LinkedIn’s Algorithm: Not a Puzzle for Creators, But a Mirror for Users, Argues Justinoberman

In a recent LinkedIn post, Justinoberman offers a counter-intuitive perspective on the platform’s algorithm, challenging the common notion that it’s a puzzle to be solved by content creators. Instead, Justinoberman posits that the algorithm is fundamentally designed for the user experience, with content creators serving a different, less direct purpose.

Rethinking the Algorithm’s Purpose

Many creators approach LinkedIn by focusing on optimizing their content to fit perceived algorithmic requirements. Justinoberman highlights this prevalent mindset, stating:

“Every report treats the algorithm like a puzzle. ‘Crack what the machine likes. Feed it.’ 9.2 slides. 45–75 second video. 1,400 characters. Reshare within 4 hours.”

This approach, Justinoberman argues, is based on a flawed premise. The core function of LinkedIn’s algorithm, according to the post, is not to promote creator content for its own sake, but rather to keep users engaged on the platform.

The User-Centric Design

Justinoberman contends that the algorithm’s primary objective is to ensure readers remain engaged by showing them content they find compelling, thereby encouraging repeat visits. This user-centric design means creators are not the primary audience the algorithm serves.

Creators as ‘Bait’

The post elaborates on this by suggesting that content creators occupy a unique position within LinkedIn’s ecosystem. Justinoberman explains:

“If you are a content creator on LinkedIn you are not the customer. You’re not even the product. You’re the bait that keeps the big brands buying ads.”

This perspective reframes the creator’s role from a direct beneficiary of the algorithm to an indirect contributor to the platform’s revenue model. Justinoberman supports this by referencing LinkedIn’s SEC filings, noting that ‘personal brand’ is not explicitly listed as a revenue driver.

The Algorithm as a ‘Mirror’

Rather than a complex puzzle to be deciphered, Justinoberman proposes that the algorithm functions more like a mirror, reflecting user behavior and preferences. This implies that understanding what resonates with the audience is key, not just adhering to arbitrary content format rules.

Justinoberman’s analysis encourages a shift in strategy for content creators. Instead of solely focusing on ‘gaming’ the algorithm with specific formats, the emphasis should be on creating content that genuinely captures user attention and provides value, as this is what the algorithm is ultimately designed to promote.

The full argument, as mentioned in the post, is detailed further in the “Anti-Guru” newsletter.