Why Your LinkedIn Reach Might Be Dropping: An Ex-Employee’s Perspective

In a recent LinkedIn post, Alicia Teltz, a former LinkedIn employee, offers an insider’s perspective on why many users are experiencing a significant drop in their content reach on the platform. Teltz aims to demystify the algorithm changes, asserting that the decline in impressions is not necessarily due to a decrease in content quality but rather a strategic shift by LinkedIn to prepare for the future.

The Business Imperative Behind LinkedIn’s Algorithm

Alicia Teltz begins by framing LinkedIn not just as a social network but as a substantial business entity. She highlights its valuation and ownership by Microsoft, emphasizing that shareholder expectations drive strategic decisions. According to Teltz, the long-term revenue growth of LinkedIn is intrinsically linked to its ability to maintain an engaging and high-quality feed.

“Long-term revenue growth depends on LinkedIn creating the best feed possible, because: Amazing feed → Amazing user experience → More people signing up / more frequent logins / longer dwell time → More opportunities for LinkedIn to sell their services → More $$ for LinkedIn/Microsoft/Shareholders”

Teltz argues that this focus on user experience is the fundamental driver for algorithm adjustments. A superior user experience leads to increased engagement, which in turn creates more opportunities for LinkedIn to monetize its platform through various services.

Reasons for the Feed’s Evolution

The former LinkedIn insider outlines several key reasons why the platform’s feed experience has undergone significant changes. Teltz points to the explosion of AI-generated content as a primary factor that diluted the user experience, making it harder for valuable content to stand out. Additionally, she notes that the feed was historically too reliant on direct network connections and lacked sufficient personalization based on individual interests.

Another critical point raised by Teltz is the previous algorithm’s susceptibility to gaming. She explains:

“Your reach depended heavily on engagement and was easy to game. It favoured large or algorithm-savvy accounts and resulted in lots of low-value content.”

This, Teltz suggests, led to an environment where superficial engagement often trumped genuine value. Furthermore, Teltz anticipates the growing influence of younger generations, Gen Z and Gen Alpha, on the future workforce and how they consume content, prompting LinkedIn to adapt its platform for the next decade.

LinkedIn’s Persona-Based Feed Strategy

Teltz details how LinkedIn is implementing these changes through a new Large Language Model (LLM) that creates a persona-based “For You” feed. This system analyzes user behavior—including what they post, engage with, and their network connections—to group them with similar users. The intention, as Teltz explains, is to show content beyond immediate networks, allowing smaller accounts with relevant posts to gain significant reach and ensuring that valuable content remains visible for longer periods.

The Conundrum for Entrepreneurs

However, Alicia Teltz identifies a significant challenge for many active creators, particularly entrepreneurs. While the new algorithm may serve the majority of LinkedIn’s corporate user base, it creates a conundrum for those who sell to an audience different from their own perceived persona. Teltz highlights this disconnect:

“The new algo makes sense for the majority of users. But most active creators aren’t corporate. They are entrepreneurs like you. You most likely sell to an audience different to your persona. Your impressions dropped because your audience shifted.”

This shift means that entrepreneurs may find themselves unseen by their ideal customers, leading to discouragement and a potential decline in content creation. Teltz warns that this could ultimately result in a less vibrant feed for all users, including the corporate professionals LinkedIn aims to retain.

Teltz concludes by acknowledging the simplified nature of her post due to character limits and offers a free webinar to delve deeper into these changes and provide actionable strategies for regaining visibility on the platform.