Is Your LinkedIn Strategy Stuck in 2023?
If you’re reading this, it’s probably because your LinkedIn game has gone a little stale, and you know it. So, let’s cut to the chase and say it how it is, if you’re rolling out the same tired strategy you used in 2023, hoping for different results, it’s time for a wake-up call. LinkedIn has become more than a place to add the odd company graphic, it’s a powerhouse for building influence, amplifying personal brands, and driving real engagement. And if you’re not seeing results, that’s on you, not LinkedIn.
The days of firing off a half-hearted post and calling it “content strategy” are over. Today, your audience expects value, and if you’re not delivering, your content is just clutter. LinkedIn is evolving, with shifts in user behavior, algorithmic changes, and a push for fresh, engaging content that actually sparks conversation. It’s time for a LinkedIn Content Refresh—and I’m not talking about a quick polish but a serious strategy shakeup. Here’s why your 2024 strategy needs a makeover and how to do it right.
Why LinkedIn Needs to Be at the Heart of Your Strategy
Let’s stop pretending LinkedIn is just some recruitment platform. It’s where professionals come to build their influence, grow networks, and showcase expertise. Today, it’s a thriving community, and if you’re still treating it like a static job board, you’re missing the point—and the potential.
LinkedIn’s algorithm is ready to reward those who get it, who know how to generate engagement and spark interest rather than feed the endless scroll with bland updates. And with over 900 million users and counting, the opportunities are staggering. But to stand out, you can’t just show up, you’ve got to show up right. Here’s how to make LinkedIn’s algorithm work for you in 2024.
1. Embrace New Formats: Video and Carousel Posts Are King
Why Video Content Rules the Feed
LinkedIn’s doubling down on video content, and if you haven’t realized this yet, you’re already behind. Here’s the hard truth: video is no longer optional. Video content pulls 20% more engagement than static posts, and LinkedIn’s investment in vertical video and TikTok-inspired feeds only makes it clearer that this is where the platform’s going.
How to Refresh Your Video Content for 2024
If you’re still camera-shy, it’s time to get over it. Post at least one video a week, even if it’s a quick insight, a behind-the-scenes look, or a quick industry tip. I get it, it feels raw and even risky to put yourself out there, but that’s the point—people want to see the real you. If you’re just reposting polished updates, your audience will scroll on by.
Carousel Posts: A LinkedIn Staple
Carousels let you tell a story, and they’re the unsung hero of LinkedIn content. Want to explain a process, share data insights, or create a quick guide? Carousels make people stop and engage, which is exactly what the algorithm loves.
2. Engagement Overviews: Balancing Impressions with Interaction
Shift from Viewing Impressions as a Vanity Metric to a Valuable Tool
It’s time to rethink impressions because yes, they do matter. Views might not always look like direct engagement, but they’re the first critical step in building awareness. Impressions expand your reach, get your face in front of the right people, and create that vital visibility your content needs to convert to leads over time. Not everyone who inquires or eventually becomes a lead will engage with a pos, but they’re still paying attention.
How to Leverage Impressions While Sparking Engagement in 2024
- Start with attention-grabbing statements: Remember, the broader your reach, the higher your chances of securing meaningful engagement. Bold, thought-provoking openers draw the eye and hold it, boosting impressions that convert to engagement later.
- Use video to stand out: Video doesn’t just grab attention; it holds it. In a sea of text posts, video makes an instant impact and is prioritised by LinkedIn’s algorithm. Share insights, give quick industry updates, or pose a question on video to spark a more authentic connection.
- Stay active in the conversation: Don’t just post and ghost. When you’re consistently engaging back with people, your post stays in circulation longer, maximising impressions and showing followers that you’re genuinely active in the space.
3. Personal Branding: Authenticity Is Your Edge
LinkedIn Isn’t Corporate; It’s Personal
Let’s be clear: LinkedIn isn’t your business website. If you’re still talking in corporate speak, your posts are going to land flat. People are done with polished, faceless brands. LinkedIn is about authentic connections, people want to see you, not your logo.
How to Build Personal Brand Authenticity on LinkedIn
- Demonstrate Your Expertise: Share insights about your skills and processes, don’t just flaunt your achievements. Show how you’ve navigated challenges, solved problems, and grown through experiences. That’s what makes people care. The glossy version isn’t nearly as engaging or relatable as a real, behind-the-scenes look at your journey.
- Use Video to Showcase Your Brand: Video is the most powerful medium for conveying your message and demonstrating your expertise. Whether it’s sharing a quick tip, explaining a process, or discussing a recent achievement, video allows you to present your personality and skills authentically. It humanises your brand and connects with your audience on a deeper level. Don’t settle for low-quality visuals; invest in high-quality video that aligns with your brand style. LinkedIn users expect more, and you should deliver it.
4. Refined Targeting: Speaking Directly to Your Ideal Audience
Why Audience-Specific Content Outperforms Broad Messaging
If you’re trying to talk to everyone, no one’s listening. One of the biggest mistakes I see is people trying to please a broad audience, afraid to niche down. Let me tell you, LinkedIn rewards those who are clear about their audience.
How to Refresh Your Targeting on LinkedIn
- Define Your Niche: Get specific. If you’re vague about who you’re speaking to, LinkedIn’s algorithm is too. Talk to your ideal client, and don’t worry about the rest.
- Tailor Your Language: Speak their language, use industry lingo and address specific challenges that only your ideal audience gets. That’s what will make your content shareable within their circles. But do remember that typically when writing you should aim for a reading age of 12-15.
- Highlight Industry Trends: Don’t just regurgitate generic advice, tie it to trends and insights specific to your audience. Relevance is what gets you noticed.
5. Optimise for the LinkedIn Algorithm: Make Every Post Count
Understand What LinkedIn’s Algorithm Values
LinkedIn’s algorithm has no patience for lazy content. It values early engagement, quality interactions, and posts that keep people on the platform. Timing, frequency, and content quality aren’t optional, they’re essential.
Tactics for Algorithm-Friendly Posting
- Use Keywords and Hashtags: Think of keywords and hashtags like SEO on LinkedIn (though the use of hastags is changing). At the moment pick around three solid, industry-relevant hashtags that will give your post visibility where it matters.
- Post When Your Audience Is Active: LinkedIn sees a spike in activity during weekday mornings, but everyone will have their own ‘best time’. Experiment, but if you’re posting at 9 PM on a Friday, don’t wonder why no one’s interacting.
- Experiment with Post Types and Lengths: Short posts work, but so do well-crafted, longer posts if they keep people engaged. Test it out, see what resonates, and keep your posts varied to appeal to different audience segments.
6. Focus on Analytics: Know What’s Working and What’s Not
Why Analytics Should Be Your North Star
If you’re not analysing what’s working and what’s not, you’re guessing. LinkedIn’s analytics give you a goldmine of information about what’s resonating with your audience, and if you’re not using it, you’re wasting time.
Key Metrics to Track in 2024
- Engagement Rate: Not just likes and shares but actual conversations. This shows you how compelling your content really is.
- Follower Demographics: Are you speaking to the right people? Track your demographics and adjust accordingly.
- CTR on Shared Links: If you’re directing people to another page, your click-through rate (CTR) tells you if your content’s doing its job.
Analytics-Driven Content Adjustments
Don’t be afraid to pivot. Drop what’s not working, double down on what is, and keep testing. The data doesn’t lie, and it’s there to show you where to focus your energy.
Conclusion: Don’t Let Your LinkedIn Strategy Fall Behind
It’s simple: if you want to stand out on LinkedIn in 2024, it’s time for a LinkedIn Content Refresh. Throw out the old playbook and adapt. Use video, get personal, engage meaningfully, and let your analytics steer the way. If you’re showing up with the same approach from last year, your competition is going to leave you in the dust.
LinkedIn is primed for those who understand it and aren’t afraid to evolve with it. The days of passive posting are over. To thrive, you’ve got to put in the work, push your content strategy further, and create posts that people want to stop, read, and engage with. This is your year to position yourself as a thought leader, and a LinkedIn Content Refresh is your first step.
