With the recent addition of LinkedIn long-form publishing, all LinkedIn users will soon have the potential to reach thousands, if not millions, of viewers. While some LinkedIn users previously applied and then publishing capabilities, in the coming months all users will be granted access to long-form publishing. With such a robust opportunity to expand and enhance one’s personal and professional brand, I wanted to learn more about just how to get in front of the best and largest audience. Below are some tips and tricks to best position a long-form post.
1. What should your post contain?
The intention of LinkedIn is to help users grow their professional networks, so, with that in mind, posts should be professional. LinkedIn suggests sharing such insights as opportunities and or challenges that lead you to where you are today, trends that you foresee in your industry, or any knowledge or expertise you may have in your field.
As for the content of your post, keep it clear and concise, avoiding including many topics in one post. While there is no word-count restrictions, LinkedIn suggests that the best-received posts are ones that are at least three paragraphs or longer and ones that are not overly promotional. LinkedIn does not provide editors, so it is highly suggested that you find someone to edit your post before publishing.
For increased engagement, LinkedIn suggests posting earlier in the workday, as not many people will be reading LinkedIn article at 10 p.m. on the weekend, and including pictures, videos, presentations, or documents to further signify your expertise on the topic. A creative headline always helps too.
2. Where will the post go?
Long-form posts appear on the Posts section of your LinkedIn profile. Regardless of channel assignment, LinkedIn will share posts automatically with your connections and followers. Members not in your network can now follow your long-form posts to receive updates when you publish as well.
It is also important to note that anything you post to your long form is searchable on and off LinkedIn, meaning someone can Google your name and the content will appear.
3. How can I get my post on specific channels?
The variety of channels, and the large number of followers, is a draw for many people to post long-forms. So how exactly is a post assigned to a channel?
LinkedIn uses an algorithm to determine channel assignment, however, not all posts are assigned to a channel. The algorithm looks at the content of the post and not your profile information. LinkedIn reiterates that they “aim to match the right content with right professional, so that every member sees customized professional news and insights that inform and inspire them.”
While LinkedIn claims that a post on a channel does not necessarily mean increased views, it certainly seems that posts have a more limited reach when not assigned to a channel. Essentially, the goal is to get on a channel because it means instant reach to those channel followers in addition to your connections and followers.
We were unable to get specifics as to how exactly the algorithm operates, when it runs, etc., but making sure your content is relevant, high quality and professional will ensure better metrics and a larger reach. According to LinkedIn, this algorithm and process is evolving as the company explores options to find the best way to present content, where to present it, and to whom to present it.
Rest assured, though, that there is still potential for your post to reach those outside of your connections and followers even when there is no channel assignment. This reach can happen through interactions such as likes, comments, and shares, which will distribute your content beyond your immediate network.
Long-form posting is an exciting, new tool that all professionals should utilize. It presents a unique opportunity to continue building your personal and professional brand, share your expertise, and reach a large number of professionals.