When ranking content in the LinkedIn feed, dwell time will now be taken into account.
The algorithm that ranks material in LinkedIn’s feed is being updated to take into account the number of time users spent on each message.
LinkedIn reveals the inner workings of the algorithm in a blog post, including a thorough breakdown of how content is ranked.
How LinkedIn Content Ranking
When a user logs into LinkedIn, they can see tens of thousands of “candidate” posts in their feed.
Those positions go through a nominee generation layer for the first time.
At this point, LinkedIn uses a simple ranking algorithm to find the best candidates.
Based on a variety of variables, LinkedIn decides how to rate the top candidates in each user’s feed.
Actions that Go Viral
These three types of participation are known as “viral actions”:
Upstream and downstream network effects may occur as a result of viral actions.
For eg, re-sharing a post would have a downstream impact. That ensures the person who re-shared the post’s links can see it as well.
On the other hand, commenting on a post has an upstream impact. That means it will appear higher in the feeds of users who are linked to the author of the message.
LinkedIn’s algorithm evaluates the probability of user interaction, as well as possible upstream and downstream consequences, for each nominee message.
Why Is Dwell Time Important?
An algorithm that is based on predicting click- and viral-related amounts has flaws.
Clicks and viral acts, for example, are uncommon, particularly among passive feed consumers.
Another constraint is the binary existence of clicks and viral behaviour, which means they can either be performed or not.
The LinkedIn algorithm tracks when a person took action, but not how long they stayed with a piece of content after doing so.
They may have gone back to the main feed after clicking on a message.
What is Dwell Time, exactly?
According to LinkedIn, dwell time is described as follows:
“Each change displayed on the feed produces two forms of dwell time at a high level. The first is dwell time “on the feed,” which begins when a member scrolls through their feed and sees at least half of a feed update.
Second, there’s “after the click” dwell period, which refers to the amount of time spent on content after clicking on an update in the feed.”
Via a series of experiments, LinkedIn’s engineers discovered that dwell time is a reliable measure of whether or not a person is willing to connect with a message.
In LinkedIn’s Algorithm, Dwell Time
LinkedIn users are more likely to spend more time watching updates from which they intend to take a viral action.
Knowing this, LinkedIn’s feed algorithm incorporates dwell time to maximize the chance of users seeing content they’ll interact with.
For advertisers, this involves creating LinkedIn posts that not only attract but also keep people’s interest for an extended time.
LinkedIn isn’t the first social media platform to incorporate dwell time into the algorithm; Facebook still does so.
The most popular posts in the future will not necessarily be the ones with the most views, tweets, and shares.
If people aren’t spending time enjoying the material they engage with, those signals won’t be as effective.