Justin Oberman Rejects Algorithm-Driven Content for Authenticity on LinkedIn

In a recent LinkedIn post, Justin Oberman discusses his evolving perspective on content creation and engagement on the platform, particularly in light of recent algorithm changes. Oberman expresses a reluctance to adopt strategies that he feels compromise authenticity and personal interest for the sake of performance metrics.

He begins by stating his discomfort with the current demands of the platform, noting:

I don’t want to become the kind of person you have to become in order to succeed on LinkedIn today.

Oberman reflects on his initial years on LinkedIn, where his posting strategy was driven by genuine passion for advertising and marketing, rather than a calculated approach to algorithm optimization. He shared ideas and observations that resonated with others organically.

The Shift Towards Performative Content

Oberman elaborates on how the platform’s current algorithm, as he perceives it, encourages a more performative and less genuine approach to content. He argues that this shift forces users into a narrow definition of success.

According to Oberman, the algorithm doesn’t just push users to become ‘sales machines’ or engage in ‘performative marketing tactics.’ He contends that it also leads to a homogenization of online personas.

It’s also that it forces you to become an entirely one dimensional person where what you do is who you are.

This, in Oberman’s view, contrasts sharply with his early experiences on the platform, where his online persona developed naturally from sharing his genuine interests.

A Return to Authentic Engagement

After a period of stepping away from LinkedIn, Oberman returned with a renewed perspective. He realized that the audience he had cultivated appreciated his authentic voice, and that this connection was more valuable than chasing algorithmic trends.

Oberman indicates a deliberate decision to pivot back to his original content strategy. He plans to prioritize posting about subjects that genuinely interest him, rather than solely focusing on what is predicted to perform best.

Re-evaluating Algorithmic Strategy

Oberman suggests that this return to authenticity might, paradoxically, be the most effective way to navigate the algorithm.

So I think I’m just going to go back to that state of mind. I think I’m just gonna start focusing on me again. I think I’m just going to start posting about the things that I find interesting again. Not on what will perform the best.

He posits that genuine interest in content and engagement, coupled with connecting with like-minded individuals, could be the ‘whole secret to marketing’ – a philosophy that emphasizes authentic connection over manufactured engagement.

In essence, Oberman’s post serves as a commentary on the pressures of social media platforms and a personal commitment to maintaining integrity and passion in his online presence, even if it means diverging from conventionally successful algorithmic strategies.