For independent insurance agents who count on networking for referrals to grow their business, LinkedIn is a vital way to generate leads and recruit new staff. Like all social media platforms, LinkedIn uses an algorithm that determines which posts appear in users' feeds, including how far your own post reaches and if it gets featured.

However, the platform's recent and ongoing algorithm changes have led to a shift away from non-relevant promotional content, and now users are scrambling to figure out how to adjust their posts to maximize effectiveness. 

Agents and brokers who take steps to create content that considers LinkedIn's recommendation system can reap some significant benefits for their business. Here are six tips to ramp up your posts to drive engagement and outcomes:

1) Demonstrate expertise and add value. As the platform focuses more on expert knowledge and relevant advice-oriented content, it's time for agents to up their game. Think quality over quantity as you develop and post. Deeply understand your audience and engage them quickly with posts that spark discussions or elicit reactions. The objective is for your content to be selected as a 'suggested post' that resonates with your connections and they interact with and find value in it.

Tip: Consider using LinkedIn polls to set up a unique survey on a topic your connections care about. For example, if you offer auto insurance, a quiz about teen drivers and how to keep them safe is a hot-button topic that moves people to react, share opinions and even discuss in the comments.

2) Embrace diverse content formats and interactive features. Short-form video has reshaped LinkedIn content consumption. A year after LinkedIn began testing a TikTok-like video feed in the app, video views increased 36% year over year, according to LinkedIn. Agents can use this format to deliver concise, impactful messages that resonate with their audience. For instance, agents may share a short video with company updates or the latest on a charitable project they are involved in, fostering a more personal connection with their followers.

Tip: Create vertical videos, which are intended for viewing in portrait mode, with either a phone camera or a laptop camera. Highlight company milestones, share industry insights or provide quick—under 90-seconds—tutorials that showcase expertise or a specific perspective to capture attention and encourage interaction.

3) Prioritize authentic storytelling. If video is king on social media, authentic storytelling is the queen. And LinkedIn has upped the ante by prioritizing genuine experiences, personal narratives and relatable stories over promotional content. This shift has led to a departure from purely corporate messaging to more human-centric content—just remember to keep it professional, of course.

Avoid using overly promotional language, such as “here's our latest product" or other hard sells, and demonstrate how your product solves challenges or alleviates pain points. For example, if you offer hail insurance, you could post five ways to prepare for severe weather.

Tip: Agencies should encourage their agents to share their professional journeys, challenges they've overcome and lessons learned. Real stories builds a relatable and trustworthy brand image and foster deeper connections.

3) Avoid meaningless reshares. When you see a post that really resonates, it's tempting to hit the share button as an easy way to engage on the platform. But these are empty gestures if you don't add your own meaningful insights alongside the share, and they could ultimately hurt your credibility and visibility. 

Tip: Always add a brief note with your own perspective on a reshare. It could be a personal example or a question to encourage discussion. This will add value to your connections and signals to the algorithm that it is more meaningful content. Remember, it's all about adding value to the conversation and to your community of connections.

4) Leverage social search engine optimization (SEO). LinkedIn's algorithm has evolved to prioritize content based on relevance to the user and engagement, and a user can search posted content on the platform without including hashtags. This shift emphasizes the importance of integrating pertinent keywords and industry-specific terms in your content.

However, hashtag use is not completely obsolete and can still be used sparingly and strategically at the end of a post or within a post. Think of them as a means of content categorization or a way to track a campaign. Just don't let the hashtags become a distraction.

Tip: Conduct keyword research to identify terms your target audience is searching for. Incorporate these keywords naturally into your posts, articles and profile to improve visibility and reach.

5) Foster a community-centric approach. LinkedIn's evolution has led to the development of a more inclusive and supportive community. Agents who actively participate in discussions and provide value beyond their products or services are more likely to see their content reach wider audiences and cultivate loyal followings.

Tip: Engage with your audience by responding to comments, participating in relevant group discussions, and sharing authentic content. This approach demonstrates that you appreciate your community and are invested in their success.

Brittaney Check is social media and content specialist at STIR Advertising & Integrated Messaging, an independent full-service marketing communications agency in Milwaukee.