I’ve been asked this question a lot lately: “Does LinkedIn Premium help increase the reach of your posts?” If you’ve been wondering the same thing, you’re in the right place. Let’s break down what LinkedIn Premium does—and doesn’t do—when it comes to getting your content seen.

Understanding LinkedIn’s Algorithm

To understand how LinkedIn distributes content, it’s essential to get a grasp on how the platform’s algorithm works. The LinkedIn algorithm is designed to prioritize content that is most likely to be relevant and engaging to each user. It considers several factors, including:

• Engagement: Posts that receive early engagement (likes, comments, shares) are more likely to be shown to a wider audience. This is LinkedIn’s way of ensuring that content that resonates with people gets more visibility.
• Relevance: The algorithm looks at your connections and interests to determine which posts are most relevant to you. If your content aligns with the interests of your network, it’s more likely to appear in their feeds.
• Content Type: LinkedIn tends to favor certain types of content over others. For example, video posts often perform well because they are more engaging. However, text posts with strong, thoughtful commentary or a compelling story can also do very well.
• Consistency: Regular posting helps keep you top of mind with your audience and can gradually increase your reach. LinkedIn rewards consistent contributors by giving their posts more visibility.

Now, let’s address the big question: Where does LinkedIn Premium fit into this?

The Role of LinkedIn Premium

LinkedIn Premium offers several benefits that can enhance your overall LinkedIn experience. These include:

• InMail Messaging: With Premium, you can send messages directly to people you’re not connected with, which can be incredibly valuable for networking.
• Advanced Search Filters: Premium allows you to fine-tune your searches to find specific people or companies, making it easier to connect with the right audience.
• Profile Views Insights: You can see who’s viewed your profile in the past 90 days, giving you a better understanding of who’s interested in your content.
• Learning and Insights: Premium gives you access to LinkedIn Learning courses and additional insights about companies and job postings.

But here’s the thing: while these features are undoubtedly useful for networking, job hunting, or business development, they don’t directly impact the reach of your posts.

What Really Influences Your Post Reach?

So if LinkedIn Premium doesn’t boost your post reach, what does? Here’s where the magic happens:

1. Content Quality: The most critical factor in determining how far your post will go is the quality of the content. Is it something that your audience finds valuable? Does it solve a problem, offer a new perspective, or inspire action? High-quality content that resonates with your audience is more likely to be liked, shared, and commented on, which in turn increases its visibility.
   • Example: Imagine you’re a lawyer specializing in intellectual property law. Instead of just posting a link to an article, you could share a personal story about a recent case (with confidential details removed) and the lessons you learned from it. This not only adds value but also humanizes your brand.
2. Engagement: Early engagement is crucial. When you post something, the first few minutes and hours are critical. If your content starts getting likes, comments and shares quickly, LinkedIn will see it as valuable and push it out to a broader audience.
   • Tip: Encourage engagement by asking questions, inviting opinions or sparking a debate. The more your audience interacts with your post, the more it will be seen.
3. Timing: When you post can significantly affect how many people see it. Posting during peak times when your audience is most active can help you get more visibility. For many professionals, this might be in the morning or during lunch hours.
   • Tip: Experiment with different posting times to see when your audience is most active. LinkedIn analytics can help you track this over time.
4. Relevance: The more relevant your content is to your audience, the better it will perform. Tailoring your posts to address the specific needs, interests and challenges of your network can increase the likelihood that they’ll engage with it.
   • Example: If you’re targeting tech professionals, posting about the latest trends in AI or cybersecurity is more likely to resonate than a general business post.
5. Consistency: Regular posting helps build your presence on LinkedIn. It’s not about spamming your audience with content but rather staying top-of-mind by sharing valuable insights consistently.
   • Tip: Create a content calendar to help you stay organized and ensure you’re posting regularly. This could include a mix of original posts, shared articles, and engagement with others’ content.

Maximizing LinkedIn Premium’s Features

While LinkedIn Premium doesn’t directly boost your post reach, it does offer tools that can help you be more strategic in your networking and content creation, which can indirectly influence your reach. Here’s how you can leverage Premium’s features:

1. Use InMail to Connect with Influencers: InMail allows you to reach out to people you aren’t connected with. Use this feature to connect with industry influencers or thought leaders. Building relationships with these individuals can lead to more engagement on your posts if they start interacting with your content.
2. Leverage Profile Insights: Understanding who’s viewing your profile can give you clues about what content resonates with different segments of your audience. If certain types of professionals are frequently visiting your profile, consider tailoring your content to their interests.
3. Advanced Search for Targeted Content Sharing: Use LinkedIn’s advanced search features to find groups or individuals who might benefit from your content. Once you identify them, you can tag them in relevant posts or share your content directly with them.
4. LinkedIn Learning: Premium members have access to LinkedIn Learning, which is a treasure trove of courses on everything from digital marketing to leadership. Use this resource to upskill yourself and create more informed, authoritative content that your audience will value.

Conclusion: Content Is Still King

At the end of the day, while LinkedIn Premium can provide you with valuable tools to enhance your networking and profile visibility, it’s not the key to increasing the reach of your posts. That’s still determined by the quality, relevance, and engagement of your content.

So, if you’re considering Premium primarily to boost your post reach, it might not be the best investment for that purpose alone. However, if you’re looking to take advantage of other features like InMail, advanced search and learning opportunities, Premium can be a valuable asset.

Remember, the most important thing you can do is focus on creating content that truly resonates with your audience. Whether you’re a Premium member or not, great content will always find its way to the top.

Have any other LinkedIn questions? Feel free to reach out—I’m always happy to help!