REVEALED: The latest LinkedIn® Algorithm updates 1 of 6

Hi!

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

The findings show dramatic changes in how LinkedIn®'s algorithm values different content types, with some traditional approaches seeing steep declines while newer formats gain prominence.

Let's turn these insights into impact.

Key Business Impact:

1. LinkedIn® is shifting toward more dynamic, visual content

2. Short-form video is becoming increasingly important

3. The gap between different content types is narrowing

4. Quality and structure matter more than ever

Table of Contents

• Let's turn these insights into impact.

  • TYPE OF CONTENT: Document/Carousel Posts

  • TYPE OF CONTENT: Video Content

  • TYPE OF CONTENT: Image Posts

  • TYPE OF CONTENT: Text Posts

  • SUMMARY: High-Performing Content Characteristics

  • SUMMARY: Content Mix Strategy

  • SUMMARY: Testing and Optimisation Framework

TYPE OF CONTENT: Document/Carousel Posts

DATA SAYS:

- Significant 43% drop in reach from March 2023 to March 2024

- Best performance now comes from:

* 6-12 slides

* Less than 50 words per slide

* Educational content

* Note: LinkedIn® tracks "consumption rate" - shorter posts perform better

RECOMMENDATIONS:

• Restructure existing long-form documents into shorter, more focused pieces

• Target 6-12 slides maximum

• Keep text under 50 words per slide

• Focus on educational content

• Include clear visual elements

• Consider breaking longer presentations into series

• Monitor "consumption rate" - aim for viewers to see all slides

EXAMPLE TEMPLATE

1. Cover Slide: Bold headline, clear value proposition

2. Overview Slide: What they'll learn

3. Main Content Slides (3-8 slides): One key point per slide

4. Action Slide: Clear next step

5. Bio Slide: Your expertise/contact

TYPE OF CONTENT: Video Content

DATA SAYS:

- Overall 25% increase in reach during 2024

- Short-form, TikTok-style videos driving all growth

- Traditional horizontal/longer videos actually declined 5%

- Most stable content format currently

RECOMMENDATIONS:

1. Video Content Strategy (Highest Growth Area)

• Focus on creating short-form, vertical videos in TikTok-style format

• Don't invest heavily in traditional horizontal/long-form video content

• Remember that while reach is up 25%, engagement isn't matching that growth - focus on making the content engaging, not just viewable

• Consider converting some traditional content types (like how-to guides or tips) into short video formats

EXAMPLE IDEAS:

• Educational Quick Tips:

o "3 Excel Shortcuts Every Manager Needs"

o Film vertically, 30-60 seconds

o Structure: Hook ("Save 1 hour every week with these shortcuts") → Demonstration → Call to Action

o Add captions for accessibility and silent viewing

TYPE OF CONTENT: Image Posts

DATA SAYS:

- Remained relatively stable through 2023

- Saw rise in April 2024

- Best performance from:

* Infographics, relevant selfies, flowcharts

* 3-5 multiple pictures optimal

* 900-1,500 characters of text

RECOMMENDATIONS:

• Use multiple images (3-5 is optimal)

• Focus on these high-performing formats:

• Infographics

• Relevant selfies (professional context)

• Flowcharts

• Aim for 900-1,500 characters in accompanying text

• Consider converting some text-only posts to image-based content

EXAMPLE

Image 1: Complex process diagram labelled "Before"
Image 2: Streamlined process labelled "After"
Image 3: Key metrics/results

Caption: "We simplified our customer onboarding process from 12 steps to 5.
Result: 40% faster onboarding and 25% higher customer satisfaction.
Here's how we did it:
1. Mapped current process
2. Identified bottlenecks
3. Automated manual steps
4. Tested with real users
5. Rolled out gradually
What process do you need to simplify?

TYPE OF CONTENT: Text Posts

DATA SAYS:

- 35% drop in reach

- 22% decline in engagement

- Optimal format now:

* 12-20 lines

* 600-1,200 characters (significantly shorter than before)

* Strong opening hooks

RECOMMENDATIONS:

Keep posts shorter than before (600-1,200 characters)

Structure content into 12-20 lines

Craft strong opening hooks to encourage "see more" clicks

Use more sophisticated language (higher readability score) if targeting top performance

Break up text visually with line breaks and spacing

EXAMPLE:

🚀 Just had a breakthrough moment with our team...
We've been struggling with meeting productivity for months.
Today we tried something different:
→ 25-minute time limit → No devices allowed → Standing room only → One clear decision required
Result: Meetings that used to take an hour now wrap up in 20 minutes.
Team energy is up
📈 Decision quality improved
💪 Follow-up actions clearer
✅ Simple change, massive impact.
What's your best meeting productivity hack?

SUMMARY: High-Performing Content Characteristics

DATA SAYS:

- Top 5% of posts tend to be:

* Longer (1000-1500 characters vs 700-1000 for average)

* More structured (20-24 sentences vs 12-16 for average)

* Slightly more complex readability

* Using fewer hashtags and mentions than average posts

RECOMMENDATIONS:

Write longer, more detailed content (1000-1500 characters)

Structure posts with 20-24 sentences

Don’t use hashtags

Reduce @ mentions (1.2 vs 1.8)

Focus on readability scores between 4-7 (slightly more complex than average)

SUMMARY: Content Mix Strategy

• Develop a balanced content calendar with:

o 40% video content (prioritizing short-form)

o 30% image/infographic content

o 20% document/carousel posts

o 10% text-only posts

• Test and measure performance across different content types

• Maintain consistent posting schedule

• Monitor consumption metrics, not just reach

EXAMPLE: 

Monday: Video tip
Tuesday: Image carousel (educational)
Wednesday: Engage with network
Thursday: Share industry insight (text)
Friday: Document/carousel success story

SUMMARY: Testing and Optimisation Framework

• Track reach metrics for each content type

• Monitor engagement rates separately from reach

• Test different content lengths within the optimal ranges

• A/B test hooks and opening lines

• Measure slide consumption rates on documents

The landscape of LinkedIn content is evolving rapidly. Just Connected’s research clearly shows that success on the platform now demands a more sophisticated, data-driven approach. The days of posting random updates and hoping for the best are over.

Today's winning strategy requires:

- A shift toward dynamic, visual content

- Mastery of short-form video

- Strategic content structuring

- Careful attention to format-specific best practices

- Consistent testing and optimisation

But understanding the data is just the first step. The real challenge lies in implementing these insights effectively within your own content strategy.

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Best wishes

Esther