What is a pod?
Publishing on social networks has become a necessity. To promote your brand, highlight your expertise, share news, generate leads…But do you know what a Linkedln engagement pod is?
However, in recent years, the various platforms have reduced the “organic reach” of publications, that is to say, the reach of a publication without sponsorship. And this, in order to encourage you to sponsor it, of course.
However, creating a content strategy can be extremely time-consuming. For a ridiculous reach. This is where pods, or engagement groups, come in.
But before we get there, you have to understand how the algorithm of a social network, in this case, that of LinkedIn, which is one of the most basic, works.
Get more views on sponsored posts
The business model of social networks is very simple: sell your attention in the form of advertising space. Because once they have found customers to sponsor posts, they have to find space for those posts. Their income is, therefore, directly correlated to the amount of time that users spend on their news feed.
Millions of people post on LinkedIn every day. How to determine THE content that will grab your attention and show you one more (sponsored) post, bringing a little more money to LinkedIn?
No, there are no human beings who read all the posts to determine the most interesting, as you can imagine. It is an algorithm that will define what content is most likely to keep your attention, in order to display it on a larger scale.
As an algorithm cannot capture subjective notions (not yet, at least), it will measure objective indicators. And what better way to determine the quality of a post than watching how many people like or comment on the content? This is called the engagement rate.
How the LinkedIn algorithm works
Here’s how it works for a post on LinkedIn:
- When you publish your content, it is displayed to a small part of your network, which acts as a sample. The size of the sample varies according to the optimization of your post (presence of hashtags but not too many, no external link, that is to say, a link which leads to a site other than LinkedIn), views on your latest publications and the size of your network, although the influence of these different parameters is quite difficult to measure.
- The algorithm observes what is the engagement rate on this sample, ie the rate of people who like and comment. The comments have a much higher weight: I would say between 5 and 10 or even 20 times a “like“. This initial rate is essential because it largely influences the final reach of the post. It is said to be measured between in the first three hours of a content’s life.
- Based on this initial engagement rate, the algorithm expands the audience by prioritizing the people in your network, but especially the people in the network of those who engaged in your post, considered as “similar profiles”, who could thus also be interested in your content.
- If the engagement rate continues to be similar, the post continues to grow in terms of the number of views. This is what allows content with a high engagement rate to go viral.
But then, what is a “engagement pod” or “engagement group” and what is it for?
Engagement groups initially appeared as “manuals”. It involves joining a group of people (via WhatsApp or Slack for example) on which each member shares the links to their posts and agrees to like and comment on the content of other members. By engaging in this way at the beginning of the content’s life, the LinkedIn algorithm is “tricked” and considers this content as “interesting”. It will, therefore, considerably increase its range.
Advantages of manual pods:
- High comment quality
- “True” engagement in the eyes of the algorithm
Downside of manual pods:
- it’s very time consuming to comment on publications from 50 to 100 people per day
- There is often an insufficient volume of comments
Faced with the success of manual pods and because of their drawbacks, automated pods have appeared. Today, there are mainly two tools on the market: Alcapod (in free beta, produced by CaptainData) and Lempod (developed by Lemlist).
These tools are Chrome extensions that work on the same principle as manual pods: I join a group of people who will engage in my posts and vice versa.
The difference being that the engagement is automatic: I add the link of my post, I choose the comments that I want to receive. The accounts of other members “like” and comment automatically.
Advantages of automated pods:
- Considerable time savings
- Possibility to join many pods and therefore get tens of comments, meaning tens of thousands of views
The downside of automated pods:
- Poor quality comments suggestion
- So it takes time to create your own real comments
- Quality of the profiles which engage is rather rando, inducing a poorly qualified audience
- It is always the same people who are engaging in your posts, so the LinkedIn algorithm realizes this and devalues the “weight” of their engagement over time
An alternative to Lempod and Alcapod
The advantages of manual and automated pods, without the drawbacks
At ProspectIn, we don’t like drawbacks. Truly not. So we asked ourselves: “How to create a tool that integrates the advantages of both manual pods and automated pods?”.
And quite naturally, Podawaa was born. Podawaa is an automated pod tool that:
- Provides you with relevant comments using an intelligent algorithm that learns from previous similar posts in YOUR language.
- Allows you to target a particular audience by choosing specific profiles that will engage in your posts. You can ask for example the “CEOs in London in the software industry”.
- Varies the order and the people who engage with your content, while simulating human behavior, in order to trick the LinkedIn algorithm.
- Gives you best practices for getting views on your content.
- Offers you a “manual pod” option, allowing you to save time on writing comments while keeping control over their content
- Offers you a statistical dashboard allowing you to manage your performance in terms of content strategy.
You get a quality engagement and thousands of views on your publications, all in a credible and fast way.
Our beta is starting soon, don’t miss it! (See the beta presentation). 😄