Public speaking coach | I turn Founders into Thought Leaders 🎤 | Founder of MicDrop | Author of Make It Count | Former COO and TEDxClapham Founder
I can't help but think that LinkedIn is heading in the wrong direction...👇 I've had an amazing year on this platform (stats below). But the reality is, I've had to play the game Because I'm building a business. That means: 1. Binary (negative) hooks 2. Half-sentence paragraphs 3. Oversimplification of content 4. Hours of creating images on Canva 5. Mindless liking and commenting 6. Vomit worthy selfies 7. Finding pre-validated content 8. Errr... listicles 9. Cringy CTAs to 'repost if you agree and follow me.' ...to achieve these results. The craziest bit? If I was optimising purely for audience growth, these tricks are just the tip of the iceberg. --- LinkedIn's algorithm is squeezing out the everyday creators. On top of all of the tricks above, it incentives those who: 1. Post every single day ♻️ ↳ Result? Creators recycle old posts and/or we burn out. 2. Like and comment on other people's posts (and their own) 💬 ↳ Result? Virtual PAs Chat GPT comments. 3. Post videos 🍿 ↳ Result? Videos start creeping in from Tok Tik and Insta, higher barrier to entry for anyone uncomfortable with being on camera. --- I've always said that LinkedIn has a huge opportunity to differentiate itself from the rest of the dopamine factories, but it's becoming increasingly like all the others... It's oversimplified as an idea but I can't help but think that the single most effective metrics to measure post quality are: 1. Time spent consuming a post (perhaps relative to it's length) 2. Number of saves the post gets 🔏 Unfortunately LinkedIn isn't playing the post quality game. Because social media hasn't conditioned us to engage with content consciously (shout out to all the lurkers 🙌). But, imagine what this platform could become if they did. Thoughts/suggestions comments very welcome. --- I hope that on balance, you feel like I've stayed on the right side of the quality line. I have no intention of stepping across it in 2025. After all, we're just one algorithm change away from becoming obsolete anyway! Thank you for all your support this year 🙏, I don't take it for granted. Enjoy the break 🎄
I think it starts by empowering ourselves and others to act in integrity with what we believe! I always preach that I can’t care if I don’t care. Meaning, I only read in full and comment if I care! I also create content daily because it’s without my creative capacity (but I’ve been at it for 7 years) I think the game is the same. 1. Get to know yourself and your vision. 2. Choose a creative flow that allows you to be visible, leverage your strength and own your space in a pace that aligns 3. Don’t look at metrics but prioritise true measure of success for the business (people could better leverage their skills elsewhere sometimes and simplifying goes a long way) When I use to run a personal branding course on IG years back, it was the same fear, that the platform would change, reels had just started. But it’s okay. Change is change. Building a vision and leveraging the tools (social media) and our gifts without wavering will always win!
I've never spent as much time on Linkedin as I have in the last 6 months, but I'm still nowhere near the reach/engagement I had before I had my triplets. I think it's very hard for anyone coming back from mat leave, even if you did post every now and then. Also, if you work part time and can't be always available to respond to comments etc. and need to schedule posts in advance with links etc. the algo doesn't love it. I think I need a fresh approach for next year so it feels like a more balanced energy exchange.
Yep, social media is like junk food. I saw LinkedIn content as more 'nutritious' for a long time but I agree – it's heading in the wrong direction. I appreciate the honesty regarding the 'game' that's being played. LinkedIn mightn't be open about algorithm changes but content creators pick up on them pretty fast, and it absolutely drives behaviour. I'd love to be a fly on the wall when LinkedIn product teams discuss algorithm changes. Unfortunately, I don't see the LinkedIn 'game' changing for the 'better' any time soon because it's part of a public company that is driven to maximise shareholder value. Last time I checked, LinkedIn generates revenue through Talent solutions, Marketing solutions and Premium subscriptions. You could argue that all three of these benefit from increased time on site. And it's easy to grow this metric through dopamine-boosting 'junk food' content.
I’m always grateful to see your posts, so appreciate the hard work. And I hear your. Feels like working LI is like learning to pass a test, whereas the important aim would be learning how to be more human.
I’m not sure I agree. There is ample opportunity for the intrepid among us. How do we make the algorithm work for us LinkedIn ?
I was at a founders dinner the other night, where a topic was how many creators are sacrificing content quality to feed the algorithm. You were part of a tiny group of creators the group recognised who are producing truly quality, helpful content.
12.4k comments. Did you respond to all those Alex Merry? I need a lie down just thinking about that number 😵💫. And yes, I've just added a comment that you now need to reply to 🙄.
Dani Markovits Priscillia Mudiaki where’s the lie? 😭
Really appreciate the honest look at this! I agree, there are a lot of "rules" now, but it helps me to think of using the bigger audience to get my most important messages out there
The Mental Fitness Coach | I help organisations reduce stress and improve productivity | Founder at Heddway
23hYou’ve nailed it, Alex. Point number 1 is the biggest issue for me. I don’t do negative hooks and I know that holds back reach. Why should we play on fear and scarcity? I’m also against the “be like me” posts. Why are we encouraging people to compare themselves against others? Another tactic that seems to get traction. It’s not healthy. It’s something I think about a lot. Do I stay true and fly low, or do I play the game and fly higher?