LinkedIn has recently modified its algorithm, indicating a significant shift in its business strategy towards a more aggressive approach in advertising. This adjustment comes in a context where the platform’s revenues have only grown by 9% in 2023 and 2024, primarily driven by premium subscriptions and talent solutions. With increasing competition from other social networks like TikTok and Instagram that are also targeting the business market, LinkedIn seems to be looking for new ways to grow.
LinkedIn wants to be more appealing to users
One of the most noticeable changes is the drastic drop in the organic reach of posts on corporate pages, which has fallen to 2% in 2024. This means that companies with fewer followers will see their visibility limited without investing in advertising. According to a report from Algorithm Insights, the overall reach of organic content has also decreased by 50%. In this new environment, video content is taking center stage, as its usage has increased by 69% in the last year, and viewing time has grown by 36% annually.
Despite these discouraging metrics, LinkedIn has brought together more than 50 B2B content creators to encourage video production, with the clear goal of selling more advertising. However, creators are under pressure to adapt to new forms of advertising while being required to buy ads to maintain their visibility. In this context, only 23.6% of users access the platform daily and stay for an average of 1 minute and 17 seconds, raising concerns about user retention.
As LinkedIn continues to evolve, uncertainty arises about whether it will be able to maintain its original mission of connecting recruiters with candidates while navigating an increasingly commercial business landscape. The lingering question is whether these changes will enhance the user experience or, on the contrary, lead to an exodus to more dynamic platforms.
