Summary: LinkedIn is prioritizing content based on value, not timing. This gives older posts new visibility, extending the life of your content and ads. For business owners, it’s a smart time to revisit your strategy, focus on evergreen content, and tap into LinkedIn’s powerful B2B ad targeting tools. Need support? Expresso Company is here to help you grow.
Are your LinkedIn feeds starting to feel a little… outdated?
You’re not imagining it. Business owners across the platform are noticing a wave of older posts dominating their timelines.
But here’s the twist, this shift isn’t a glitch. It’s a strategic update that could actually help boost your content’s visibility and maximize your B2B ad performance.
As a business owner, staying informed about LinkedIn’s latest algorithm updates is crucial.
Recently, LinkedIn has made a significant change. Older posts, some dating back weeks, are now resurfacing prominently in user feeds.
Here’s what this means for your digital marketing strategy and how it can enhance your LinkedIn Ads dominance for B2B campaigns.
Why LinkedIn Is Showing Older Posts
LinkedIn’s algorithm shift aims to prioritize content based on relevance rather than just recency.
According to Business Insider, the platform is experimenting with displaying older posts that still carry significant professional value.
These include career milestones, industry insights, or posts with high engagement.
Understanding LinkedIn’s Algorithm Change
LinkedIn confirmed that this change is intentional. The focus is on delivering meaningful professional content that users might have missed.
This strategy encourages ongoing engagement. It prompts users to interact with posts that have demonstrated long-term relevance or popularity.
What Does This Mean for Business Owners?
This update offers new opportunities for businesses utilizing LinkedIn for B2B marketing.
If you’re investing in LinkedIn Ads, here’s how you can leverage this algorithm shift.
Boosting Content Longevity
Your LinkedIn Ads and organic content now have a longer lifespan.
Crafting evergreen content that remains relevant over time can now deliver significantly higher returns.
The algorithm continues to resurface posts based on quality and engagement.
Improved Targeting and Engagement
Since LinkedIn is prioritizing valuable content, investing in targeted, high-quality content can greatly enhance your visibility.
Use advanced targeting hacks like precise audience segmentation, interest targeting, and retargeting strategies to maximize your B2B ad performance.
Strategies to Adapt Your LinkedIn Content
To take advantage of LinkedIn’s algorithm update, consider the following approaches:
- Evergreen Posts: Create content with long-term relevance such as how-to guides, case studies, and industry best practices.
- Consistent Engagement: Encourage comments, reactions, and shares to boost post visibility and likelihood of resurfacing.
- Content Refreshes: Periodically update and repost evergreen content to maintain relevance.
LinkedIn Ads Dominance for B2B: Targeting Hacks That Scale
LinkedIn’s targeting options are powerful for B2B.
Now that older content has a longer shelf-life, your targeted ads gain increased exposure.
Implement these targeting strategies:
- Account-Based Marketing (ABM): Target specific companies or roles within industries.
- Audience Expansion: Let LinkedIn suggest similar audiences based on initial targeting criteria.
- Matched Audiences: Leverage LinkedIn’s retargeting and lookalike audience features.
FAQs about LinkedIn’s Algorithm Update
1. Why is LinkedIn showing older posts?
LinkedIn has made this shift to improve user experience by ensuring that important content doesn’t go unnoticed.
Instead of favoring only the most recent updates, the platform now highlights posts that have demonstrated long-term value.
These may include professional milestones, insightful commentary, or posts that generated meaningful discussions.
This can happen even if the content was shared days or weeks ago.
2. How can I control what posts I see?
If you prefer to see only the most recent updates, you can adjust your feed settings.
Go to Settings → Preferred feed view → Most recent to switch from the default relevance-based view to a chronological feed.
3. Does this affect LinkedIn Ads?
Yes, although the effect is indirect.
With more focus on engagement and quality, LinkedIn Ads that are well-targeted and deliver value are likely to remain visible for longer periods.
This algorithm update gives well-performing ads more time in front of your audience. It can also improve overall campaign performance and ROI.
4. How often should I post on LinkedIn?
Posting regularly helps maintain visibility and authority. Aim for 2 to 3 high-quality posts per week.
Focus on sharing valuable insights, real experiences, or educational content that aligns with your business goals and audience interests.
Leverage LinkedIn’s Latest Algorithm Change
LinkedIn’s algorithm update presents an excellent opportunity for businesses aiming to dominate B2B digital marketing.
By strategically crafting evergreen and high-engagement content and employing precise LinkedIn Ads targeting, you can effectively turn this algorithm shift to your advantage.
This will help scale your visibility and lead-generation efforts.
Ready to Make the Most of This Change?
If you’re a business owner ready to amplify your LinkedIn strategy, the team at Expresso Company is here to help.
We understand the nuances of this algorithm update and can craft a plan that aligns with your goals.
Reach out to us today to explore tailored digital marketing solutions. We make every post and ad count.