LinkedIn Algorithm Update 2024: What B2B Marketers Need to Know

📅 August 1, 2024📖 5 min read✍️ By Mayur Mistry

LinkedIn's latest algorithm update has changed how content reaches your audience. Here's everything B2B marketers need to know to maintain and improve their organic reach in 2024.

Key Algorithm Changes

✓ Prioritized Content Types

  • • Native video content gets 2x more engagement
  • • Carousel posts with multiple slides perform better
  • • Text-only posts with valuable insights rank higher
  • • Industry-specific content gets better distribution

✗ Deprioritized Content

  • • External link posts see reduced organic reach
  • • Generic motivational content gets less visibility
  • • Overly promotional posts are suppressed
  • • Clickbait headlines trigger algorithm penalties

Engagement Factors That Matter More

LinkedIn's algorithm now weighs certain engagement signals more heavily:

High-Value Signals

  • • Comments (especially from connections)
  • • Shares with personal commentary
  • • Time spent reading/viewing
  • • Profile visits after seeing post

Lower-Value Signals

  • • Likes without additional engagement
  • • Quick scroll-past behavior
  • • Reactions without comments
  • • Generic emoji responses

How to Adapt Your Content Strategy

1. Focus on Native Content

Instead of sharing external links directly, create native LinkedIn content that provides value:

  • • Share key insights from your articles in text posts
  • • Create carousel posts with actionable tips
  • • Use LinkedIn's native video feature for tutorials
  • • Add external links in the first comment

2. Encourage Meaningful Engagement

Design your posts to generate thoughtful comments:

  • • Ask specific questions that require expertise to answer
  • • Share controversial (but professional) opinions
  • • Request feedback on strategies or frameworks
  • • Create polls to spark discussion

3. Optimize Posting Strategy

New best practices for maximum reach:

  • • Post when your audience is most active (typically 8-10 AM)
  • • Engage with comments within the first hour
  • • Use 3-5 relevant hashtags (down from previous recommendations)
  • • Tag relevant people only when it adds value

Your 30-Day Action Plan

Week 1: Content Audit

  • • Review your last 20 posts and identify top performers
  • • Analyze which content types generate most comments
  • • Note any posts with external links and their performance

Week 2: Strategy Adjustment

  • • Create 5 native video posts or carousel content
  • • Test different question formats to drive engagement
  • • Start adding external links in comments instead of posts

Week 3-4: Monitor & Optimize

  • • Track engagement rates on new content format
  • • Double down on content types that perform best
  • • Adjust posting times based on engagement data
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