In a recent LinkedIn post, Will McTighe discusses significant shifts in the platform’s algorithm and offers a revised playbook for content creators. McTighe emphasizes that many users are still adhering to outdated strategies, while the algorithm has evolved to reward different behaviors and content formats. He highlights that the platform is increasingly prioritizing substance and relevance over what he terms ‘tricks’.
McTighe outlines ten key changes he has observed over the past few months. He notes that traditional tactics are no longer effective, and new approaches are necessary for growth.
“My LinkedIn playbook for September is here. And yes, a lot has changed. Most creators are still following rules that expired earlier this year.”
The Algorithm’s Shift Towards Authenticity and Relevance
A central theme in McTighe’s analysis is the platform’s move away from artificial engagement and towards genuine interaction. He points out that tactics like repost CTAs, which previously drove growth, are now actively suppressed by the algorithm.
Decline of Repost CTAs and Rise of Genuine Engagement
McTighe argues that the effectiveness of ‘repost and follow’ calls to action has diminished significantly. Instead, the algorithm now favors authentic conversations and genuine engagement. As Will McTighe states:
“Real conversations are what get rewarded.”
This suggests a fundamental change in how LinkedIn prioritizes content, moving away from easily manufactured metrics towards indicators of true audience interest and interaction.
Evolving Content Formats and Strategies
The post details how various content strategies have been inverted. McTighe observes that what worked previously may now be detrimental to reach and engagement.
Visuals and Lead Magnets
McTighe highlights a specific change regarding lead magnets within visuals. He explains that while commenting for a lead magnet used to work within the text of a post, it now needs to be exclusively within the visual itself. Furthermore, the type of visuals that perform best has changed. McTighe notes:
“Pictures, stories and quotes are driving the most growth.”
This contrasts with the previous emphasis on educational visuals, indicating a shift towards more engaging and easily digestible formats.
Video Content and Post Longevity
Regarding video, McTighe observes that recycled viral videos are now ignored. Instead, ‘pre-validated, proven video formats’ are pulling more views. He also points out a significant change in how posts age. Previously, the first 24 hours were critical, but now, according to McTighe:
“Posts keep growing for days, weeks, sometimes months.”
This increased longevity suggests that content relevance and evergreen value are becoming more important factors for sustained reach.
New User Experience and Link Strategy
McTighe also touches upon changes affecting new users and the strategy around sharing external links. He explains that new users now have a more guided onboarding experience where they select interests from day one, potentially leading to more targeted content delivery.
The Return of Links
An interesting development McTighe points out is the renewed effectiveness of including links within posts. He states that while links previously suppressed reach, ‘quality links in a post earn more reach.’ This reversal encourages creators to share valuable external resources without fear of algorithmic penalty.
Conclusion: Substance Over Strategy
McTighe concludes that the overarching pattern across these ten points is LinkedIn’s increasing reward for ‘substance and relevance over tricks.’ The platform’s algorithm, in his view, is becoming more adept at matching specific ideas with the readers most likely to engage with them. This evolution suggests a healthier, more user-centric feed.
📝 About This Content
This article is based on insights shared by Will McTighe on LinkedIn.
📅 Originally posted on September 4, 2026 | View original post on LinkedIn →