In a recent LinkedIn post, John Barrows offers a counter-intuitive perspective on navigating the platform’s ever-changing algorithm, urging users to prioritize direct engagement and genuine connection over the pursuit of viral reach. Barrows, a long-time user of the platform, shares his observations on the widespread frustration many experience with declining impressions and engagement, often fueled by conflicting advice from various ‘experts’.
As John Barrows notes:
“I’ve been on this platform since the beginning (#36,541) and have seen people (including myself) chase the algorithm the entire time and drive themselves crazy doing so.”
Shifting Focus from Vanity Metrics
Barrows contends that the underlying purpose of LinkedIn should not be solely about personal gain, such as going viral or achieving ‘thought leader’ status. Instead, he posits that the platform’s true value lies in its capacity for sharing insights, fostering learning, building meaningful connections, and uplifting others. This perspective fundamentally reframes how success on the platform should be measured.
He elaborates on this by stating:
“The point of this platform isn’t about you. It’s about sharing insights, learning, making connections and helping elevate others in my opinion.”
This viewpoint leads Barrows to de-emphasize traditional metrics like likes and impressions. He openly admits that focusing on these numbers, especially given his substantial following, would lead to significant frustration. Barrows highlights a personal paradox: a post might achieve massive impressions but fail to resonate deeply, while a more personal, vulnerable piece might generate fewer impressions but yield far more meaningful direct feedback.
The Power of Direct Messaging
The core of Barrows’s argument rests on the impact of direct messages (DMs). He reveals that he personally values and keeps every DM he receives, finding immense satisfaction in messages of gratitude from his subscribers. He contrasts the feeling of receiving ten direct messages thanking him for his openness on a personal challenge with the fleeting satisfaction of a sales tip post that garners hundreds of thousands of impressions.
According to John Barrows:
“I get FAR more satisfaction when I post something about the challenges I’m going through (like I did this weekend on my newsletter) and get 10 people from my 28k subscribers to email me or text me directly thanking me for my openness and how it made them feel less alone than I do posting a sales tip about cold calling that gets 100k impressions.”
This emphasis on direct, personal connection serves as his primary metric for content success. These DMs, he explains, serve as constant reminders of his purpose on the platform.
A Practical Call to Action
To encourage this shift in focus, Barrows proposes a simple yet powerful action for the week: identify someone whose content is genuinely valued and appreciated. While commenting on their posts is encouraged, the primary suggestion is to send a direct message expressing gratitude for their effort and the value they provide. Barrows believes this personal acknowledgment will hold more significance for the recipient than any potentially viral post.
In John Barrows’s view, this approach not only fosters stronger relationships but also helps combat the pervasive anxiety around algorithmic performance. By focusing on the human element, users can find greater fulfillment and purpose on professional networking platforms.
📝 About This Content
This article is based on insights shared by John Barrows on LinkedIn.
📅 Originally posted on May 11, 2026 | View original post on LinkedIn →