LinkedIn Algorithm in 2024: Evergreen Content vs. Clickbait
Ever feel like algorithms are shrouded in mystery? Like you're told "it's complicated" when you simply want to understand how to be seen on platforms like LinkedIn? We've all been there. But fret no more, because today we're peeling back the curtain and delving into the latest updates to Linkedin's content distribution algorithm. While yes algorithms are complicated and ever-changing we can still talk about it in digestible ways.
A Shift Towards Value and Evergreen Content:
What is Evergreen content? Evergreen content refers to information that stays fresh and interesting for longer- topics people are always searching for, not just passing trends. Think of it as evergreen trees: always valuable, regardless of the season.
“Let’s say you went to LinkedIn and posted a detailed lesson about beverage marketing. Typically, that post would disappear from people’s feeds within a few days or more. Now LinkedIn is thinking differently. It might identify your post as uniquely useful - and whenever other users show an interest in beverage marketing, it might display your post in their feed as a special “suggested post.” This means your content could actively live on for months or even years, reaching a hyper-targeted audience.” (SocialMediaToday, 2024)
Meaning: We need to create well-crafted posts with a longer shelf life. Imagine a detailed guide to real estate investment strategies, answering questions people always ask that aren’t necessarily confined to a specific space and time. Under the new algorithm, this post could live on for months or even years, resurfacing whenever someone shows interest in the topic. This is your chance to establish yourself as a thought leader by sharing unique insights people won't find elsewhere.
Moving Away from Clickbait: As a user, I'm thrilled by this shift. Clickbait fatigue and the constant feeling of being "sold to" on social media have created an oversaturated market, straying far from the platforms' original purpose of genuine connection and information sharing.
Have you ever encountered posts on your social media feed that uses catchy headlines followed by the need to click "read more" to see the full content? Or perhaps come across posts with excessive line spacing? While the intention may not be to deceive the algorithm or to create clickbait, but rather for the sake of easy consumption, LinkedIn does not perceive it in this manner.
To expand, LinkedIn is actively discouraging clickbait tactics. In the past, they mistakenly considered "read more" clicks as valuable engagement, but they've since recognized that this doesn't reflect genuine reader interest. This is fantastic news, especially for real estate agents! Now, you can focus on crafting clear, concise, and informative content that truly resonates with your target audience, whether it's families searching for their dream home or investors seeking lucrative opportunities.
“As soon as we realized what people were doing, and that we had incorrectly attributed the ‘read more’ button as a signal that people were getting some value out of [a post], we just stopped using that as a signal.” (SocialMediaToday, 2024)
How Does This Benefit Realtors?
As a real estate agent, you have a distinct niche and a well-defined target audience. By tailoring your content to their specific needs and interests, you can thrive on LinkedIn. Remember, authenticity and value are key to standing out in the ever-evolving social media landscape.
So, ditch the clickbait and embrace the power of evergreen, valuable content. By demonstrating your expertise and connecting with your audience on a deeper level, you can unlock the true potential of LinkedIn and attract the right clients.
If you want to talk further about how this is achieved contact us at trista@ftlom.ca
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