Why B2B companies ought to embrace LinkedIn’s new algorithm

LinkedIn is quickly becoming the primary social media platform for B2B brands in a world where trust is king. Today, credibility is the goal, as 81% of customers require trust before making a purchase. However, many marketeers and comms professionals wonder if LinkedIn's decision to prioritise knowledge-rich posts over viral content will limit their reach. My perspective is different. This new algorithm, in my opinion, is a gift. Why? Because B2B brands need to reevaluate their strategy and embrace this change because, ultimately, building trust is more important than creating clickbait and chasing attention for a short period of time.

What is going on right now?

LinkedIn's algorithm is changing to favour high-quality content over viral posts. In my 18 years in marketing, I've seen many brands focus on viral hits to get noticed quickly. However, this is not the way to long-term success for B2B focused organisations. The new direction that LinkedIn is taking puts valuable, credible, and informative posts ahead of posts that are just designed to get people's attention. Businesses attempting to establish long-term relationships with decision-makers will find that to be a game-changer.

This change may appear initially restrictive, particularly if you are accustomed to posts with thousands of likes. However, it is essential to remember that virality is not always the goal of B2B marketing. It feels good to be seen by many people, but does it build trust? Brands have a chance to demonstrate their expertise and show they know their industry inside and out with LinkedIn's move to elevate meaningful content based on knowledge.

Why it's a problem

Even though virality can result in quick wins, it doesn't build the trust that B2B brands need to be successful over the long term. It is abundantly clear that a viral post without any substance will not sustain you in the long run, as 60% of consumers are willing to pay more for reputable brands. Trust, in my experience, is earned over time through consistency, openness, and expertise.

Instead of clickbait, B2B buyers are looking for thought leadership. They want to engage with content that assists them in better decision-making or problem-solving. This is where LinkedIn's new algorithm works in our favour, rewarding content that provides real value rather than merely passing attention. This should serve as a wake-up call to all of us to stop just trying to go viral and start creating content that really connects with our audience.

How can we correct it?

So, as B2B brands, how do we adapt to this new environment? By focusing on employee advocacy, data-driven storytelling, and personalising our content to demonstrate authenticity, we can accomplish this. We will be able to thrive in this trust-driven market with the assistance of these tools, which will help us build trust.

Employee advocacy is one of our most potent tools. Look at it: people trust individuals, not faceless businesses. Your brand becomes more relatable and credible when your employees share their personal work experiences and professional insights. Companies with active employee advocacy on LinkedIn not only experience an increase in engagement but also gain advantages such as 1.5 times increase in job applications and a twofold increase in employee retention.

Your brand gains a human touch that corporate pages can rarely match when employees talk about their work. They share the brand's message with their own networks, making it more personal and real. LinkedIn's algorithm favours the content that generates meaningful engagement, and posts from employees typically perform better than posts from traditional businesses. This shift is our chance to let our employees shine and, as a result, earn the trust of potential clients.

Data-driven storytelling

This is another crucial component of the puzzle. Stories aren't enough in B2B comms, they must be supported by data. Here, case studies work extremely well. I've always believed that real-world examples speak louder than words, especially when trying to establish trust. You're halfway there on your way to building trust if you can demonstrate how your product or service has helped real people solve real problems.

Case studies and other knowledge-driven posts are more likely to reach your target audience due to LinkedIn's shift toward putting quality content first. You're not just telling a story by providing transparent data and citing sources, you are demonstrating that you have the knowledge to support it. This level of detail is coveted by decision-makers. It gives them the assurance that they are making well-informed choices that are suitable for both you and your audience.

Finally, in today's B2B world, personalisation and authenticity are essential. Let's face it: in the professional world, 86% of consumers place a high value on authenticity. People don't want messages that are the same for everyone. They want to have the impression that you are speaking directly to them and addressing their particular challenges.

LinkedIn is the best platform for this. You can make content that is very specific to your audience and addresses their requirements directly. LinkedIn lets you communicate in a way that feels authentic and tailored, whether it's a thought leadership piece, a deep dive into industry trends, or even just a personalised message. Furthermore, the more genuine and personal your approach is, the more likely you will establish lasting relationships.

Accept its potential 

Although the changes to LinkedIn's algorithm may appear to be a challenge, they present a chance for B2B brands to establish deeper, more meaningful connections with their target audience. We are now competing not only for likes but also for trust. That is the ultimate prize in today's market.

We can fully utilise LinkedIn's potential by emphasising employee advocacy, embracing data-driven storytelling, and providing personalised content. There is more to this shift than just changing our strategy; It is about adopting a novel strategy for gaining credibility. In a world where trust is the most valuable currency, LinkedIn is positioning itself as the ideal platform for B2B brands to succeed. Is it our intention to make the most of it now?

Charli Edwards is creative director at Cavendish Consulting.