Use LinkedIn’s Algorithm Changes to Expand the Reach of Your Content

If boosting engagement with your firm’s LinkedIn content is on your to-do list, you’re in a luck. We have the scoop on changes LinkedIn has made to its algorithm in recent months that give users more opportunities to reach targeted audiences. Here are some key changes that can help you get the most from the platform and bolster your firm’s overall content strategy.

Suggested posts

The platform’s new method of distributing content is via suggested posts, which prioritize useful “knowledge and advice” over timeliness and whether a post goes viral. This shift means your top posts may appear in people’s feeds for months or even longer.

The key is to focus on content that educates. Writing posts that showcase your firm’s expertise and knowledge of specific, niche topics will help surface your firm’s content for more targeted audiences, regardless of when you created the posts.

Meaningful comments

Previous LinkedIn algorithms amplified posts with loads of comments. Now, the platform ignores frivolous comments — “Totally agree!” — and looks at whether comments actually relate to a post’s content.

It’s a helpful incentive for sharing meaningful comments — and a good excuse for reminding your firm’s lawyers to be active on the platform. Even if they’re not posting their own content, sharing thoughtful comments with their perspective on others’ posts helps build trust and strengthen the firm’s brand.

Newsletters

The newsletter feature isn’t new, but it has improved quite a bit. While not as robust as platforms like Substack, it’s an easy way to modernize if your firm still has a traditional e-newsletter.

You can create a newsletter for your firm’s LinkedIn company page and invite all your firm’s connections and followers to subscribe. Similar to email marketing, newsletters are effective tools for emphasizing the firm’s brand and values while extending the reach of your content.

Thought leadership ads

The features we’ve highlighted so far are freebies, but you can also spend money — of course! — to boost someone else’s post on your firm’s company page. Ads can be helpful, for example, when a client thanks your firm for a win or a when lawyers earn accolades.

Bottom line: Take time to revisit your LinkedIn content strategy and make the most of the platform’s algorithm changes. The changes can help you amplify your firm’s content and show attorneys how to get the most out of their personal accounts while also supporting the firm.