LinkedIn is gearing up to introduce new features and algorithm adjustments aimed at assisting users in connecting with more targeted audiences long after their best content has been posted. In a recent interview with company leaders Tim Jurka and Dan Roth, published on Entrepreneur.com, they shed light on these upcoming changes and their implications for boosting engagement on the platform.

One of the major updates LinkedIn is working on is the introduction of a “suggested post” feature. This feature is designed to promote relevant content to specific audiences even months or years after it was initially shared. Tim Jurka emphasized the current issue where content on the newsfeed quickly fades into obscurity, stating, “Right now, content lives and dies on the newsfeed very quickly.” The goal of the suggested posts feature is to ensure that valuable professional knowledge remains accessible whenever users need it, representing a significant algorithmic shift for LinkedIn.

The mechanism behind how LinkedIn will select posts to suggest involves its algorithm identifying content as uniquely valuable, particularly if it addresses insightful niche topics. Subsequently, this content could resurface in the feeds of users who demonstrate an interest in the subject, regardless of whether they already follow the original poster. The objective is to actively match users with relevant content based on their specific needs at any given moment, rather than merely displaying the most recent posts.

Addressing concerns about declining organic reach on the platform since last year’s algorithm changes, LinkedIn executives emphasized that the company’s priority is targeted value over mass reach. They pointed out that organic reach has always been subject to fluctuations on the platform and stressed the importance of meaningful connections over vanity metrics like views or followers.

Furthermore, LinkedIn cautioned users against relying on reports claiming to crack the platform’s algorithm, highlighting the constant evolution of signals. Instead, Dan Roth emphasized the significance of sharing genuinely helpful knowledge as the best strategy for leveraging the platform effectively.

For digital marketers looking to adapt their LinkedIn strategy in light of these algorithm changes, several key takeaways emerge. Firstly, there’s a shift towards prioritizing quality over quantity, with LinkedIn favoring “knowledge and advice” content that remains valuable over time. Marketers are encouraged to focus on producing unique, high-quality insights that provide genuine value to their audience.

Additionally, the importance of engaging with niche professional communities and building strong connections within specific subsets of users is highlighted. Long-form content is identified as particularly effective, given its suitability for LinkedIn’s suggested post and newsletter features.

Marketers are advised to closely monitor audience analytics to discern what content resonates best with their audience and to experiment with various content formats, including newsletters, audio, and live video. LinkedIn’s ongoing exploration of additional features like newsletters and audio signals its transition from a social network to a knowledge-sharing platform for professionals, with the long-term viability of old content through suggested posts playing a significant role in this strategy. Overall, the emphasis is on providing genuine value and insight to niche professional communities, with quality content taking precedence over quantity in the evolving landscape of LinkedIn marketing.