be featured as an influencer or as an Editor’s pick as a result of being chosen by an impenetrable and mysterious algorithm that auto selects member posts to feature on the Pulse Channel.
Research in to what makes the algorithm work has been carried out by several data scientists and we’ve reviewed their findings to give you the inside track and start to make LinkedIn work for you.
To give you the background most data scientists have been measuring certain factors in order to understand the formula and heighten your post’s visibility on LinkedIn:
- Titles, their keyword content and length
- Base metrics, connections between post length, days active, views, shares and comments
- Subscriber activity, measuring how active subscribers were in a given channel in terms of the base metrics
- Audience activity, how engaged are the audiences in relations to the base metric on specific posts
- Word correlation, is there a link between word count and the base metrics
- Daily performance, measuring base metrics daily to understand any patterns related to activity over time
- Weekday analysis, measure links between weekday publishing and their relative success
- Keyword analysis, how does Pulse’s algorithm use keywords to classify posts
The consensus from a collection of data scientists found that LinkedIn’s algorithm, is not as complex as you would think and success relies heavily on audience interaction. Any LinkedIn author can identify the base metrics of views, likes and comments. But then LinkedIn has the final say when determining the potential popularity of a post. The two metrics which LinkedIn use to help push up the popularity and are what data scientist like to call “velocity” and “fame.”
Data scientists have found Velocity to be a key trigger for Pulse to recognise a post’s potential for rankings. A common misconception is that a certain number of views will get your post on to pulse. A large number of people viewing your post does not mean they have read it, they could have skim read or literally just bounced off online project work.
How do you make your post popular? A post will pick up velocity if there is a balanced between likes and shares. There may be other factors that come into play, which data scientist have yet to find formal evidence. But one thing is for sure, LinkedIn measures in term of ration rather than quantity. Meaning there is a fairer chance for posts with smaller views to be featured on Pulse. Popularity all depends on audience interaction. Having a big audience is great but you need to drive engagement to drive likes and shares.
According to LinkedIn engineers the publishing platform selects posts based on relevance, freshness and diversity. Research has found that relevance relates to how a post aligns with a channel, freshness is directly related to the amount of time the post has been published and finally diversity is a natural result of selecting posts from members as a result of velocity.
Also data scientists’ research has found that a post become a ‘top post’ not only because of views and likes but because they are relative to other posts in that channel (LinkedIn’s system for ordering topics and theme of posts) and the post must have a comparison to another posts in that channel. Which is another hidden metric is at play and that is Fame.
Fame is key to how LinkedIn decides what makes a Top Post and a Latest Post. Ideally you would like your post to be featured as a Top Post, as it will receive maximum exposure. LinkedIn compares the ratio of the base metrics of a post in a specific channel to determine what makes a Top Post. This means that if you have stronger base metric ratio you’re more likely to appear as a Top Post.
So what should you do? It’s good to understand the science behind the LinkedIn publishing, but there are many other factors to consider to get your post on Pulse and your profile boosted.
- Target your post for a specific channel, write theme or topic specific
- Create likeable, shareable content that your audience want to interactive with
- Engage your audience, converse, collaborate and communicate
Speak to our online marketing specialists about implementing a content marketing strategy that’ll get LinkedIn work for your business – call us on 01423 313237.