LinkedIn shows publishers why they should not depend on platforms

Are you tired of changing your business because some programmer has tinkered with an algorithm? They say it’s for the sake of the users, but we all know it’s to increase their ad revenue.

LinkedIn recently changed how they promote content on their site. They say they want to make our feeds more relevant and informative, not just “engaging and sticky,” and they don’t want to chase the latest “viral” content.

According to the article I link below, there are two big changes.

* It’s more likely that your followers will see your post.
* Posts that share “knowledge and advice” are prioritized.

How can an algorithm pick out “knowledge and advice”? Apparently they’re looking for people who are building a community around content. But … isn’t that a touch circular, since you can only build a community if people see your content in the first place?

The article points to four things.

* The post speaks to a distinct audience. LinkedIn looks at every post and asks “Who is this relevant to?”
* The author is writing in his core subject area. LinkedIn evaluates whether you’re an authority on the topic.
* The post has meaningful comments. Again, this seems like a chicken and egg problem, but I think the point is that they don’t want “true,” and “this is great,” and that sort of thing.
* The post has a perspective. It’s not just generic goop.

LinkedIn allegedly wants content creators to focus on reaching the right people with relevant content, rather than just reaching lots of people.

I’ll believe it when I see it, I guess, but the larger question for me is whether content creators should allow themselves to be subject to platform rules and changing expectations. If you live by the algorithm, you die by the algorithm.

Now I’m not into comics, but I heard a very interesting interview yesterday with Eric July, who has built his own empire that the tech platforms can’t destroy by suddenly changing their rules. He controls his entire process.

That sounds very appealing – and exhausting.

Most of us use platforms because we want to see what other people are doing and what they’re saying. We want to interact with them. But then people try to game the system, and the platforms have to respond.

It’s a weird sort of a war, reminiscent of the SEO battles.

My recommendation – and my personal strategy – is to use the platforms for their reach until you can build enough of a connection with your customers that you don’t need the platforms any more. Don’t build a long-term strategy that relies on the platforms, because when they change the rules, you’ll be in trouble.

Resources

LinkedIn Changed Its Algorithms – Here’s How your Posts Will Get More Attention Now
https://www.entrepreneur.com/science-technology/linkedin-changed-its-algorithms-heres-how-your-posts/454728