How Do Unconscious Biases Influence Which LinkedIn Posts We Click On? ??

I recently conducted an experiment that opened my eyes to the subtle ways unconscious biases can shape our behavior on LinkedIn, especially regarding engagement with different types of content.

The Experiment: I posted several stories about my experiences with CEOs and CFOs discussing key performance indicators (KPIs). To test the impact of visuals on engagement, I used AI-generated photos of men and women—both professionally appealing and attractive—on otherwise similar posts.

The Surprising Outcome: Posts featuring women’s photos consistently performed 5 times better than those featuring men’s photos. The content of the posts remained almost identical—the only variable was the image.

The Feedback: During a discussion with my LinkedIn Alchemist class, my students pointed out that the use of "beautiful people" images might seem irrelevant to the content of the posts. Their feedback prompted a deeper reflection on what might actually be driving the higher engagement rates.

Digging Deeper: Unconscious Bias in Action This experiment suggests that unconscious biases might be influencing which posts people are more likely to engage with. Here are a few possible explanations:

1. Gender Perception Bias: People may be unconsciously more inclined to click on posts featuring women, possibly due to perceptions of approachability, relatability, or attractiveness. This isn't a reflection on the quality of the content but rather on deeper, subconscious preferences that drive engagement.
2. Visual Appeal and Attention: The human brain is wired to respond to faces. Perhaps the presence of a woman’s face—especially one deemed attractive—captures attention more quickly and is perceived more positively, leading to more likes, comments, and shares.
3. Confirmation Bias in Professional Networks: People may unknowingly favor content that aligns with their preconceived notions or what they perceive as more "engaging" or "valuable" based on visual cues alone.

What This Means for Content Creators: This experiment highlights the importance of being mindful of the potential biases—both our own and our audience’s—that can influence engagement. Here are a few thoughts for consideration:

• Align Visuals with Content: While attractive images can boost engagement, ensuring that visuals are relevant to the content can enhance credibility and trust.
• Reflect on Biases: Are we unknowingly playing into certain biases for the sake of higher engagement? How can we create content that is both compelling and aligned with our values?
• Focus on Authenticity and Value: Authentic storytelling and value-driven content, coupled with relevant visuals, can create more meaningful engagement over time.

The Bigger Question: How can we become more aware of the unconscious biases that influence not just our engagement on LinkedIn but also our broader professional decisions?

What do you think? Have you ever considered how unconscious biases might affect your LinkedIn feed and interactions? Let's explore this together!

#UnconsciousBias #LinkedInStrategy #ContentMarketing #Engagement #AI #ProfessionalGrowth #LearningFromFeedback

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