LinkedIn now measures dwell time. They what? 

First some background: How does LinkedIn decide what we see in our homepage feed? 

The homepage algorithm figures out the following: 

  • The probability that you will “react” to this post, a reaction being a like, comment or share. This probability is based on your history with this poster. LinkedIn doesn’t mention it, but I assume they also look at your history with this post’s topic, or I assume, with a specific hashtag)
  • The probability that other people will react to your reaction – take action of their own. Are there people that typically are drawn to your comments or likes of a post? 
  • The value to the content creator of your reactions. Do your reactions give valuable feedback to the author? I am not sure how LinkedIn would measure this unless you were to “like” their comment or share. 

All the thousands of possible posts that could be presented to you are weighed, and the “best” ones according to the algos go into your stream. 

Limitations of this approach:

  • Some people read posts and appreciate them but are just not people who react. 
  • Someone may click “more” and open a post, but then realize that the post isn’t for them, and goes back to the feed. LinkedIn calls these click bounces. 

So now LinkedIn has added “dwell time” in it’s calculations as to the value they are assigning a post. 

There are two types of dwell time: the time a post is sitting in your feed, and the time the post is sitting in your feed once you click on it. 

Until now, LinkedIn had measured clicks, comments, reactions and shares to rate a post. Now dwell time will be factored in as well. 

If this is the case, less crappy posts will be presented to you and you will see more posts that actually have something to say that people read through end to end. 

Two observations in all this:

  1. One factor in all this that really should be emphasized is your “history” with posts from a given author. If you have a history of reading and / or reacting to a person – whether a connection or someone you follow – LinkedIn will remember and favor their content being put in front of you. Whenever you react to a post, you increase the likelihood that more of that person’s posts will appear in your feed. 
  2. Everything you do on LinkedIn, no matter how small, has consequences. Everything you do gets interpreted by LinkedIn (which is a little disquieting). 

Check your own homepage feed and see for yourself. Just don’t pull up a post from someone you don’t like and choose that moment to leave your device and have lunch.