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The Algorithm Report with Chris Donnelly & Will McTighe
Chris Donnelly Podcast
Overview
This video, 'The Algorithm Report,' features Chris Donnelly and Will McTighe discussing data-driven insights into LinkedIn's algorithm and content strategy. They emphasize that their advice is based on analyzing over 400,000 posts, not personal opinions. The discussion covers the evolving nature of the platform, the importance of niche content, strategies for creating engaging posts, the role of visuals, and effective lead generation techniques. They highlight that while the platform is more competitive, understanding current trends and data is crucial for entrepreneurs to leverage LinkedIn for business growth.
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Chapters
- Chris Donnelly introduces himself, detailing his entrepreneurial journey building and selling two successful companies (Verb and Lotty) before focusing on personal branding and AI startups.
- Will McTighe shares his background in finance and his transition to LinkedIn content creation, leading him to co-found 'Say What,' a platform for content idea generation and feedback.
- The 'Algorithm Report' is presented not as opinion, but as data analysis from over 400,000 posts to inform content strategy.
- Both speakers stress that building a presence on LinkedIn is challenging and requires consistent effort, not overnight success.
Understanding the speakers' backgrounds and the data-driven approach of the report helps establish credibility and sets the stage for actionable insights based on real-world performance, not just speculation.
Chris Donnelly's experience building Verb into a 100-person agency and Lotty into a multi-million dollar company demonstrates a track record of business success that informs his approach to LinkedIn strategy.
- Overall impressions on LinkedIn are down due to increased competition, ads, and creators, but this is a normal evolution of a growing platform.
- While viral posts still have significant reach, their average views have decreased compared to the previous year.
- LinkedIn's algorithm has shifted from prioritizing broad content to being more interest-focused, making niche content more effective.
- Having more followers generally helps, but LinkedIn is increasingly prioritizing smaller accounts and the growth gap between large and small accounts is shrinking.
Recognizing these shifts is crucial for adapting strategies; what worked previously may not be effective now, and focusing on niche relevance and audience alignment is key to cutting through the noise.
A post explaining 'data centers to non-technical execs' or 'AI algorithms for AI engineers' now performs well due to the algorithm's focus on niche interests, whereas previously such specific content might have struggled.
- Exceptional content must pass the 'man on the street' test, meaning it must be immediately engaging and understandable.
- Content creation should start with research to identify 'outliers' or relative outperformers, rather than just posting about personal experiences.
- A three-part formula for creating viral content involves a strong hook, a relevant topic, and an effective visual.
- The 'human era' on LinkedIn requires bringing more personal humanity into content, using authority, personal stories, or humor in hooks.
This chapter provides a practical framework for creating content that captures attention and resonates with the target audience in a crowded digital space.
The 'seven levels' format, originally about intelligence, has been successfully adapted across various niches like 'seven levels of Claude code,' demonstrating how to repurpose successful structures with new topics.
- Infographics are currently the most dominant format for top-performing posts, often converting followers at a higher rate than video.
- AI-generated whiteboard infographics are particularly outperforming due to their visual novelty.
- Inspiration for visuals can be found both within one's own niche and in other niches, with cross-niche inspiration often yielding more novel results.
- While carousels were once dominant, the focus has shifted to the content itself, with any format now having the potential to go viral.
Understanding which visual formats and content types are currently resonating allows creators to optimize their efforts for maximum reach and engagement.
Whiteboard infographics, potentially created with tools like Canva or AI, are a current trend that can make content stand out and capture attention.
- Entrepreneurs should capitalize on 'rising tides' – trending topics, technologies, or platforms – to gain natural lift for their content and businesses.
- Weaving trending topics like AI (e.g., Claude) into existing content pillars can enhance reach and relevance.
- Personal brand content, especially when combined with personal stories and unique visuals, is highly effective for cutting through the noise and driving leads.
- While AI can generate content at scale, it's crucial to avoid producing 'AI crap' and instead integrate AI into personal, educational content.
This section emphasizes the strategic advantage of aligning personal brand and content with current trends, making growth efforts more efficient and impactful.
Using Claude as a 'wrapper' for posts about starting a business or building websites allows creators to tap into the trend's popularity while still delivering their core message.
- Video performs well for impressions but poorly for follower conversion; it's best suited for demos or testimonials.
- Longer posts (1,250-3,000 characters) generally perform better than short posts, indicating a demand for depth and education.
- Contrary to popular belief, including links in posts can significantly increase performance, with multiple links showing the highest positive impact.
- Active commenting and replying, especially with individuals from the same Ideal Customer Profile (ICP), is a powerful strategy for increasing reach and engagement.
These points offer practical, data-backed advice on optimizing post structure, format, and interaction strategies for better results on the platform.
Posts with one to three links performed 43% higher, and posts with three or more links performed 441% higher, challenging the conventional wisdom against using links.
- The primary goal of a lead magnet is to capture contact information from potential customers who are not yet ready to purchase.
- Lead magnets allow for ongoing engagement and nurturing of leads who might not convert immediately.
- While some believe lead magnets are 'dead,' they remain effective when adapted to current trends and audience needs.
- New versions of lead magnets, such as custom AI-powered tools or tailored resources, are proving more effective than older, saturated formats.
This chapter provides essential strategies for converting platform engagement into tangible business opportunities by capturing and nurturing potential customers.
Custom AI tools trained to help an audience, like custom GPTs, are a modern and effective type of lead magnet that can attract sign-ups even in a saturated market.
Key takeaways
- LinkedIn's algorithm favors niche, interest-focused content over broad topics, so align your content with your specific expertise and target audience.
- Content creation should be research-driven, identifying successful formats and topics ('outliers') to adapt, rather than solely relying on personal experience.
- A compelling hook, relevant topic, and strong visual are essential components for creating content that captures attention and performs well.
- While video is good for impressions, infographics and other visual formats like AI-generated whiteboard graphics are currently more effective for follower conversion.
- Leverage trending topics and technologies (like AI) by weaving them into your existing content pillars to gain a natural lift and increase relevance.
- Longer posts and the strategic use of links can significantly boost engagement and reach, contrary to some common advice.
- Active, strategic commenting and engagement, particularly with individuals within your Ideal Customer Profile (ICP), is vital for expanding reach and building a network.
- Lead magnets are crucial for capturing potential customers who aren't ready to buy immediately, allowing for long-term nurturing and relationship building.
Key terms
Algorithm ReportNiche ContentOutliersHookVisualsInfographicsAI-Generated ContentPersonal BrandRising TidesLead MagnetIdeal Customer Profile (ICP)Follower Conversion
Test your understanding
- How has LinkedIn's algorithm shift towards interest-based content impacted the effectiveness of niche versus broad topics?
- What are the three key components of the formula for creating viral content, and why is each important?
- Why are infographics currently outperforming video in terms of follower conversion on LinkedIn, and what specific type of infographic is trending?
- How can entrepreneurs strategically leverage 'rising tides' or trending topics to enhance their content's reach and their business's visibility?
- What is the strategic advantage of using lead magnets, and how should their design evolve to remain effective in the current landscape?