LinkedIn’s algorithm is changing and Richard Van der Blom is on top of it. 

Richard is a consultant who does some of the best research on  LinkedIn trends. He  just dropped highlights from his next report.

My number 1 takeaway: Storytelling wins! He said content with an “emotional conclusion” sees 55% more readership.

Also, graphics that provide a structure – such as bullets or numbered lists — outperform “static posts” by 35%.

Vertical video content and posts that have a clear “call to action” are gaining traction. 

Meanwhile, the algorithm is punishing promotional posts – even those that aren’t nakedly promotional – and AI generated comments. 

One big takeaway for readers and lurkers: comments count for much more than likes! And comments with buzzwords or industry jargon do better, perhaps suggesting insider knowledge. 

So, if you want to support me and your favorite creators and guide the algorithm to steer you more of the content you like, perhaps take the extra step to add a thoughtful note. 

There is a hard-to-resist desire among people that post to chase clicks. Richard reminds us that this is generally a bad idea. That gimmicks don’t work. At least not over the long term. 

It’s better to focus on connections than clicks. 

He noted: “If you are looking for fake results. Vanity metrics and ego boosts. Without giving it your best shot. There are so many options nowadays. If you really want to grow your business. Go for conversion instead of going viral.”

I couldn’t agree more. What and where and how you write online depends on your goals.

Understanding the algorithm is good. Writing explicitly for it can be bad. 

I ghostwrite for CEOs and I remind them that romance novels sell better than biographies. But if the goal is to reach a serious audience as a thought leader, you should stick to writing your memoir. 

Key highlights from Richard’s post: 

–Engagement has fallen 10% since March 2023

–Comments help reach and matter more than likes.

–Promotional content is increasingly penalized 

–Views of vertical videos are surging, up 165% YOY 

–Tuesday, Thursday, and Saturday posts get the most engagement.