Podcast Summary: Help Wanted – "Why LinkedIn Doesn't Want You Going 'Viral'"
Podcast Information
- Title: Help Wanted
- Host/Author: Money News Network
- Episode: Why LinkedIn Doesn't Want You Going "Viral"
- Release Date: March 18, 2025
- Hosts: Jason Feifer (Editor in Chief, Entrepreneur) and Nicole Lapin (Money Expert)
Overview In the March 18, 2025 episode of Help Wanted, hosts Jason Feifer and Nicole Lapin delve into the intricacies of LinkedIn's algorithm, exploring why the platform deliberately discourages content from going "viral." Drawing on insights from LinkedIn executives Dan Roth and Alice Shong, the hosts uncover LinkedIn's commitment to fostering meaningful professional connections over fleeting popularity metrics.
Introduction to LinkedIn's Content Strategy
Jason Feifer (00:34):
Jason opens the discussion by highlighting his personal obsession with LinkedIn, noting his success in building a substantial following through consistent posting. He sets the stage by referencing a pivotal conversation he had with LinkedIn executives, which unveiled the platform's evolving algorithm and its implications for content creators.
Key Points:
- Jason's personal experience with LinkedIn's algorithm.
- The significance of LinkedIn as a professional tool beyond a social media platform.
LinkedIn's Stance on Virality
Dan Roth (03:00):
Dan Roth, LinkedIn's Editor in Chief, asserts that LinkedIn does not seek virality. "We're not looking for virality at all. That is not how LinkedIn measures success," he states (03:00).
Jason Feifer (03:33):
Jason questions what the algorithm does reward if not virality, leading to a deeper exploration of LinkedIn's content prioritization strategies.
Key Points:
- LinkedIn prioritizes meaningful professional interactions over viral content.
- The platform focuses on connecting professionals to economic opportunities rather than maximizing content reach.
Understanding LinkedIn's Mission and Algorithm
Dan Roth (04:42):
Dan elaborates on LinkedIn's mission: "Our mission is to connect the world's professionals to economic opportunity" (04:42). He emphasizes that LinkedIn continuously evolves based on user behavior and needs, ensuring the platform remains relevant and valuable.
Alice Shong (04:21):
Alice Shong, Director of Product Management at LinkedIn, explains the importance of knowledge sharing: "Members often open up LinkedIn with a job to be done... to get smarter about this particular area of my world" (07:54).
Key Points:
- LinkedIn's algorithm is designed to facilitate knowledge sharing and professional growth.
- Content that offers actionable advice and expertise is favored over superficial or purely engaging posts.
Enhancements to LinkedIn’s Feed Algorithm
Nicole Lapin (09:19):
Nicole discusses recent updates to LinkedIn's feed, focusing on two main changes:
- Better Reach for Connections and Followers: Content from users' networks is prioritized, leading to a ~10% increase in content viewed from connections.
- Emphasis on Knowledge and Advice: There has been a ~40% increase in content grounded in professional knowledge from outside one's immediate network (09:19).
Key Points:
- LinkedIn is refining its feed to deliver more relevant and valuable content.
- The platform distinguishes between personal updates and professional insights to cater to user preferences.
Balancing Engagement and Value
Jason Feifer (13:07):
Jason raises a concern about balancing high engagement with content value, noting that while viral posts may garner attention, they might not align with LinkedIn’s professional objectives.
Dan Roth (14:54):
Dan responds by emphasizing LinkedIn's focus on quality over quantity: "We are dependent on people coming back every day and feeling like this is a place that is good for their professional identity" (14:54). He explains that reducing content complaints by 80% indicates the effectiveness of their algorithm adjustments (14:42).
Key Points:
- LinkedIn prioritizes sustained, meaningful engagement over sporadic viral spikes.
- Maintaining a professional atmosphere is crucial for LinkedIn's long-term success.
Evaluating Content Quality and Relevance
Dan Roth (17:27):
Dan outlines LinkedIn's method for assessing content quality, ensuring that posts come from individuals with authentic expertise. He uses the example of Jason sharing geology content without expertise, which LinkedIn would not favor.
Jason Feifer (19:03):
Jason probes deeper into how LinkedIn discerns valuable content from merely engaging content, especially comparing it to other social platforms' pursuit of virality.
Alice Shong (19:08):
Alice affirms LinkedIn's intent to prioritize content that enhances professional knowledge and opportunities, steering clear of superficial engagement tactics.
Key Points:
- Verification of content relevance based on the poster's expertise and professional background.
- LinkedIn discourages engagement tactics that do not contribute to professional growth.
Practical Implications for LinkedIn Users
Jason Feifer’s Personal Example (32:10):
Jason shares his own experience with a post that garnered 1.9 million impressions, questioning whether such virality aligns with LinkedIn's principles. He highlights the discrepancy between metrics like impressions and genuine professional outcomes, such as newsletter sign-ups.
Nicole Lapin (38:57):
Nicole praises Jason's post as a "classic example of share opinion and advice" and distinguishes it from "blind virality," which she deems less valuable. She encourages authentic knowledge sharing tailored to specific professional audiences.
Dan Roth (38:57):
Dan adds that meaningful comments and active engagement are indicators of success, contrasting with superficial or repetitive comments often associated with engagement groups.
Key Points:
- Users should focus on creating content that fosters meaningful professional interactions rather than aiming for mass visibility.
- Building a professional brand through consistent, authentic sharing of expertise is more beneficial than chasing high engagement numbers.
Strategies for Effective Content on LinkedIn
Dan Roth (28:11):
Dan introduces the concept of "collaborative articles," where LinkedIn leverages AI to match experts with relevant topics, ensuring content reaches the right audience.
Nicole Lapin (32:10):
Nicole reiterates the importance of targeted knowledge sharing, emphasizing that content should cater to specific professional needs and interests.
Dan Roth (35:26):
Dan advises users to view their LinkedIn presence as a portfolio, focusing on long-term brand building rather than short-term engagement boosts.
Key Points:
- Utilize LinkedIn's tools, like collaborative articles, to enhance content relevance and reach.
- Adopt a strategic approach to content creation, prioritizing long-term professional growth over immediate visibility.
Final Thoughts and Recommendations
Nicole Lapin (49:14):
Nicole concludes by reinforcing LinkedIn's vision to be the ultimate destination for professional knowledge. She encourages members to share their insights and leverage the platform to unlock economic opportunities.
Dan Roth (47:09):
Dan emphasizes the long-term value of meaningful connections and advises against relying solely on high-visibility posts for business success.
Jason Feifer (50:36):
Jason reflects on the discussion, acknowledging the balance between reaching a broad audience and maintaining professional integrity. He underscores the importance of aligning content with LinkedIn's mission to foster genuine professional relationships.
Key Points:
- Focus on contributing valuable knowledge and building a trusted professional brand.
- Recognize that meaningful engagement, rather than sheer visibility, drives long-term success on LinkedIn.
Notable Quotes
- Dan Roth (03:00): "We're not looking for virality at all. That is not how LinkedIn measures success."
- Dan Roth (04:42): "Our mission is to connect the world's professionals to economic opportunity."
- Nicole Lapin (09:19): "We saw a near 10% increase of content viewed over the past few months for people viewing content from either their connections or people they follow."
- Dan Roth (14:54): "We are dependent on people coming back every day and feeling like this is a place that is good for their professional identity."
- Dan Roth (17:27): "LinkedIn, we have a duty... to be like, hey, this is not the highest quality content."
- Dan Roth (28:11): "Collaborative articles are a way we ensure content reaches the right audience."
- Dan Roth (35:26): "Think about your presence as a portfolio... Focus on long-term brand building."
Conclusion This episode of Help Wanted offers an in-depth look into LinkedIn's deliberate strategy to prioritize professional value over viral popularity. By fostering a platform centered on meaningful interactions and knowledge sharing, LinkedIn aims to enhance economic opportunities for its members. For users seeking to maximize their impact on LinkedIn, the key takeaway is to focus on authentic, expertise-driven content that aligns with their professional goals rather than chasing fleeting engagement metrics.