LinkedIn Pulls Back Its Alternate Feed Options Testing

LinkedIn has shut down its testing of alternate feed options, an indication of the return to its traditional algorithmic feed user experience. 

LinkedIn’s experiment in alternative feed options is accessible through the top of its feed “pills,” and it seems like it is not going on, according to the most recent version of its Help Center database.

Alternate Feed Options Testing

In the last few weeks, LinkedIn has been testing out alternate feed options that users could be able to access directly from the main feed.

As you can see in these examples, shared by social media expert Lindsay Gamble, these tabs offer three options for viewing:

• For You: Your principal algorithm-driven feed is personalized to every user
• Following: Updates only via LinkedIn connections and the pages they follow.
• News: A collection of the latest business news info, compiled by LinkedIn’s editorial team.

The optional feeds are available to a selected group of U.S. users, but recent updates suggest that the feature could be removed in the near future.

According to LinkedIn:

“This experience is currently a test and is limited to a select group of U.S. members only. It’ll not impact feed preferences you made in settings. If you no longer see the pills at the top of your feed, it’s because the feature was part of a limited test that has now ended.”

Why is LinkedIn slowing down?

The trial data suggests that algorithm-based “For You” feed drives the highest level of engagement and is what fuels LinkedIn’s advertisers and its platform. 

Although the “News” tab was intended to promote LinkedIn as a source for curated business-related news, users’ behaviour shows that many use LinkedIn more to use it for professional social networking as well as personalized content, rather than a general news aggregate.

This is consistent with industry knowledge that feed-driven by algorithms tends to increase the amount of interaction between users, which platforms value the most. 

It is also worth noting that the “Following” feed, too, provides a less comprehensive perspective that might not be able to keep the attention of users by itself.

Looking Forward

LinkedIn might explore alternative methods to showcase its editorial content, such as video clips or enhanced placements in the feed. However, the pill-style feed with separate tabs is unlikely to be part of LinkedIn’s current strategy.

The results of this study clarify LinkedIn’s strategy for product development. The strategy includes a constant focus on the feed algorithm, which drives engagement, and cautiously testing, but ultimately putting aside the fragmentation of feeds. 

For SEO and marketing professionals, focusing on content that performs well in the “For You” framework remains the most effective way to increase visibility on LinkedIn. If you were able to access these feeds in the past, their removal could explain recent changes to the way you experience your LinkedIn feed.

Final Thoughts

This update is important as it helps clarify LinkedIn’s ever-changing feed strategy. This update also provides crucial information on how the content reaches users, which is essential for optimizing content for LinkedIn’s digital ecosystem.