LinkedIn® Engagement in 2024 - Algorithm update 4 of 6

Hi!

Earlier this week I gave you the background to Just Connected’s latest LinkedIn® algorithm report (if you missed it you can read it here)

This latest research has unveiled dramatic shifts in how the platform rewards engagement. With data spanning personal and company profiles, this research offers unprecedented insights into what truly drives content performance in 2024.

Key Findings That Change Everything

The 80/20 Rule of Viral Content

- Viral posts (top 5%) derive over 80% of their reach from engagement metrics

- Universal reach now accounts for only 12-28% of total post visibility

- Non-English content sees 5-20% lower impressions

Table of Contents

• Key Findings That Change Everything

  • The New Engagement Hierarchy

  • Strategic Implementation Guide

  • Numbered list

  • Numbered list

  • Real-World Application Examples

  • Example 1: Optimal Post Nurturing Timeline

  • Example 2: Strategic Tagging Framework

  • Good Practice:

  • Common Pitfalls to Avoid

  • 1. The Post & Ghost Trap

  • 2. Comment Quality Issues

  • 3. Tag Fatigue

  • Action Plan for Implementation

  • 1. Immediate Actions

  • 2. Weekly Tasks

  • 3. Monthly Review

  • SUMMARY

The New Engagement Hierarchy

The data shows significant changes in engagement weight:

- Comments have decreased in impact

- "Instant Repost" outperforms "Repost with Thoughts"

- Dwell time impact has declined for the third consecutive year

Strategic Implementation Guide

1. The First 4 Hours Are Critical

- 40% of reach occurs in first 4 hours

- 75% within 24 hours

- 95% by 48 hours

2. Optimal Engagement Strategy

Post-Publication Checklist:

1. Engage with 5 other posts immediately after publishing

2. Respond to all comments within 2 hours

3. Add 2-3 thoughtful comments on your own post

4. Use "Instant Repost" for next-day visibility (+80% new viewers)

3. Strategic Tagging Framework

   Response Rate Data:

- Individual mentions: 26% response rate

- Company mentions: 8% response rate

4. Engagement Thresholds

   - Below 33% engagement = Penalty

   - 33-66% engagement = Neutral

   - Above 66% engagement = Algorithm boost

Real-World Application Examples

Example 1: Optimal Post Nurturing Timeline

8:00 AM: Publish post

8:00-8:30 AM: Engage with 5 relevant posts

8:30-10:00 AM: Monitor and respond to comments

10:00 AM: Add value-adding comment to spark discussion

2:00 PM: Final engagement check

Next day 8:00 AM: Consider Instant Repost if no new content planned

Example 2: Strategic Tagging Framework

Good Practice:

- Tag 3 relevant experts with prior engagement history

- Include context for why they're tagged

- Follow up in comments if no response within 2 hours

Poor Practice:

- Mass tagging without context

- Repeatedly tagging same individuals

- Tagging in images without text context

Common Pitfalls to Avoid

1. The Post & Ghost Trap

- Don't abandon your post after publishing

- Monitor and engage consistently in the first 4 hours

2. Comment Quality Issues

- Avoid excessive self-commenting without user interaction

- Focus on generating replies (posts with 50%+ comment replies see 30% more reach)

3. Tag Fatigue

- Diversify your tagged connections

- Ensure relevant context for each tag

- Monitor engagement rates to avoid penalties

Action Plan for Implementation

1. Immediate Actions

- Audit your current engagement rates

- Set up a 4-hour monitoring schedule post-publication

- Create a tagging strategy based on engagement thresholds

2. Weekly Tasks

- Monitor engagement patterns

- Track response rates from tagged connections

- Plan content distribution across time zones

3. Monthly Review

- Analyse which posts reached viral status

- Review tag engagement rates

- Adjust strategy based on performance data

SUMMARY

The data is clear: LinkedIn® engagement success in 2024 requires a strategic, data-driven approach. Start by implementing the 4-hour engagement framework with your next post. Track your results against the benchmarks provided, and adjust your strategy based on performance.

Remember: in today's LinkedIn® landscape, it's not just about what you post it's about how you nurture your content in those crucial first hours.

Are you ready to transform your LinkedIn® engagement?  My new book A to Z: Everything You Need to Know about LinkedIn for Business Owners & Leaders provides a complete framework for turning these insights into action. This book is an essential guide for anyone looking to grow their online presence. I guide you through the best ways to use LinkedIn™ step by step. This book is designed to be used in a non-linear way, to provide a unique, personalised learning experience that adapts to your specific needs and interests.

Don't let your posts become invisible. Let's make your brand stand out.

Pre-order my book today at onlinemediaworks.co.uk

Best wishes

Esther