I recently presented on a webinar. I asked the participants what their number 1 frustration was with LinkedIn. An attendee shared with me that they posted consistent content, yet “felt like they were speaking into a void of nothingness.”
As you may be aware, LinkedIn uses algorithms to determine what appears in the members’ feeds.
In May 2020, LinkedIn shared how time distribution spent on the feed has changed how the algorithms rank content, otherwise known as Dwell time.
Dwell time calculates that a user has “stopped the scroll”, is looking at a post, or clicking the “see more”. Each time we see an update, we make a decision, sometimes subconsciously, about whether we’re interested in the content and spend time viewing it or just keep scrolling.
LinkedIn has analyzed members’ dwell time leading to useful insights that can help improve the ranking of our content on the LinkedIn feed.
As explained by LinkedIn:
“At a high level, each update viewed on the feed generates two types of dwell time. First, there is dwell time “on the feed,” which starts measuring when at least half of a feed update is visible as a member scrolls through their feed. Second, there is dwell time “after the click,” which is the time spent on content after clicking on an update in the feed.”
“Clicks are noisy indicators of engagement. For example, a member may click on an article, but quickly closeout, realizing it’s not relevant, and return to the feed within a few seconds. We call these “click bounces”.
“We will continue working to understand members’ dwell time and incorporate our learnings to improve our members’ day-to-day experiences on the feed.”
LinkedIn provides detailed information about dwell time at https://engineering.linkedin.com/blog/2020/understanding-feed-dwell-time
What does Dwell Time mean for you and your business?
- Using an analysis of dwell time could see our LinkedIn feeds, showing us content that we are more likely to read and engage with.
- Making your posts about the information that others want to read and comment on will improve visibility of posting.
- LinkedIn pods and automation tools that are focussed on volume likes may have been rewarded with visibility before. This may no longer be the case.
Kylie Chown is a LinkedIn Coach and Trainer. She was named #2 LinkedIn Expert in Asia Pacific in 2019 as well as a 2019 Finalist in the Best Use of LinkedIn for the Social Media Marketing Institute Awards across two campaigns.
Learn more and register for our upcoming, free LinkedIn Masterclasses by clicking here.